There are some specific questions that sales people should just be able to respond to in a clear direct way and without hesitation. One is “why do people buy from you?” It this case ‘you’ stands for both you as an individual and your company. It is revealing how many sales people I work with that either cannot answer that question in a clear concise and meaningful way, or have to resort to spewing the first few lines of the company’s latest brochure.
Try it, ask the next sales person you talk to, and most will fail to deliver a meaningful response. They will hum and ha, fidget and finally revert to a feature, or tell you “they are a leading provider of”, or something less than satisfying. Especially when you raise the bar and ask them to make it meaningful for the prospect, in the prospect’s terms, language and perspective, not the latest version of the “value prop” or USP crafted by someone in marketing versed in demographics rather than customer expectations.
To answer the question in a captivating way, with some teeth to engage the buyer, you need to remove yourself and your product from the picture, and focus only on what has direct impact on the client’s objectives.
“How do I know what their objectives are if I just met them?” you ask. Easy, look at your current account base and your prospect base. What resonated with these individuals vis-à-vis their objectives at the timed they engaged with you and when they bought? While it is certainly not universal, chances are relatively good that if you understand the top three things you and your product positively impacted for you last 15 – 20 clients, you can lead with that when describing. “Why people buy from you.”
The key is to describe it in terms that capture the outcome for the client, not what your product does. Getting to this is simpler than you suppose. First you probably already ask your clients why they bought from you, right? you probably know which issues your clients were looking to change when they invested in you; and you know what they would have done had they not bought from you, of course you do! If this is not the case, and you don’t already do this now, start today. You also do regular briefings with you top customers, once or twice a year, maybe even quarterly, right? So you have more than clear picture of how your offering is impacting the clients’ realities and successes and day to day business. So all you need to do is focus on the top impacts, and you can meaningfully answer the question.
What’s in Your Pipeline?