What Your Prospect Doesn’t Want to Hear

You’ve probably heard a dozen things about what you should be telling your prospect. Product features, pricing, benefits of using your product or service, why you are better than your competitor – the list goes on and on. But what if your prospect doesn’t really care for all of the above? For all you know, when you are making these points, your prospect is probably just nodding along to be polite; they haven’t listened to a word you said. Don’t bore your prospect away from a purchase by  keeping these three things prospects don’t want to hear in mind.

All About Your Company

Knowing your company history is a good thing for you and the legal department of your company. The prospect? Not so much. They don’t care if your family-owned business was started by a Dutch settler who arrived on the Mayflower. They don’t really care when you listed on the stock exchange or when you diversified into e-commerce. They care about who you are today and how you’re going to help them.

Aggressive Lists

…of numbers, products, awards, case studies, clients, sales. Oftentimes, sales reps get carried away and end up sharing too many technical details in an attempt to make the product or service look good. These stats may not be of interest to them right then; so, instead of rattling off data during the meeting/call, email the material to them. The aim is to spark their interest and get them to open up more so that both of you can learn about each other.

What Sets You Apart

Marketing mavens today will tell you that the best way to sell more is to make yourself as distinctive as possible and to focus on how you can differentiate yourself from your competitors. But do you know the drawback of droning on about what you makes you different from the competition? It isn’t really relevant to the prospect. It is focused on you and your product. Do any of those differentiators hold value/benefit the customer? When you talk to your prospects, give them a unique value proposition for the product or service instead of a comparison. They are looking to make a purchase, not just a comparison between you and a competitor.

Instead…

Focus on quality conversations and sustained engagement. By keeping track of each interaction and scheduling follow ups, you will know when to push and when to wait it out. Schedule your calls ahead of time and note down what occurred in each conversation,so that you can start where you left off. By keeping the prospect at the heart of the conversation, you can engage better and boost conversion rates.