Well, My Title Says Sales, so…

So you want your product or service to resonate with potential customers in the B2B world. What is it going to take? The biggest challenge to meeting customer needs comes down to understanding what their challenges are today. To do this, you need to be an expert when it comes to their business. And if your customers fall into various categories, then it’s time to get vertically focused. Remember, most prospects don’t care what you are selling if you don’t demonstrate an understanding of their specific challenges.

Hey, can you hear me? Hello? Are you there? Sorry, can hear me now? I said that so many times, that my priority for a smart phone was less dropped calls. Yes, I live in Denver and I switched to Verizon. Can you hear me now? Good!

If you don’t have the resources for expensive industry-specific research, you should still try to be a consultant. Your customers will love that you want to know what their current problems are instead of having you push your product or service. If you do have the cash to acquire targeted research, then you better focus on well-respected resources to state your facts. More importantly, cite your findings and throw out that old analysis from over a year ago.

And if you are going to predict future challenges, you better be damn good at it. John Elfreth Watkins wrote an article titled, “What May happen in the Next Hundred Years” back in 1900. He said photographs will be telegraphed from any distance and the American will be taller from 1 to 2 inches. Excellent predictions and both correct! Although, he also predicted the letters C, Q, and X were going to drop out of he alphabet. What would I do if I couldn’t play words like Qat or Axis on Words with Friends? Wouldn’t that be a Challenge.

Some Dos and Don’ts for Sales

Do make sure you know how to articulate what it is that makes your product or service unique. And as for tone, you should come off as a close friend, and one who has something very exciting to share. You may be surprised to hear this, but did you know…? And if you can, try using a prop to make your point or perhaps an engaging story. There are many ways to grab someone’s attention, so use your imagination.

Don’t ever go back to your old habits. Avoid the technical jargon because no one needs an online catalog read to them. “The iPhone 5 has a faster dual-core A5 chip and 8MP camera…” Right. Right. Got it. Basically, there is a time and a place for that in the sales cycle. Know when to say what.

So Now What?

Now get back to work and try to feel good that you are helping others, not just trying to sell them something.