It was just about 30 years ago while working one of my first sales Jobs. I had returned to the office totally disgusted. Why? Because my prospect just didn’t “get it.” He said “no” despite the fact that the product would have helped him immeasurably.
I was disgusted at my prospect for not understanding. Fortunately, a very-wise and seasoned executive at the company took me aside and said, “Burg, always remember…
‘When the shooter misses the target, it ain’t the target’s fault.’”
I must have been in learning mode that day because, fortunately, his words sunk right in. And, I “got it.” I took his admonishment to mean that it was MY responsibility to communicate (both through speaking and, more importantly, via asking questions and listening) the benefits correctly, not the prospect’s responsibility to hear it correctly.
That piece of unsolicited — but very appreciated — advice made a huge difference in my sales career, as well as in my personal life.
Not communicating value in a way the prospect understands and accepts it is not unusual, is it. In fact, it would be very accurate to say this happens with a lot of salespeople, and on a consistent basis.
Why? I’m sure there are many reasons. And, I put this very question up for discussion on my Facebook page.
One of my many phenomenally saavy Facebook friends, business development coach, Kumar Gauraw replied:
“Bob, a lot of people are so fired up about their product, their opportunity or their services, they forget to pay attention to connect with the prospects and their needs. This to the extent that they don’t even bother to learn about the prospect before they put the proposition across.”
I couldn’t agree with Kumar more. While huge belief in (indeed, while passion for) one’s product or service is obviously a terrific thing, it can have a downside, as well. It can cause a salesperson to forget that — when it comes right down to it — it isn’t about the product or service…it’s about the prospect. More specifically, it’s about how that product or service will add value to them, and only as THEY perceive that value.
In other words…
”Value is always in the eyes of the beholder.”
So, first, do your research. Can you learn, in advance, about your prospect and his or her needs (either theirs personally or their industry’s) that would put you on the right track toward understanding them? If not, what questions are you prepared to ask them during your presentation that will provide you with this information. If you don’t do this, you simply cannot expect to present in such a way that your prospect will understand the value you can potentially bring them.
As my friend, the great entrepreneur, Sean Woodruff says,
“A professional salesperson connects our needs & desires with
the benefits that their product or service provide us.”
Three keys:
- Always put your focus on the target…the other person.
- Understand the value that you, your product or service provides to that person.
- Recognize how they perceive its value and communicate it to them.
Do this and you’ll “hit” (in this case, “hit” meaning, “bring exceptional value to”) your target on a constant and consistent basis.
• • •
A highly-acclaimed speaker at sales and leadership conferences, Bob Burg is coauthor of the international best-selling business parable, The Go-Giver. His newest book is Adversaries into Allies. To connect with Bob and receive value-based wisdom to accelerate your sales and business, visit www.burg.com. You can also check out his Go-Givers International Membership Community at www.GoGiversIntl.com.