Educate. It’s part of the sales process many can’t get used to.
But sales people have to do it.
Sure there’s lot of buzz and research about how prospects do all this learning online about a business before they even get to a sales person. I’ve preached that research before myself. But I’m not buying that it is entirely true hook, line and sinker any more.
I keep hearing prospects confused, unsure or frustrated about certain services or products. I keep hearing prospects so busy at work and so inundated with messaging and marketing- they don’t have time to research and learn.
If you are a company selling somewhat abstract services like money management, digital marketing, brand development, risk avoidance, sales training, marketing solutions and the list goes on – you have to understand that many prospects just really…don’t understand.
These prospects aren’t going to shout this out to you but not understanding stops any sales process or worse – prevents it from even starting.
Educating can happen with great marketing, branding or advertising but educating prospects live with real humans (i.e. sales people talking with prospects) often gets above the clutter. Face to face or voice to voice is the single most intrusive attention getting sales activity- and we must learn to better use it to teach vs. pitch.
Learn how and invest in finding ways to educate prospects first. Call to invite dozens to your live webinar. Produce YouTube videos with you explaining the marketing place and call not for an appointment but to share links with your prospects. Build education however brief into your conversations – not about your product or service but about the industry, the data, and the research – something intriguing that the prospect did not know. Offer incentives to learn; not just to buy.
If you skip the “educate” part of the sales process and focus like always on the offer, the snazzy presentations, the closing skills and the sales contest then you’ll severely limit yourself with the number of qualified leads you could have really had.
Till next time,
Grow The Business.