Ever been to a networking event; walk up to someone and ask them what they do?
You'll get answers like; I sell insurance or I sell employee benefits or maybe I'm a banker... blah blah blah.
Just once it would be refreshing to hear someone say something like;we partner with our customers to help them achieve success by increasing the performance and capacity of their people. Or, we sell training. People don't buy this, people don't buy insurance or benefits or training. They buy what these products give them, like; peace of mind or security or the growing their business. With insurance we buy it, hoping we never have to use it! So, why do most sales people insist on pedaling their products and not the benefits of their products? You don't know what you don't know.
For example, a pro football team sold out of all of their premiere suites last year, only 2 teams did this in the entire league. The team's record the year before was 6 wins and 10 losses. How do you think they accomplished this? Hint; it had nothing to do with the product and everything to do with why people were buying. Their sales people stopped pedaling tickets and seats and started selling the time that local business people could spend with their clients. What would your business look like if you could spend 3 hours every other week with your top clients and potential customers?
By asking a few more questions and getting clarity sales people can identify the reason why their customers buy and what they really want. They need to identify 4 things:
1) What they want
2) What they must have
3) what they would like to have and
4) Why they want it
When you have a clear picture of what the customer's current reality is, where they want to go, what it's costing them by not going there and how your solution can bridge the gap. You have all the necessary information to not only get the business but to also close the business faster. Oh, and by the way, if you sell this way you'll rarely hear potential customers say things like; we're happy with our current supplier or your prices are too high or we really don't need to change.
So, if you want to sell more faster, then find out why your customers buy from you. Here's a novel idea, ask your top customers why they buy from you and what benefits they experience by using your company and products or services. Some of the answers will surprise you and you will learn more from your success than you will from your failures.