109 – Know what you’re selling – and Why
“Wait what Brad? Of course I know what I sell.”
- I sell insurance
- I sell kitchen remodels
- I sell landscape services
- I sell web design
We have a section in our sales training manual – a separate module – “What Exactly Do We Sell”
We are a Plantscape Company – – – you would think we sell Plants and Planters. If you think that – you would not be very successful selling at IPS
What do we sell? A Living Ambiance Program
That’s Good right – that’s better than we sell plants and planters – BUT that is still missing the Key Ingredient: WHY They Buy
To know what you sell – you have to Know What You Sell – and Why People Buy it
What is your Value Proposition? Don’t sell the thing, sell what the thing does.
Do you know what you sell?
Don’t Sell people based on your reasons of Why YOU think they should have it – sell it from THEIR Point of View.
The John Smith question: “You can’t sell John Smith what John Smith buys, until you can see the world through John Smith’s eyes.” In sales, you want John Smith’s point of view.
How do you learn how John Smith sees the world?
Wait for it…YOU ASK him
The salesperson assumes that the prospect Knows what he’s selling. NO! 1000 times NO!
You have to connect the dots for the prospects
Ask, your version of, The Key Question
Does The Thing that you sell have more than one Feature? Of Course it does.
WARNING – The Problem is…You’ve Heard This Before!
Features and Benefits Selling.
People don’t buy the steak the buy the sizzle
People don’t want a 1/4-inch drill, they want 1/4-inch hole
People don’t buy what you sell – they buy it, for how it will make them feel
