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22 2011

Excuse Me But I Don’t Care

Syndicated from: Fearless Selling Blog ~ Increase Your Sales

After speaking at a conference recently, I ended up talking to a sales person who quickly launched into a pitch about his product. He told me how long the company had been in business, what their annual revenues were, and how unique the product was. Oh, he also went on to describe his product in great length. His colleague rolled her eyes and that simple action instantly described my thoughts. You see, even though I feigned interest, I really didn’t care. I wasn’t interested in his product especially since it was something that was designed for commercial use. Perhaps he thought that I would be interested in “spreading the word” but quite frankly, my clients don’t need his product. Unfortunately, this is a common occurrence. Too many sales people launch into a pitch about their product before finding out if the person they’re talking to has any interest. I see this frequently at trade shows. A person stops by a booth and looks a product on display. The sales person figures he has an interested prospect so he starts talking about it. No questions. No discovery. No attempt to learn about that person’s situation or level of interest of that product. In the end all they do is waste their time. This adds to the ongoing perception that the only thing sales people care about it making a sale. Another variation of this is when the sales person talks about aspects of her product that have little or no relevance to the customer. Too many sales people feel compelled to tell people EVERYTHING there is know about their product even though the customer is only interested in one or two applications or features. Just because someone expresses interest in your solution does not mean they want to know every single detail about it. In fact, very few people want to know as much about your product as you think they do. The key is to find out what’s important and concentrate on discussing those points. Keep you “pitch” focused on those points and you will not only keep the other person’s attention and increase their motivation to buy; you will also decrease the length of your presentation. Here’s an example. A former coworker reached out to me and wanted to discuss a new venture he is launching. After I agreed to meet, he informed me that his “presentation” would take 90 minutes. 90 minutes!! I could feel my attention waning already… In his book, Pitch Anything, Oren Klaff states that you have a maximum of 20 minutes to present your solution. Any longer and you prospect will quickly lose attention and motivation to buy from you. Here’s my challenge to you… Resist the temptation to tell people everything there is to know about your product or service. Limit your discussion to the most important points—points that are important to your prospect, not what you feel is important. Most importantly, resist the desire to launch into a pitch before you have asked that person a few questions to determine what THEY need and want to know. I help sales teams master their sales conversations so they can win more business and close more deals. If I can help you please contact me: 905-633-7750 or Tweet This

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