I love to talk to salespeople who believe these sales three myths:
- The best product wins.
- Customers buy features.
- Always say yes and agree with the customer.
The best products don’t always win.
See Betamax from the 1990s, for example. A far superior product that didn’t get the benefit of becoming the industry standard. Sometimes being first is more important than being the best in industry.
- Sometimes the cost of switching makes a better product out of the consideration set for a customer. It can be too much work to change what someone currently buys.
- Without scalable distribution, it might be hard to find your better product. There are plenty of terrible products with a broad distribution that sells well because they are convenient and easy to find.
- Finally, the network effect is powerful. Friendster may have had a superior product and social media model – but all my friends were on Facebook and weren’t switching.
Customers buy features.
Sorry, but this isn’t true. Customers buy the overarching benefit they get from their purchase.
- Yes, there is a niche of consumers who do buy on features – but it is small compared to most consumers and clients who buy on irrational, non-linear reasons. People buy from people they like or share concerns.
- A client told me the story that her top salesperson knew the least about their software and its functionality. What she exceeded at was listening and being empathic. She closed more deals through caring, not knowing. Sounds counterintuitive, but her most knowledgeable salesperson had a difficult time closing because he got lost in the weeds.
Always say yes and agree with the customer.
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- A client from last year shared with me a story about how their business had become so customized for every client that they weren’t making any money. Every project was unique and needed extra work to execute. The sales team always said YES to every request, instead of selling suites or product offerings.
- Are you in the custom suit business, or selling off the rack? Better decide, or your profitability will plummet.
These three sales myths needed exploding. What other myths do you wrestle with each day?
Does your business need a marketing coach, guide, or sherpa? Are you generating enough leads? Is your marketing underperforming? I can help.
You can set up a time to chat with me about your marketing challenges using my calendar. Our initial conversation is free. You talk, I listen. Email me jeffslater@themarketingsage.com or call me. 919 720 0995. Visit my website at www.themarketingsage.com Let’s explore working together today.
Photo by Jayson Hinrichsen on Unsplash
