Sales Pitches

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When you read the latest books about how people buy, you find that they all tend to have the same fatal flaw. In each book, even though the authors are describing today's savvy customer, the salesperson is still portrayed as having more knowledge than the customer. He is described as the main player who acts as a guide to the customer's buying process - as if the customer were ignorant and needed the salesperson's help.

This is completely untrue. Now more than ever.

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Two people. On the phone, having a conversation. That's what people use phones for - to have conversations.

What happens in a conversation? One person says something. The other person listens, understands (or asks a question to make sure he understands), then responds appropriately.

The conversation moves from point A to point B because BOTH people are talking - and listening.

Now let's apply this to sales calls.

Yes, it is possible for a salesperson to have a conversation with a potential customer. But only if the salesperson:

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I have just finished interviewing about 25 top execs running system integrator companies. Some are doing well, some aren’t. But one thing they all had in common: a desire to differentiate themselves, and no clue as to how to do it.

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Before someone will buy your product, they have to "buy" your content. Your content is actually your first product, and should be viewed that way. If they don't like your free content, they won't pay for your product.

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In a recent article, ("Do You Secretly Believe You Are Smarter Than Your Customer?"), I chastised Jeff Thull, the author of Mastering the Complex Sale, for saying in his book that most customers of the complex sale "are not equipped to make a good buying decision - that the salesperson selling to them must guide them through the process."