You may think arming yourself with facts and data will help you convert prospects into customers, but it’s more important that prospects believe you truly understand their business, the industry, the company, the LOB’s and the Individuals within the organization. This issue comes up time and time again in our interviews with clients, they want their solution provider to understand their business.
This is hardly surprising, since you can’t add value without having a clear picture of the business and the client’s position in the industry. Once you understand their business you can better understand the core business issue. The three critical components that drive the sale:
- Demonstrating that you truly understand what their business issue is, and how it negatively impacts the company’s performance (current state)
- Knowing what their desired outcome will be, and how that will improve their overall success (future state)
- Knowing the prospects “measurements for success” (not yours)