I noticed something interesting at a conference I attended recently. The conference was amazing, but I noticed something noteworthy about many of the exhibitors: they didn’t know how to tell me the problems they solve. They tossed around words like noteworthy, synergy, cohesive, and proprietary, but they couldn’t answer the most important question: “What do you do… for me?”
On today’s episode of The Sales Evangelist, we’ll discuss the consequences of confusing the customer, and why it’s important to answer that single question: “What do you do… for me?”
Solving problems for prospects
When people ask what you do, they are trying to understand what you can do for them. What problems do you solve?
If you tell prospects you operate a consulting firm, what does that mean? It’s bland. Generic. There’s nothing that helps me understand how I can benefit from your services.
We are a consulting firm for real estate brokers. Our clients typically have at least 10 agents, and they are struggling to generate new leads for their realtors. They aren’t closing enough deals, so we step in to provide a blueprint to find more leads and close more deals.
Don’t make your prospects do mental gymnastics to understand the services you offer. Don’t burden them with jargon.
Donald Miller, author of the book StoryBrand, cautions against confusing your prospects because they’ll most likely look elsewhere for help.
Practicing your message
Many of us rely on the same information for every pitch we give.
Not only are we not personalizing the message, in many cases, we’re consistently repeating a message that isn’t effective.
Just as sports teams must practice in order to know what role each player will assume, your team must practice its efforts in order to maximize the effectiveness. You must practice your message until you can deliver it in a way that helps prospects understand your mission.
Your sales team must have a strategy and an effective message that will help your prospects understand what you can do for them.
“What Do You Do… For Me?” episode resources
The book Stop Selling & Start Leading: How to Make Extraordinary Sales Happen from our sponsors at Wiley provides a fantastic blueprint of all the things buyers say they expect and want from sellers.
Grab your free excerpt of the book here, and view the SlideShare that explains many of the leadership principles you need to stop being subservient to your customers. If you prefer, download the SlideShare so you can refer back to it.
Check out the Video Jungle podcast, which teaches you how to utilize video to stand out from your competition. Plan, create and share your way to better content and strategy. You are a brand, and video can help you set yourself apart.
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