In the first blog of this two part series, we learned that aiming to impress is not the most effective approach. In part #2 we will talk about aiming to empower.
The reason your prospect has shown up for your meeting is not to be impressed; it is to be empowered to solve their problem. Unfortunately, this is not how most salespeople sell. Most end up product dumping, talking way too much and not spending enough time probing, discovering and selling based on the customers responses and needs.
Features and benefits should be a part of your presentation, but they need to be tied to the idea of solving a specific problem raised by your prospect. Otherwise, you may spend a significant amount of time on irrelevant topics and features. You may even hit the right feature and benefit, but without knowing how it relates back to you prospect, you may totally miss why it matters to them.
The reasons you think your product is cool may not even register at all with your prospect and vice versa.
When buying a car, you aren’t sold until you’ve driven the car. Most people decide to purchase a car during the test drive because they are taking actions aimed at solving their own problems and envisioning themselves behind the wheel.
In your B2B sales meetings, giving your prospect the keys and the power to solve their problem is equivalent to:
- Allowing him/her to share the problem
- Encouraging dialogue
- Asking open-ended questions
- Relating the benefits back to his/her pain
- Allowing your solution to show how he/she can specifically ease that pain
Just let them be sold on their solved problems. Stop Talking. Ask a question. Listen. Tie everything back to the reason they showed up in the first place. If they haven’t mentioned interest in a particular feature, rethink whether it’s even worth mentioning. Wow them by giving them solutions—not another sales presentation.
By attempting to empower your prospects rather than impress them during your sales meetings, the sale becomes significantly easier and less stressful for everyone involved.
Learn more in this blog called The #1 Mistake Salesmen Make. You can learn more about the services we offer as a B2B sales outsourcing company here. Feel free to contact us with any questions.
