Episode 004: Filling the Value Gap

Often, I get sales professionals say the following, "I just wish they (prospective buyer) would see it the way I see it."  Now, in a perfect world wouldn't that be the Sales Utopia?  Well, the fact is, we don't need to live in a perfect world for this to be fact.  

In the majority of sales conversations, sales people tend to go high level terminology, thinking this is going to be something the prospective buyer cares about.  In reality, they want it to solve three of their biggest challenges:
+ Will it help me increase my revenue?
+ Will it decrease my overall expenses?
+ Does this help me become more efficient?

If we're talking about the cadmium sulfate in the rotary garter that keeps the systems cooled while competitors only use air-forced cooling engines.  You may have fallen asleep just reading that.  Your prospects are going to fall asleep when you get high level tech talky, too.  

Keep it simple, share the information, the insights,  help the buyer navigate alternatives, help the buyer avoid minefields, and lastly help the buyer justify the purchase.  After all, if they need to "think about it" it usually means they want to keep shopping because you haven't sold them on their primary reasons for shopping.