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The most frustrating thing I see nowadays with salespeople is what I call feature pitching. They get in front of a potential customer and just list off all the things their product can do. They talk and talk about how incredible it is without ever stopping to ask a single question or build a relationship. This is the exact wrong approach. Yeah, you might have a great product, but who cares? Doesn’t matter how great it is if it doesn’t fulfill the customer’s needs and fix pain points. It’s time to get back to customer-focused selling. It’s time to match up problems with solutions and engage with your customers at their level. It’s time to shut-up and listen.
Despite its increasing irrelevance, the tired, old sales pitch still enjoys a large following. Unfortunately, that washed-up elevator pitch generally focuses solely on the seller – the company, its capabilities, and its accomplishments – and rarely highlights the prospect’s needs.
When you’re dealing with a longer decision-making process, challenges are even greater to shorten the sales cycle and get more potential customers through it. If you let your sales cycle go on too…
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