It’s Not About You

When most sales people do their cold calling, they think about communicating the features and benefits of their products and services. However, they will never close sales because of the amazing characteristics of what they have to offer. They will generate sales by listening to the prospect’s pain and by offering solutions that resolve that pain. The prospect doesn’t care what you have to offer. They care about what their problems are. You might have the best toaster in the history of the world but if the client has a flat tire, he doesn’t care about toast! Will your toaster repair his flat tire? The optimal salesperson who sells toasters will find a way to fix that prospect’s flat tire. Focus on the prospect’s pain, not the benefits and features of your products and services.