Your salespeople may be enamored with your product or service, and that’s great. Unfortunately, that can lead to an information dump, which isn’t a successful sales strategy. Your prospects don’t care about your product or service as much as they care about these three things, says sales consultant Kelly Riggs:
It’s not the solution, it’s the value the solution provides. Most salespeople are taught everything about the product, but often receive little training about direct applications of the product and the business problems the product solves. Figuring out what the value is requires determining what problem needs to be solved. That will require asking some questions instead of telling everything one knows about the product.
It’s not the solution, it’s the experience. Customers don’t just buy a product, they buy flawless implementation.
It’s not the solution, it’s the salesperson. HR Chally Group surveyed more than 80,000 buyers and asked them to rank four critical items that impact buying decisions: price, quality, the right solution and the effectiveness of the salesperson. When all the results were in, price was judged to be the least of the four factors, only 18 percent of the buying decision. Quality was judged to be 21 percent of the decision process; offering the right solution was another 22 percent. The effectiveness of the salesperson accounted for 39 percent of the decision to buy.
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