In a recent post, we looked at the great advice given me nearly 30 years ago when I complained that my prospect did not “get” the value of my product. I was told, “Burg, when the shooter misses the target, it ain’t the target’s fault.”
Of course, it wasn’t his responsibility to get it…it was my responsibility to effectively communicate it, which I had not. And, this happens with a lot of salespeople, doesn’t it?
Why? I’m sure there are many reasons.
One of my many very-wise Facebook buds, 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 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.
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.
_____
New Ultimate Influence Mentorship Program About To Start
Our current Ultimate Influence Mentorship Program is wrapping up tonight. It’s been a great success for those involved. We’re now about to begin our next one. Our Early-Bird Special Price ends tonight at midnight. So, visit www.Burg.com/ultimate-influence to apply.
Enjoy this post? Receive an update when our next post is published by entering your best email address below and clicking Get Updates.
Right on the money, Bob! Your advice is relevant not just for sales people. As a presentation skills coach, I can attest that focusing on the listener’s need is primary for anybody who speaks in public. Somewhere I heard the saying, “Nobody buys a quarter-inch drill bit. They buy the HOLE that the bit will make.” As speakers in any context, it behooves us to ask, “How can I fill the listener’s need?”
GREAT point Bob!
All though I know this – I just made this mistake earlier today!
Felt how it went wrong, and have been trying to nail it – Well you did – LOL Thank’s Bob.
♥ Lene 🙂
Lene: Thank you for your feedback. I’ve certainly done that plenty of times myself and always need to stay conscious of it!
Steve: Great points, all. And, yes, helping the prospect to discover it himself/herself is often also an important part of this. Terrific point!
Inosha: Thank you. I appreciate your feedback!
Yes, haven’t we all been there…
2 ears, one mouth. I’ve found the following question to be incredibly useful in uncovering a person’s dominant buying motive.
“What’s the #1 thing you want or demand most OUT OF ____________” (product/service/experience/relationship).
To get a supporting story, ask, “Why did you choose _________ as the #1 thing?”
Sometimes, it even helps the prospect discover something s/he didn’t know about him/herself. Great post, Bob.
Hi Bob, I couldn’t agree more.
Bob,
Wow! I didn’t know that comment is going to grant me the honor to be featured on your blog. I am truly humbled by your kind mention of me.
Taking time to do a research on the prospect in question, getting to know as much as possible about them through Google, through their social networking profiles has an absolutely incredible impact on how much we can relate when we get on phone with the person or get face-to-face.
Having said that, as you always teach, sales is the process of adding value to others and we can not go there to ‘sell’. We should always rather try to find out if they have a need for the product or services that we offer. That method makes more sale than just ‘trying to sell’ approach.
Once again, thank you very much.
Regards,
Kumar
Well, whaddayaknow? I was about to mention that I was on that same side as Amy, and as I came here to write, I see Amy’s comment and now I can just say “ditto!” Ditto and add “uncomfortable”; I felt awkward, unheard and uncomfortable. Great post Bob!
Kumar: Thank you for sharing your wisdom with us. You always provide such excellent information, both in your comments and in your own excellent blog. {http://gauraw.com/}
The only issue I would respectfully take with your comment immediately above is with the word, sell. We do go there to “sell.” However, when I use the word, “sell” I mean to give time, attention, counsel, education, empathy and value. Part of that is also questioning whether or not the need, want or desire is there.
One of my goals – as you know – is to have people seeing the word “sell” as the righteous word it is, it’s Old English Root (sellan) meaning, “to give.”
Again, thank you so much, both for your friendship, and for your wisdom!
Bob,
Thank you for the correction. I think that word was not necessary to be used and I appreciate you particularly ( as you are always, and that is what makes you so special) pointing that out. Thanks again. You add so much value to the world!
Thank you, my great friend. Always appreciating you!
Heather: Thank you. And, indeed, as a presentation skills coach, you know more than anyone that a great presentation is never *about* the presenter, it’s about the audience! thank you, my friend!
This is good to visit, because I’ve been on the other side of someones passion, which didn’t meet any of my needs. It’s awkward and I felt unheard.
Amy: What a GREAT point!
LInda: Thank you, and “ditto” on my comments to Amy! 😉
Linda, I just took a quick errand run and thought of this as I was driving. A business person sends me sooo much mail, that I don’t open it anymore, nor has he ever asked my needs. (I gave my business card to a ‘drawing’) In fact, I have no idea what HE is offering. My bad, perhaps, with this new awareness, I’ll read it next time.
