Attention, Salespeople: Your Clients Don’t Care

Top salespeople deliver true business ROI. Do you?

It’s the harsh truth, yes. Savvy salespeople know that clients only care about what we do for them—how we impact their business. Then why, when I ask sales teams why anyone should work with them, they begin every sentence with “we.” Client development and care depends upon more than pat, standard assumptions (and, please, stop cold calling).

What Makes You the Expert?

Here’s what I heard on a recent sales engagement. I asked: If I were a prospective client, what would you say to me about why I should work with you? Their responses:

  • We are experienced consultants
  • We are professional
  • We’ve been in business for 25 years
  • We are local to you
  • We have longer support hours
  • We have multiple industry awards
  • We understand your business issues
  • We do everything we can to help you succeed
  • We provide solutions that help your company grow and prosper
  • We do business with integrity and commitment

These are just a few of the comments I typically hear, and they aren’t differentiating. Everyone says the same thing. What makes you different? (Clients buy the expert; communicate your expertise and land Ideal Clients. It’s a smart sales strategy all the way around.)

Our prospects and clients only want to hear how we deliver business results. Drop “we” from your vocabulary. Instead, clearly articulate their return on investment (ROI). Easy? No. This is hard work, and we must connect the dots between what we offer and what the client receives.

If we leave ROI to the client to figure it out, we won’t get the sale.

Share Your Sales Smarts

How do you differentiate yourself? How do address ROI and actually deliver? Share your experience here and continue the conversation.

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