Attention is expensive and in short supply, so when selling we need to have direct and pertinent discussions with our customers to examine their challenges and to build our sales pipeline. How do we do this?
As Jason Fried, Founder of Basecamp noted “Here’s what our product can do and here’s what you can do with our product” sound similar but they are completely different approaches.
Feature driven approaches coupled with a drive to use often impenetrable ROI/TCO models often leads to the omission of the most important reason for change – customer benefit. Discussing how your customer can benefit from using your product or service builds credibility and demonstrates that you have considered their challenges. Moreover, it builds trust and identifies shared goals leading to a better more open conversation. Your customer need not agree with all that you are saying, but they will know you have taken the time to listen and understand.
Demonstrating customer benefits need not be difficult. We have build and implement Digital Benefit Tools for our B2B clients. With just 20 questions and 20 minutes’ account managers and sales teams generate customised presentations that capture direct and indirect financial benefits. Our tools focus the customer’s mind on benefits and help to build the case for change from the first conversation. Secondly, it helps leverage the sales team’s time leading to better qualified opportunities and quality pipeline. Best of all it leads to better customer conversations based on benefits and outcomes.
We believe that there is a better way to sell. See how we can help you lead with benefits.