Anyway, this reflection will certainly help me to be more certain that I clearly know my clients needs, before I pour out my passion potion. 🙂 In fact, this reminds me of something I once heard: People can’t listen, until they feel they’ve been heard. Let them pour first!!! 🙂
You are such an amazing teacher Bob.
If you step back and look at this website after reading this article, would you say it follows the practices outlined? As you examine your interpersonal dealings with clients/prospects/targets, also examine your online personae and how they represent you. Gotta be real.
Steve: Good morning. I don’t believe you’ve commented here before. Welcome to the blog. Please explain more regarding what you are referring to in your comment and I’ll do my best to understand and respond. Thank you.
Good morning, Bob – I came across this story through Twitter and this is this first (and second) time I’ve commented here. Thanks for sharing your time and experiences. We haven’t had any other exchanges, so I haven’t earned the right to critique your website and I wouldn’t do it in an open forum unless invited to do so. But, I do think this article applies to websites, in general, too.
What many website owners forget or don’t recognize is the web is a conversation, too. If we were to meet in person, how would that conversation go? What language would the bulk of our conversation contain? How would our conversation end?
Every web page is a complete conversation with your readers, not just the article and the comments that follow. Break down every page into its major components – header, body, footer and sidebar. There may also be some minor zones like callouts. Now, map those into a conversation – how does this conversation sound compared to a face to face conversation? Just like in personal conversations, there are nonverbal clues that alter the perception of the content. Look around the periphery of your web content to see what those are for your web pages.
The language of your main content is also important – how many references are there to me, my, our, us, mine, I, our your business our product compared to you, your?
Steve,
Im curious, in reference to your first comment, are you implying that Bobs page doesn’t match this blog message?
And your second comment has me asking if you are advertising that you build web sites?
Thanks,
Amy
Amy –
1. No implications, only inferences. Each viewer and reader will have their own perception. Viewing the web as a conversation necessitates examining your online communications and applying the principles outlined in Bob’s post.
2. “Advertise” as in how Bob defines “sell” in his response to Kumar? Yes.
Steve: When you wrote: “We haven’t had any other exchanges, so I haven’t earned the right to critique your website and I wouldn’t do it in an open forum unless invited to do so.”
Actually, I believe that – in your initial comment – you did critique without invitation. And, I’m fine with that, as I welcome critique, but did want to make sure and clarify your above statement saying that you did not.
Your initial comment was: “If you step back and look at this website after reading this article, would you say it follows the practices outlined? As you examine your interpersonal dealings with clients/prospects/targets, also examine your online personae and how they represent you. Gotta be real.”
I believe that clarifies as critique. Regarding your more detailed follow-up explanation, which I did welcome you to share, thank you for your thoughts. I’m sure they are very valid. However, I am a bit confused in that it seems, in your response to Amy, that you were indeed utilizing this forum as a way of advertising your business. If that was the purpose of your two critiques, I don’t consider that to be an appropriate use of this forum. If you truly had a desire to add value to the site and it happens that the other readers are so impressed with your critique that they choose to seek you out to help them with their sites, I wouldn’t have a problem with that.
‘when I use the word, “sell” I mean to give time, attention, counsel, education, empathy and value.’
That was my intention, if that did not come through, I apologize. An important lesson in online communication.
Best to all of you.
Steve: I understood what you meant by “sell.” What I was saying is that – if you’re intention, via your initial comment you posted, was to come onto another person’s blog with the express intent to “sell” (even with the definition we are both using) your services to the readers, that’s generally considered inappropriate.
Regardless of how righteous “selling” is (and, it is!), there’s still a proper time, place and protocol involved. In terms of critique or disagreement on what I write, that’s totally fine.
I get plenty of people who write in disagreeing with what I write in my articles. I absolutely welcome the exchange of ideas and respectful differences of opinion. I just expect that, if they write in with something negative, it’s because that is their opinion that they want to express; not that they are utilizing my post to sell their own services.
That’s all I meant.
As an aside, personally, if I were going to provide any critique regarding another person’s site, I’d contact them directly through a one-on-one email and ask if they were interested in knowing my thoughts. But, that’s just me and I don’t expect anyone else to necessarily have to feel the same way.
Meanwhile, your apology is totally and completely accepted. And, if I misinterpreted anything you’ve said or done, or if I’ve offended you in any way, I hope you will accept *my* apology.