Sometimes the simple shifts we need to make in sales and marketing can be the hardest. Our wagon wheels tend to stay in well-worn paths.
This one shift is worth the extra effort to break free.
Here’s the shift that many sales and marketing approaches needs to make.
Shift from talking about you to talking about the problem you solve for your prospect.
Here’s what this means, and why it matters.
When you talk about you, your prospect cannot hear you very well. They want to know how you’ll help them slay their dragons. Prospects are looking to solve a problem. When you talk about you, or your company, or your product, instead of talking about how you’ll solve their problem, you make it hard for your prospect.
Prospects should be the hero of the story. You are the guide there to equip them to win the battle. You are Mr. Miyagi not Daniel in the story.
Lack of clarity on solving the prospect’s problem also leaves sales and marketing (and product) teams frustrated and blaming each other when things aren’t going well. This isn’t any fun!
Life’s too short to be pointing fingers.
There is a simple shift you can make – whether you’re a solopreneur or an enterprise organization.
We know that prospects care most about their problems. We know they need help solving their problems. So, put you, your company, and your product to the side (at least for a minute) and talk about the problem you solve for your customer.
If you’re already doing this, great! You can stop reading here. If you think you are already doing this, even cursory glances at websites, marketing cadences, sales conversations, and product releases suggest otherwise.
It’s why many sales and marketing messages start something like this:
- We provide unparalleled service…
- I do this for my clients…
- Our new feature makes us #1 …
Notice these all-too-common statements are you-centric not prospect-centric. They may benefit your prospects, but it’s about you. Instead, do these three things to help shift your focus to your prospect’s needs:
ONE: Every time you have the urge to say “we,” “I,” or “our,” change it to: “this,” “it,” or “you’re.”
TWO: Then incorporate the words: “ability to,” “allows,” or “enables you to…”
THREE: Create compelling messaging that speaks to the problem you solve for your prospect
Notice the difference when I use these language suggestions:
- This simple shift in your sales and marketing efforts provides you the ability to transform your sales and marketing messages to attract more prospects, and win you more business.
- Many sales and marketing tips lack actionable steps for your unique context. This shift enables you to put these principles into use right away so you see tangible results, fast. You’re able to hit the ground running.
- It’s a subtle shift in your messaging that allows you to capture the attention of your prospects, beat your competition, and provides you more opportunities to help more customers.
Notice how this messaging is all about you (the reader of this post). I never talked about me. I highlighted the problem I solve for you – attracting more customers, winning more business, beating the competition…etc. I could go on and highlight how this approach enables you to align your sales, marketing, and product teams. In short, this is the ability you will have if you make this shift.
The formula is simple – make sure your prospect and your prospect’s problem (not you, your company, or your product) is the subject of the story you’re telling.
These simple changes enable you to get the attention of your prospect much more effectively. If this is done across sales, marketing, and product, it changes the game entirely.
Bonus – when you do make this shift, everyone will feel good about selling because you’ll be solving people’s problems instead of applying pressure tactics that you probably don’t like anyway.
I hope this helps.