Believe it or not, each time you make a sale, you’re not really selling your product or service. Most customers are attracted not by the bells and whistles, or by your stellar reputation, but rather by the ideas and concepts you present. Potential customers are won or lost based on the picture and the story that you provide.
Each time you meet with a potential client, which really could be anyone around you, consider the picture that you’re going to paint, the idea or concept that you’re going to present. How can your product or service improve their life? How can it make an unsatisfactory or even a satisfactory one that much better? Can it save them time? Does it reduce their overall cost of doing business? Can you provide a reliable service that is faster than their tried and true methods? Does it make them more productive and efficient? Or perhaps your product or device will one day save a life.
Whatever you are providing to your client, one of the bestselling techniques available to you is to move away from the nuts and bolts of your operation and into the bigger picture. Most potential clients, some say at least 90%, don’t really care how something works, only that it will work for them.
Every business wants to grow and improve their outlook for years to come. Many are actively searching for ways to do just that, and they often seek outside help. It is in these instances where the right concepts tailored to their needs can make all the difference. One example is the world of transportation. Let’s say that you are a manufacturer of screwdrivers. Would you be interested in hearing about how another company can provide the best railroad service, complete with detailed descriptions about their boxcars and railroad ties? Or would you rather see how a transportation service has helped increased delivery efficiency with the use of planes, delivery trucks and railroads?
Selling the benefits and abilities of your company also depend greatly on what you can deliver. Never make the mistake of promising the moon and delivering an apricot instead. You already know that you have the best service or product that anyone can provide. All you have to do now is tell the story that lets everyone know the truth.
What is the story that will solve your prospects or customers problems?