Stop Telling Prospects What You Do
by Matt Heinz
Your prospects don't care what you do. They don't care how it works.
They're only thinking of themselves. And can you blame them?
Their butt is on the line if they don't deliver results, cut costs, delight their own customers. They have their own problems, their own pain, their own priorities.
Your prospects don't care what you do. They will only care about you if you can solve their problem. Ease their pain. Make their job easier. Make them look like a hero.
Your prospects don't care what you do. They care deeply about what you can do for them.
There is only demand for your product if there is more demand for the solution it represents.
Sell that way.
Matt Heinz is principal at Heinz Marketing, a sales & marketing consulting firm helping businesses increase customers and revenue. Contact Matt at matt@heinzmarketing.com or visit www.heinzmarketing.com.
Your prospects don't care what you do. They don't care how it works.They're only thinking of themselves. And can you blame them?
Their butt is on the line if they don't deliver results, cut costs, delight their own customers. They have their own problems, their own pain, their own priorities.
Your prospects don't care what you do. They will only care about you if you can solve their problem. Ease their pain. Make their job easier. Make them look like a hero.
Your prospects don't care what you do. They care deeply about what you can do for them.
There is only demand for your product if there is more demand for the solution it represents.
Sell that way.
Matt Heinz is principal at Heinz Marketing, a sales & marketing consulting firm helping businesses increase customers and revenue. Contact Matt at matt@heinzmarketing.com or visit www.heinzmarketing.com.Labels: Customers, Matt Heinz, Sales, Solutions, Strategy
posted by Blogging Innovation at 12:01 AM
2 Comments:
Great post Matt. Selling 101 says to focus on benefits, not features. Benefits are what you can do for them, not what you do. Big difference that many seem to miss.
Matt,
I completely agree that buyers/prrospects do not care what you do. The challenge today is that with so many "solutions" and so much complexity, prospects are no longer willing to understand the differences and reducing solutions to their lowest common denominator.
This massive rate of commoditization is caused because while seller (even good ones) are spending so much time focused on their solution, they forget that buyers don't understand their problems. (think about it, if they did they'd be solving them).
The successful sellers of tomorrow are going to go beyond benefits (benefits are commodities today) and are going to focus on eliminating problems. This means that today, a great seller is no longer the person that provides the best answer, but the one that provokes the best, more powerful questions in the buyers mind.
Thanks for the thoughts.
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