Nothing Hurts a Sales Call Like a Sales Pitch
As salespeople and marketers, we often make the mistake of thinking from the inside out as opposed to outside in. We get so focused on “selling” and explaining our features that we fail to realize that we are very often off-topic from our prospects standpoint. When our prospects hear a presentation about features, they consider it a “sales pitch.” And let’s face it, nothing kills a sales call like a sales pitch.
Think carefully about your customer’s point-of-view. Business buyers purchase based on need. Your prospect has a problem that he is trying to solve. If you have the solution, you are his ally, he will not only buy from you, he will thank you. If you are targeting properly, this need goes directly back to why your products were invented in the first place. Think on that for a while before you plan your sales presentation. Speak to the engineer that developed the product. Why was it invented? Why were specific features designed in to it? This shift in perspective will give you exponentially more credibility and relevance to your prospects.
Craft your sales presentation around the challenge that your product was designed to overcome. Help your prospect understand the practical genius and ingenuity that gave birth to your product in the first place. As a sales person you will be in rare company, setting yourself apart as a valuable supplier.
What’s that you say? You are selling in a commodity market where everybody’s product does the same thing? Then it is even more critical that you focus on your customer’s problems – the alternative is to sell on price. And unless you maintain the strongest cost advantage – you will never win selling on price.
Scott LoSasso is President of LoSasso Advertising Inc., a Chicago based interactive agency specializing in content marketing strategies and customer acquisition for leading B2B and consumer brands. (See more posts by Scott)