Your Prospects Don't Care About What You Sell
Mark Hunter
Sales kickoff speaker helping you turn prospects into profits, it all starts with prospecting with integrity.
Since your prospects don't care about what you sell, why are you starting off your prospecting calls explaining what you sell? Read the memo -- your customers don't care! Do I need to start revoking your sales privileges to get you to understand?
Recently I had a call from a guy who wanted to sell me raw land. Wow, that's just what I woke up this morning thinking. All morning I was sitting around waiting for someone to call to sell me raw land somewhere in western Nebraska. You can't teach stupid. For some it just comes naturally, but that's the only thing that comes out of bad prospecting phone calls.
It's not about whatwe sell; it's about the outcome we help customers achieve. Check out this video where I share the story of a person who thought they could get companies interested in yoga classes:
Your goal is to lead with a question or statement about what the prospect will see of interest to them, and I'll remind you again -- what is of interest to them is not what you sell!
Now you're wondering, "How do I know what is of interest to people I call?" It's simple. It starts with thinking of every other customer you've sold to and thinking through the outcomes they achieved. When you have a list of the outcomes your other customers have achieved, then you will begin to see a pattern as to the value of what you sell.
Second step is to take this list of outcomes you've helped customers achieve and begin bundling them together by the type of customer you sold to. Doing this will allow you to now begin to see patterns in how you help customers.
Breaking down into "customer buckets" will now allow you to see what is going to be of value to prospects you call. You're now in the home stretch, as the last part is now building out questions or short statements you can make to help you make your prospecting calls engaging. That's your goal with a prospecting call. It's about creating engagement. It's not about doing an information dump.
And don't forget that a coach can help you excel in your sales career! Invest in yourself by checking out my coaching program today!
Copyright 2018, Mark Hunter "The Sales Hunter." Sales Motivation Blog. Mark Hunter is the author of High-Profit Prospecting: Powerful Strategies to Find the Best Leads and Drive Breakthrough Sales Results
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6yGreat article and video. I have been trying so hard to master this when prospecting and building relationships. It is so frustrating when you are skilled at your craft, but struggle to be successful because you fail miserably at creating online relationships and helping people see the benefits of your service. My closing ratio is still horrendous, but it is better than it was 6 months ago. Hopefully at some point I can fully wrap my head around this art and finally get over the hump so I can live comfortably.
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6yGreat tips and reminders Mark!
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6yAgree 100 percent ...
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6yEmpathy and selling from buyer's perspective builds relationships which pave way for sales. Tx for a wonderful post Mark.
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6yI always put myself in the buyers shoes.