One of the first sales books I read almost twenty years ago was “Stop Telling, Start Selling” by Linda Richardson. The primary concept she presented in her book is that telling is not selling.
Yet, many people still believe that telling prospective customers (B2B and B2C) about their company, their services, and their reputation in the marketplace is still an effective way to sell.
Here’s an example…
I just finished a telephone conversation with a small business owner who specializes in home renovations. He expressed his frustration that most of the people he spoke to focused on the cost of the renovation. However, like many sales people and small business owners, he spent more time telling people about his company and what makes him different that his competitors.
He told people how long his company had been in business, that they did quality work, that he stood behind everything they did, and that he would be around to take care of the customer afterwards.
Unfortunately, this is a common approach. But it will seldom help you close a sale.
Contrary to popular belief, people don’t need this type of information. This information is simply the price of admission in today’s business world.
Let’s face it, I don’t know any company who will say, “Oh, our work is substandard” or “Don’t call us if you have a problem.”
It just doesn’t happen.
What people really want to know is why they should buy your product or service versus a competitor’s. But that doesn’t mean they want to know everything about your company.
The truth of the matter is that many prospective customers don’t know what to look for, or consider, when they make a buying decision.
That means you need to ask thought-provoking questions that explore their motivation behind that purchase.
Many people who contact me for sales training tell me that their customers are not comparing apples to apples. However, if you want people to compare your apple with a competitor’s orange, you need to find a way to stand out.
This means you need to clearly differentiate your offering from the competitor’s. And this does not include launching into a pitch about your company.
What is does mean is that you need to find out what is really important to them.
Let’s go back to the home renovations example for a minute.
Many people have hired someone to do renovations (painting, drywall, remodeling their kitchen or bathroom, or something similar). In most cases, they have likely encountered unexpected problems that caused them stress. These can include; not finishing the project on time, working with contractors who don’t show up, dealing with unfinished or unacceptable work, or facing other problems that cost them more money.
In all likelihood, these people have forgotten about these problems. Or, if they have never embarked on a remodeling project, they may not be aware of the potential problems that can occur.
Smart sales people ask questions that uncover a person’s previous experience(s) and they use that information to position their solution more effectively.
Your customers have access to much more information than they used to. However, even with this information, they don’t always know what to look for when considering a vendor, supplier or person to implement a solution.
That means you can’t tell people what they think they want to hear. You need to tell them what need to know.
Planning a sales meeting, conference or other related event? I deliver engaging workshops, keynote presentations, and breakout sessions. Contact me to discuss your upcoming session: 905-633-7750.
