The pitfalls and common mistakes of the ‘expert’
This might seem an odd thing to say, but this is often something that crops up with businesses that are selling products or services that can be very technical, or new to market.
They are so keen and excited about their new product or service, that they forget
‘it’s not actually about them’
It’s fundamentally about what problem/need or pain they can solve or eradicate for their prospective customer.
It may have all the bells and whistles, do things no others can do, be the latest design, have the best this, that and the other. But if all they do is just tell, and not listen, it will fall on deaf ears. No one likes being sold to, but we all like to sound off about our problems from time to time. An that’s what you need to address.
That’s why, when I get asked how telemarketing can possibly work if you’ve never sold ABC widgets before, or XYZ services, I explain that before they can successfully ‘sell’ to a prospect, they need to know what they might actually want to buy and when.
And the only way to do this is by asking questions first that ‘pinpoint the pain’ and ‘find the need’, which is what good telemarketing is about. In fact, that’s why it’s called telemarketing, not telesales.
So, remember, it’s not about you, it’s about them.
