One of the biggest problems unsuccessful salespeople have is that they talk about their "thing" right away, and it causes resistance.
In emails, InMails, voicemails, and if they ever by chance get to actually talk to a buyer, they throw up all over themselves pitching the details of their product or service. Their "thing."
But people don’t buy "things." They buy results.
One of the oldest, simplest, and wisest quotes about this from Zig Ziglar: "People buy the hole, not the drill."
Let's look at some truths regarding "things" and results.
- It’s easy for people to object to "things." But people like to dream about, and get results.
- People can say they are already satisfied with the "thing" they have now. But they usually are open to hearing and talking about a better result than they experience now.
- People associate spending money with "things." They think about results in terms of return on investment.
- "Things" are commodities. Results differentiate you.
- "Things" are simply the means to getting what someone wants. Results are what people want.
- Buyers try to get the lowest price on "things." They will pay a premium for results.
- "Things" are factual, which can be boring. Results are emotional, which engages people.
- "Things" are generic and ubiquitous. Results are personal.
So much sales training in organizations is "things" training, not results training. And it shows in the struggles of their salespeople.
However, I don't mean to imply that talking about "results" instead of "things" is the silver bullet. Consider this important caveat:
Not all results are universal.
I personally don’t care that you can reduce the time-to-market on new pet toy concepts. But, for the VP of Product Development at Pet Toy International, his income and job security relies on that. Especially since his last project came in late, over budget, and missed the holiday buying season.
Results need to be personalized to the individual and organization. Again, a simple concept, but not always followed.
Here’s a simple exercise to get you talking about the right results:
- What are the results that you and your organization have provided for others? Brainstorm and list them out. Attach numbers wherever you can.
- What would make those results of the utmost interest to someone? Define the situations and circumstances someone might experience that would make your results something they want.
- Find the people who are affected by these circumstances and desire those results. Learn about them before you approach them. Then craft your value proposition around those results, personalized and tailored to them.
Do that and you’ll find people buying more of your "thing" to get the results they want.
Editor's note: This post originally appeared on Smart Calling Online and is republished here with permission.