At the end of the day, nobody cares about your product. What they care about is what your product can do for them. During my last #BuyerFirst Ask Me Anything, Brent Keltner shared a few sales playbook tactics anyone could test out for themselves today or tomorrow.
I asked Brent what the number one play he would like to share with people would be. And he brought it!
Think about your key deals and accounts.
- Do you have a success statement?
- Can you say in two or three sentences that if you worked together, what would their world look like in six months?
- What are they trying to accomplish working with you?
And it's often a trigger for, "have I made a good enough discovery? Or do I need to spend more time on their 'buyer-why' or 'customer-why'? And what's keeping them from getting there?
Sometimes, the thing that's getting in their way is their own ability to make a decision. And by asking these kinds of questions, we as sellers can understand, you know, are they ready to make this decision? We can understand if they want to avoid the status quo or to cling to it.
But sometimes, buyers just want someone to be able to tell them that they're making the right decision. Otherwise, they cannot move forward because they don't know what they don't know. So this is something that's going to be critical as we advance.
Final words for those considering how to become buyer-centric, #BuyerFirst, and buyer-experience-focused:
For everyday sellers and leaders, remember your buyer doesn't care about your product. So spend time figuring out what your product can do for them, and you will be more successful and enjoy your work more.
Brent Keltner, Ph.D., is the founder & President of Winalytics LLC, a go-to-market- and revenue acceleration consultancy. He is also the author of the forthcoming book The Revenue Acceleration Playbook. Winalytics helps clients reach their maximum growth potential by shifting from product-driven conversations to authentic conversations that anchor on buyer-defined value.
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