Do you make too many assumptions and lose your client’s attention? Be careful not to ramble on and risk boring your customers to death.

Most companies are no longer in the business of selling products but of providing solutions. Unfortunately, salespeople often try to tell the prospect the solution before they even understand the problem because they assume from a previous experience that their solution will fit for everyone. For example, there are probably dozens of features and benefits you could promote about your product or service. What is the client’s primary motivation to listen to you? Determine the advantage or solution your product/service will produce for them. It can be greater productivity, lower overhead, monetary savings or an increase in the quality of life.

To stimulate the client’s attention, develop a short, concise message describing the specific problems solved through utilizing your product/service. It is up to you to uncover the one that would motivate this client to continue listening to you. It isn’t enough to simply understand the problem and provide a solution. Anticipate your client’s future needs. What are some of the problems they will face this year? How will utilizing your product/service help solve them? If you want to create a purchasing opportunity, uncover what their current as well as future needs are; needs clients may not be able to even identify themselves.

Photo credit: Cheryl Colan