Customers ONLY care about one core concept: How will this decision impact my business or myself?
Let me put it a few other ways that other salespeople have found helpful;
- Customers don't care about the speed, feed, tech or coolness.
- Customers don't really don't want to buy your product or service - they only want to buy the positive impact that product or service will provide them.
- Business Decision Makers make decisions on business impact.
If you're not relating your selling solutions to business impact, expect the typical sales cycle of: being compared to your competitors, being evaluated mostly on price and getting similar success results you've had. Isn't it time to make a conscious choice to engage your customers/prospects differently?
If you're ready to hear more, the next question you probably have is: How do I do that? Discussing business impact is difficult and there are a variety of ways get there. Today, I have a new suggestion that came to me as I was having a discussion with my nine-year-old son.
My son and I were discussing a complicated topic - how internet gaming servers work. Believe me, explaining how hosted data centers work to a nine-year-old is tough. At first, I tried to think about major concepts and attempted to simplify these down to understandable concepts - however, in about two minutes - he was lost.
Then I stopped and thought about what was important to him. The answer came to me quickly: He cares about how gaming servers help him to play more video games. Take two: I explained things only in how the details impacted how his games work when he sits down at his computer. He was stoked. I call this method: "Explain it to me like I'm nine-years-old."
What are you talking about with your customers: explaining features or demonstrating impact?