Ditch the Personal Pronoun
“I don’t care about you. I only care about what you can do for me, my team, and my organization.” That’s what our prospects and clients think, but it’s probably not what they say (at least not to your face).
Our clients don’t care about “us.” They care about what we deliver. Top salespeople deliver true business ROI. Do you?
The Standard Sales Response
Then why, when salespeople tell me about their companies and what they do, and why I should work with them, do they respond with these answers?
- We are experienced
- We are professional
- We have been in business for 25 years
- We have long support hours
- We are local to you
- 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
- We volunteer in the community
- We take out the guesswork and leave you more time to run your business
- We take the time to listen to your goals
- We are your one-stop shop
Yes, these are all real-life examples. These are exact quotes from my clients before we worked together to build a referral-sales organization. You’ll notice the common word throughout: “We.”
Drop the “We” Perspective
Personal pronouns are about us, not about our client. Clients don’t need to know more about us, our experience, our expertise, or what we think. Clients want measurable, positive changes to their business. Clients want results.
Change the way you talk about what your company offers—whether it’s products or services.
Shift Your Perspective, Shift Your Sales
Differentiate yourself from your competition. Frame your answer to the question, “Why should I work with you?” from the customer’s perspective.
- What business results do you deliver?
- What’s the impact of your solution?
Here’s your litmus test: If you can say “so what” after your statement, you haven’t described a business result.
Your Action Step: Get Beyond “So What?”
Work with a colleague and keep saying, “so what” until you can’t say “so what” anymore. That’s when you’ll have the answer that your sales prospects and clients really want to hear. This is hard work, but if you leave it to your sales prospects to figure out what they’ll get from your solution, you’ve already lost the deal to your competition.
Learn how to position, set, and deliver your sales value. Read, “How to Seal the Deal with Real-Life Results”.
It’s not about you. Do the hard work and nail the sale.
What’s Your Biggest “So What?” Challenge?
Post your hurdles, insight, and comments here. Collectively, we contribute, learn, and grow as sales professionals. Comment here.