January 30, 2015
If you sell iPhones, you do not have to worry about getting prospects excited about your products or services. For everyone else, though, it can be a struggle to interest customers in what you have to offer. This is especially true if you sell something that people do not realize they might need, like: professional training services, specialty insurance, office space solutions, and security systems.
In these cases, salespeople often make the mistake of trying to bombard prospects with too much information in order to convince them that they need whatever it is the salesperson is selling. Instead of falling into that trap, you should step back and think about what it is that your customers are interested in and appeal to those desires. In my industry for example, customers are focused on: increased sales, improved margins, expanded market share, gaining a competitive edge and having a highly performing sales force. When I approach a new customer, I craft an opening statement that highlights two or three of these areas that I think might peak their interest.
For your industry, think about what it is your customers need. Do they have problems with space and organization? Do they lack adequate protection? Do they have trouble attracting and retaining high-quality employees? Are they looking to expand their market share into new regions or countries? Whatever your customers feel is important, you need to address that need when you initiate a relationship. It will show that you are in touch with the industry and that you can serve them as an advisor.