This article by Paul Reilly is a follow up to his presentations for ARM in 2016. As a result of his high marks from attendees at the 2016 Executive Forum, ARM invited Paul to present a seminar at the Annual Meeting in New Orleans.
In an airport, I saw a trash receptacle that made me think twice before throwing away my trash. Rather than labeling the garbage container with the word “trash,” they used the more compelling word, “landfill.” Changing one simple word reminded me of the impact of the decision.
Buyers don’t care what your product does. Buyers care about the impact of your product. Too many salespeople sell the buyer on what their product does. Too many salespeople pitch features and technical attributes, but they don’t pitch the impact. Salespeople fail to realize that these attributes are a means to a greater end.
What your product does is called the utility. Buyers are less interested in utility and more focused on the impact of your product. The impact of your product is how it affects the buyer.
Buyer’s don’t buy your product for what it does, they buy the outcome. The impact of your solution is what compels a buyer to buy. To understand the impact of your solution, ask yourself a simple question, “What does the buyer stand to gain when they experience our value-added solution?”
Paul Reilly is the founder and president of Reilly Sales Training. He began his training career by joining Tom Reilly Training. Reilly Sales Training offers a complete range of training programs, consulting services, and training assessments. Reilly Sales Training is a St. Louis-based, privately owned company that specializes in training sales professionals, sales managers, and service professionals. Reilly Sales Training offers public seminars, in-house sales training programs, consulting services, and hiring and training assessments.