When it comes to sales… You Are Unimportant.

We are ego-driven animals. We naturally assume that we are thinking about the right things and that we have the right answers. Our own personal perspectives are beyond recrimination or criticism. We are smart, well researched, and one hundred percent correct but really when it comes to sales, no one cares. We are unimportant. It might hurt to say it, but when it comes to sales, our opinions don’t mean anything. Our perspectives don’t sell products. We don’t matter.

Of course, we do matter on some level. We are the ones who have to find prospects and pitch them. If we do a good job, we make money. Thus, we are a critical component to every sale. However, our personal tendencies and preferences, our individual perspective, and our assessment of a product or service is unimportant. The only attitude that matters is that of the buyer.

Marketers often make the mistake of personalizing their sales copy and strategies as if they were the targeted consumer. They focus on detailing the features and benefits of a product that appeal to them. They write sales letters that appeal to them. Many marketers write materials designed to sell the product to themselves.

There’s a serious problem with that outlook. The marketer’s opinion is only important to the extent it mirrors the predominant outlook of potential consumers. There are occasional exceptions to this rule. If you happen to be a “recognized name” with a long history of selling winning products, your personal endorsement may have a great deal of meaning. Overall, however, your opinion means very little in terms of the sales process.

What does matter is what the prospective buyer is thinking and how they approach the offering.

The best sellers know this and run with it. They make sure that their marketing efforts are based on what others want and they don’t spend a great deal of time worried about their own opinions and perspectives of a product.

If a specific component of their strategy seems to be more about their own perspective than that of the buying public, they remove that part of the plan and replace it with something designed to appeal to the public.

Many marketers simply assume their assessments and attitudes mirror that of their buying population. That isn’t true. The seller generally knows more about the nature of the product, the problem that led to its design and other things than will the average buyer. By focusing on the specialized appeal of the product instead of on what makes it attractive for the overall consumer base.

Think about your current sales tactics. Are you spending time, energy or space talking about the things that make the product attractive to you? If you are, can you discern whether those are the same things that should make it attractive to others?

It’s time to trim away sales materials designed with your self-gratification in mind and to find a way to get more customer-centric immediately.

You are unimportant.

Remember, you have to sell to make money and you are selling to “them,” not to yourself.

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This entry was posted on Tuesday, February 19th, 2008 at 9:13 pm and is filed under eBooks & Reports. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.