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Understanding their emotional ties to the decisions they make, then synthesizing that emotion into your sales conversations, content, and copy is the key for generating consistent revenue that you can scale.
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Mistake #1 – Who is it About? Not You.
high dress pumps design latest woven heel women's toe block heel genuine leather ladies pointed supplier shoes A big mistake is starting the conversation with how great your company is, how great your product or service is, or what great value you offer. Yes those statements may be true, but the timing is off.
Whether you are starting a new conversation or looking to engage your target buyer in conversation, drop the “me” attitude and the “me” mindset. It can’t be about you, yet. It has to be about the person you’re trying to reach.
Whoever Understands their Buyer Best Always Wins
Understand your buyer better than they understand themselves, and acutely better than your competitor. Understand the context in which they receive your message, where they’re coming from, who they are, and what they’re looking for.
heel heel block pumps toe women's shoes leather design genuine pointed high dress latest supplier ladies woven Remember to frame your conversation from the point of view of the mind of the buyer.
Mistake #2 – Who Knows More? You? Nope.
The second mistake is assuming you know more about your target buyer than you actually do. How is this mistake revealed? By the way you outline how your product works, your opinion on things, your take on different features or products and services, or your take on the market in general.
A better way to communicate is by angling your conversations towards what buyers are asking themselves. Buyers come with a set of beliefs, assumptions, suspicions, skepticism, fears, and needs. The psychographic and psychological behaviors and motivators are the ones you want to put front and center in your sales conversations.
Simple Tip to Understand Buyer Sentiment
A great tip for your next conversation is to remember to root and anchor your message in the language of your ideal buyer. This is best done through research.
You can learn a lot from just picking up on what people are saying in book reviews, on forums, in groups, or in testimonials on other websites. Another tip is to review your competitors’ websites and look at the testimonials that they get. You’ll gain rich insights into what people are expecting and what they’re looking for. Lastly, speak with your existing clients to get a sense of their use of language, their preferred buying process, and other nuances to help you build winning sales conversations.
Be more relatable, impactful, and ultimately, generate more revenue by crafting your next sales conversation in full consideration of your buyer.
In addition to being a co-author of Predictable Prospecting, Marylou Tyler is also a renowned sales process improvement expert, speaker and the CEO of Strategic Pipeline. She has helped businesses like Apple, Bose and UPS grow their revenue by increasing their sales pipelines. Marylou’s passion is helping B2B sales professionals go from cold conversations to qualified opportunities.