Microsoft Corporation is investing in excess of $6 billion in well-targeted advertising which Steve A. Ballmer, Chief Executive, described as “aggressively as we’ve ever invested in anything. The more we know about client behavior, the more every ad is relevant, and relevancy improves the chances that consumers will buy.”
How relevant are your pitches to your clients? Even salespeople who truly identify needs can fall short when it comes to linking their products to the needs they have identified.
Here are guidelines for making what you say relevant and, therefore, more interesting and persuasive:
When it is time to talk about your products:
Make sure it is time to get to product. Did you uncover needs in-depth?
Start by talking about the need (“John, I know … is important for you to …” vs. saying something like, “Our product …”).
If the solution has more than one part, concisely preview the full solution by saying, “I think there are two things we can do … and … to (tailored benefits)” to make it easier for your client to listen.
Then immediately and concisely describe each part of the solution incorporating the needs you have identified and specifically use the client’s language. If you are not incorporating your client’s words, the client won’t “feel” the connection. If you are unable to include the client’s words, you either questioned and listened without recapping the benefits or you simply have not questioned and/or listened effectively.
Check if the client has any questions on what you have stated by asking, “What questions do you have?”
Then ask, “How does … sound to you as a way to … (need)?” to get very specific feedback. It is essential for you to know how the client feels about what you’ve recommended so you can decide what to do next.
If you want to increase your chances that your clients will buy, make sure everything you say is relevant to them. Speak their language. Stamp “client needs” all over your solution. Let me know what you think!
