By Ryan Warren, Vice President of Marketing
Often, sales reps forget that everything comes down to what a product can do for the client. It’s so easy for sales professionals to get caught up in identifying sales opportunities for the business and creating the perfect pitch that they lose sight of matching the right client with the right product. Sales intelligence software can get you halfway to closing the sale, but the rest comes down to remembering that clients interact with sellers all the time, so you have stand out. But how do you do that? You take your market research, start a dialogue with the client and actually discuss how the product will benefit them specifically.
Let the Product Speak
In an interview with Inc. Magazine, Kristin Zhivago, author and revenue coach, advised sales professionals to take a few moments to question if they are actually discouraging customers from purchasing the product without even meaning to.
Zhivago suggested reps take their customer intelligence research—since, let’s face it, we can’t get a look into our client’s brains—to identify what aspects of the product are actually right for them. The customer wants to be wooed by what you’re selling, so communicate the product’s results and features.
Go beyond the benefits that are easy to see. Showcase how this client specifically can smoothly transition to using the product and the immediate results of doing so. You can center your efforts on one result or feature and work from there.
According to Salesforce, speaking with the client directly and genuinely about the product can ensure you close the sale. Michael Kassan, chairman and CEO of MediaLink, told Salesforce’s director of social content marketing, Jennifer Burnham, that successfully selling a product is all about communication.
“Communicate, communicate and communicate,” Kassan said. “You have the opportunity today as a company and as an individual to have the highest level of direct communication with your customer [...] Utilizing that capability to its fullest is the key to success in business today.”
So, focus on the product: how its features have produced marked results and why it is perfect for them. You may begin to see a dialogue form between you and the client in which the product basically begins to sell itself—and all because you did your market research and kept your eye on the client.