If You’re Confused, What The Heck Do You Think Your Prospect Is?



If You’re Confused, What The Heck Do You Think Your Prospect Is?

I spend a lot of time looking at, and experiencing training these days.     And sometimes it’s clear that the things we train our own employees, like some of the products and services we sell,  can be …well …..confusing.  Not every service or product as everyone well knows,  is tangible or simple.  Some,  like financial products or online marketing products can feel particularly abstract and complex.

And if it’s confusing to my Trainers when they first start to learn the products and then later for the Sales and Service people who then have to present in front of customers, do ya think it might be that much more confusing for prospects and clients when they are first are approached or exposed to these things? 

And if you’ve ever read anything in this blog before, you already know that confusion kills sales.

Here are 3 ways to alleviate that confusion when you represent a complex product or service:

  • Teach your Sales people to teach.  Get past the idea that sales of complex or non tangible products / services begins with the pitch.  It doesn’t.  It begins with the teach.  It’s OK to build teaching into your sales cycle despite the fear of lengthening the sales cycles.  You aren’t lengthening the sales cycle – you are starting earlier – you have to.    It’s OK to get all your sales people to a level where they become experts with online webinars under their belts, with  killer LinkedIn pages and Twitter followers who look to them for as much insight as they do for what’s on sale. 
  •  3’s:  Everything in 3’s:   The mind is not wired to remember more than 5 numbers, let alone 5 points.   If you have a service for example that manages your online marketing spend then even if it has 12 steps to get started, it should sound like “…Only 3 key steps to getting you started.  In the first step we’ll interview you around 3 important areas like…….  Then after that, we get to tackling 3 areas of your current website like…..” You get it.  “3” sounds simple.  Simple eases tension and sales can keep on moving.
  •  Analogies:   Nothing simplifies better.  Are you a marketing consultant? Nope, you’re a marketing GPS that gets the business to the destination of 25% more customers.  Are you a website developer?  Nope; you are building an automated employee that works 24 hours a day taking orders and that never sleeps.    Think hard about what you sell or service and find that perfect analogy that makes it click and stick. 

This blog is not complex but I kept it to 3 points.  More than that and it gets confusing who the heck wants to read that?

Till next time,

Grow The Business.


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