Problem:
Talk to many salespeople today and you may hear some familiar remarks. “We have the best _____ in the market today.” You fill in the blank: best product, service, quality, pricing, technology, research, etc. You know the script. You may even have said it yourself. Instead of being impressed, most prospects respond to such claims with remarkable indifference, even skepticism.
Analysis:
There are at least three issues with asserting that you are the best that create problems in the sales interview. First, your claim may be untrue. Of course, you are not intentionally making false claims but if you are in any competitive business (and who isn’t?), there are usually worthy competitors who offer comparable, or better, products and services. The second problem is that you sound like a traditional salesperson which scares the heck out of most prospects. Think about how you feel when you are being sold. Finally, and most importantly, your prospects couldn’t care less about your claims until they discover how they might impact them personally. They care about themselves, their issues, their dreams, their goals and their world.
Solution:
Get the prospect to reveal their challenges to you before making any claims. Stop telling, stop assuming, and start asking. Ask questions to help a prospect discover what their concerns are and to demonstrate that you care about them. As soon as they recognize that you are more interested in them than yourself, rapport will increase and they will be more likely to open up and share the real issues with you. Next time a prospect asks you why she should invest in your product or service, try responding with a disarmingly honest answer: “That’s a good question. I don’t know enough about you yet to know if there is a match between what I have and what you need. If you would be open to sharing a little about your situation with me, maybe we can see if there is a fit. Sound fair?” Try being the “best listener” you will experience the magic of a receptive prospect.