What I am going to show you in this video will completely change and improve how you sell. And I am confident that this will be different from what you are doing today because what I will discuss is different from what any salesperson I work with does.
Product-Focused Selling
I receive a lot of cold emails and cold calls every day, and just about every salesperson uses a product-focused sales approach. This is where the salesperson primarily talks about the product they sell and the company they work for, which usually goes something like this:
- This is who I am.
- This is the company I am with.
- This is the product I sell.
- Do you need what I sell?
- Can we meet to discuss what I sell?
And you might look at that and ask, “What is wrong with that approach?” And it can seem like a logical approach to go out and talk about your product if you have been hired to sell a product and get paid when you sell that product, but this is a flawed approach for many reasons:
- It is all about me
- Focuses on the salesperson’s interests
- Prospects get sold to a lot
- You sound like a salesperson
- More objections and rejection
- Prospects not in buying mode
- Missed opportunities
- Fewer leads and fewer closed deals
- Selling is difficult and stressful
Prospect-Focused Selling
We have designed an approach to selling that resolves all those challenges and greatly improves the salesperson’s chances of success, and we do so by completely flipping everything around. Instead of being all about the product, we make everything all about the prospect. This looks more like this:
- This is how I help.
- These are the problems I solve.
- How are you doing in those areas?
- We might be able to help.
- Are you available for a conversation?
This change and shifting from talking about the product to talking more about the prospect will completely change everything you say when interacting with prospects. This will change what you say in cold emails, cold calls, appointments, presentations, objection responses, voicemail messages, and more. And by making this shift, you will completely reverse all of the challenges that come with product-focused selling:
- More about the prospect
- The prospect’s interests
- Create more rapport
- You sound like an advisor or consultant
- Fewer objections and less rejection
- Sell the conversation
- Establish more conversations
- More leads and closed deals
- Selling is easier and more fun
More Difficult and Easier
In some ways, prospect-focused selling is easier because you will face fewer objections and rejections, but it can be more difficult in figuring out what to say and ask. That is because when using a more product-focused approach, you are just talking primarily about the product you sell and the company you work for. And since you likely have a lot of that knowledge in your head, it can be easier to think about what to say.
With prospect-focused selling, it is more sophisticated, and you will be communicating at a higher level, sounding much more experienced and sharper. But this approach can take a little more thought when figuring out what to say and ask, and in some ways, that can be a little more intimidating and difficult.
But you don’t need to worry about any of that because we have created a system to help with this and make the transition and leap forward extremely easy. And it all starts with creating your sales message, which is the collection of main talking points and questions to ask for your product or service. With this in place, implementing a prospect-focused sales approach will be no problem at all.
And we will show you how to do that in the next video because this is just video one in a six-video series.
Video 1: Completely Change How You Sell (Intro)
Video 2: Create a Prospect-Focused Sales Pitch
Video 3: Focus on the Prospect When Cold Calling
Video 4: Focus on the Prospect In Cold Email
Video 5: Center Appointments Around the Prospect
Video 6: Tailor Presentations to the Prospect
We hope this video and the rest of the series helps you with new ideas for how to use prospect-focused selling to improve your sales results!
