Daily Quote |
Skill
If a stranger stops you on the street and asks what time it is, do you launch into a three-minute rambling description of how your Rolex works?
No…you tell him what time it is. (Duh.)
The gravitational pull you feel to explain every last detail about your product in pitch meetings is understandable: you're inundated with product training and all-hands meetings that glorify your offering's bells and whistles.
Knowing your product does NOT require telling your customers everything you know.
Fight product info overload! Your customers don't care about your long tail.
Do
Knowing your product inside and out is great, but knowing how to translate product features into value is better.
Use the "So What…?" trick to help you emphasize value and benefits.
When pitching a customer today, imagine a dialogue box with the words "So What…?" appearing in a bubble above your head. The bubble is there to urge you to focus on explaining value to the customer.
"So what that feature means to you, Mr/Mrs. Buyer is this…"
Buyers need you to explain it to them…succinctly.
Oomph
In this clip from the movie The Guilt Trip, Seth Rogan realizes his features pitch is losing his audience, so he pivots and saves the sale with a great selling move.
Once you perfect the art of translating product knowledge into what the customer cares about, you can, like Seth, amp up customer engagement and create demand.
In this clip from the movie The Guilt Trip, Seth Rogan realizes his features pitch is losing his audience, so he pivots and saves the sale with a great selling move.
Once you perfect the art of translating product knowledge into what the customer cares about, you can, like Seth, amp up customer engagement and create demand.
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