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How to Attach to the Customer's Largest Business Problem

You've heard the saying, "Show up and throw up." The phrase for showing up in front of a prospect unprepared is all too often a reality for too many salespeople. 

Throwing every single element of your solution at a prospect and hoping the multitude of features and benefits impress the buyer, is a classic symptom of Seller Deficit Disorder. Sharing information that's not relevant to what your buyer needs gives the perception that you aren't listening to your buyer and perhaps, that you're way more than the buyer needs (Read - too expensive).