Stop Selling Me Your “Junk”

Reality check: Just because it is valuable to you, do not expect it will be of value to me! 

Too many salespeople and business owners get all excited about the wonderful things associated with their product.  When I ask them about the benefit of their offering they can excitedly list a litany of all the fantastic features and benefits and competitive advantages they provide.  So what?

I understand that they are passionate about what they offer.  I am thrilled that they have found so many points to get excited about.  In reality, I do not share the same enthusiasm or interest.  As a potential customer, I am more interested in what this product can do for ME!

“One man’s junk is another man’s treasure“.   I can only find value in the “junk” that will help me with my needs, challenges, and issues.  Remember, people only purchase something for one of four reasons:  It saves them money, it makes them money, it solves a problem, or it fulfills a need.  Until you understand what their buying motivations are, all you are promoting is your passion and excitement over your “junk”.

In the early phases of my client engagements they talk to me about getting customers and prospects to make decisions.  They talk about how their product can save their clients time, money, payroll, people, customers, etc.  What my clients have not realized yet is that they do not know or understand the view from their customers perspective.  Until you know (meaning they have specifically and directly told you because you asked great questions) what your potential customers are looking for, you have no way to position your junk as having any value.  Remember, what you are selling may be very valuable to you.  Until your customers recognize the value it provides them, you are simply and passionately raving about your “junk”.  Take the time to learn about your customers motivations, interests and needs and then you can simply share with them this wonderful little treasure you have discovered that can help them.   Done right, your customers will see the value for themselves.

Two other resources with perspective on this topic:

The Perception of Value: Salesperson’s vs. Prospect’s

A Truly Unique Value Proposition