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Business owners will often tell me how they explain in great detail their products and services to their prospects, proudly educating them on optimum usage, cutting edge technology or whatever sets them apart from the competition. The problem is that these business owners assume their audience is enlightened by all this information and will consider it the slam-dunk solution to their problems. In reality, these prospects do not actually care how the product or service works or what sets it apart from the rest; what they really want to know is what it will do for them and how it will make their life better. And if that listener is unaware they have a problem or need, they often simply tune out. The simple solution to this deal killer is to spend less time telling and more time asking.
I will never forget my very first job interview. The hiring manager handed me a pencil and said, “Sell it to me.” With pencil in hand, I launched into its Features, Advantages and Benefits; and felt I had easily risen to the challenge with my extensive oratory. Looking back, I can only imagine how much more compelling I might have been had I asked: Why do you want a pencil? What will you use it for? How could this pencil impact your time, money and quality of work? How would you feel about that?
Today, with pencil in hand I ask, what is your sales approach and how is it working for you? What can you ask your prospects that will more fully engage them? This shift in approach is so simple but can be a game-changer; and will leave you with a greater understanding of your clients’ needs and a likely boost to your business.
By Bob Dodge
