Nobody needs your information. The internet has fast-forwarded us through the information age into the quagmire of overwhelming data. Today’s buyers research potential purchases without supplier involvement. The last thing they need from a salesperson is more information. They can visit your company’s website, Facebook page, LinkedIn page, YouTube channel, and a myriad of other online and offline resources to get what they need. So why are so many sales messages, proposals, emails, and presentations nothing more than a series of information dumps?
Today’s buyer expects you to bring three things to every interaction:
- An understanding of their world
- Relevant expertise
- The ability to connect the two
Simply put, I need you to connect your information to me and my world in ways that contribute to my success, as I define it. Otherwise, good luck getting my attention. And my business.
We assume buyers make the connection between our offerings and their companies’ needs. They don’t. That’s our job. We presume that our promises of saving money, increasing revenue, or driving more leads to their business will have every buyer salivating. They don’t. Your ability to stand out in the fog of information has nothing to do with your features, benefits, expertise, or brand. It has everything to do with how you position these attributes in the context of what’s important to this buyer. Make the shift from pitching to positioning. Position your information in the context of what matters most from your customer’s perspective. Do it by mastering the execution of a new set of selling ABCs: Always be contributing. Always be curious. Always be connecting.