Are you feeling stuck with feature-heavy sales pitches? Learn how to adjust your sales messaging by focusing on prospects' pain points and emotional impact.
Creating Effective Sales Messaging to Connect with Customers
Traditional salespeople tend to focus on the features and benefits of their product. But sales prospects can struggle to interpret how the features and benefits specifically help them. When prospects are confused, it is easy for them to say no.
By changing the messaging in your sales conversations to focus on compelling reasons to do business, sales prospects will see a solution to their specific pain points.
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Video Transcript
The prospect struggles with interpreting features and benefits. "ABC product does XYZ. Well, how does that help me?"
Traditional selling and traditional salespeople want to talk about their products and services.
And often times, this conversation is framed around "My product and service, here are the features, here are the benefits."
A better way to address this situation is to approach prospects from the standpoint of "Mr. Prospect, I work with CEOs, and typically they tell me things like, 'Hey Rob, I'm struggling with XYZ, or I've been frustrated with ABC for the longest time and one, two, three results.'"
If we frame the conversation that way, we'll be speaking the same language.
And so instead of features and benefits selling, if we could spend way more time focusing on—not even needs, but—compelling reasons to do business or pain points, we’ve moved or down into emotional impact of the prospect's problems.
Number one, you're going to get to your product. Number two, they're going to believe you can fix it. Number three, they're going to understand your world.
That's an easier way to do it.
