What if you found yourself sitting down to dinner with the 10 largest potential customers in your industry, given the perfect opportunity . . . what would you say?
If you are like 90% of sales professionals, you would begin pitching your product’s features and benefits and, instantly, they would “tune you out”.
They are disinterested. At any given time only 3% of your potential customers are in the market to “buy right now”. When we begin by talking about us, our product or our company we are not speaking to that which is of most interest to them . . . them! When clients identify that you are trying to “sell” them something, 97% are not “buying right now” and are pushing back. They are thinking that they don’t have a need for what you are pushing.
Begin by selling the problem. Before anyone will change they must recognize that there is a reason to change. We should educate with market trends in order to resonate with their pain, or potential pain. Or as Zig Ziglar once said “no one cares how much you know, until they know how much you care”. Demonstrate your understanding of their pain and you will have 100% staying for desert in order to continue the conversation.
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