Most early-stage sales teams lead with their products. They are typically so excited about their new products, that they get bogged down in selling the minutia of their product’s features and functionality. They think that is what their clients will care about, and that is what is going to drive a sale. A common rookie mistake. As clients don’t really care about you or your products (at this preliminary stage), they care about themselves, and how you are going to help them to solve their problems.
The best sales teams are masters in story telling. They artistically layout a big picture problem in the industry, that the client is dealing with, and slowly rope them in with their elegant solution to this problem. It is not until several meetings in does the salesperson even talk about their products. They only detail them once the client has taken the bait, and they need to set the hook.
Read the rest of this post in Forbes, which I guest authored this week.
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