Make it about your prospects, not yourself

If you want to prospect forever, focus on yourself. If you want to eventually quit prospecting, focus on the other person. Make it all about them, not about you.

By focusing on the needs and goals of your prospects, you can build strong, lasting relationships that lead to referrals and repeat business. This approach sets you up for long-term success and reduces the need for constant prospecting in the future.

Understanding the concept

The idea of "Make It About Them" may sound straightforward, but it's an area where many sales professionals struggle. Shifting your focus from your own agenda to the needs of the other party is crucial for success in sales, leadership, and business development.

A common mistake is centering the conversation around your own needs or the features and benefits of your product. For instance, a salesperson might focus on explaining why they think the prospect should buy their product without truly understanding the prospect's needs or concerns.

Instead, aim to make the interaction all about the prospect. Ask questions that allow you to understand their goals, challenges, and what they hope to achieve from the meeting. For example, you might say, "I look forward to our meeting, but to ensure you get what you'd like out of it, could you share the key points you want to cover?" This approach makes the conversation about the prospect and helps you tailor your pitch to their specific needs.

How will making it about them decrease long-term prospecting?

Focusing on your prospects' needs and goals creates a strong foundation for lasting relationships. This strategy not only builds trust and rapport but also sets the stage for a network that continually generates referrals and repeat business, ultimately reducing your need for constant prospecting.

1. Increased Engagement: When prospects feel heard and understood, they are more likely to engage with you and see value in the conversation. This leads to more meaningful interactions and a higher likelihood of them considering your solutions.
2. Stronger Relationships: By prioritizing the prospect's needs, you establish trust and loyalty. These strong relationships are more likely to evolve into long-term partnerships, where clients are willing to refer others to you.
3. Higher Conversion Rates: When you understand what truly matters to your prospects, you can tailor your solutions to fit their needs precisely. This alignment leads to higher conversion rates, which means less prospecting is needed to achieve the same—or better—level of sales.
4. Referrals and Repeat Business: Satisfied clients who feel valued are not only more likely to return for additional business but also to refer new prospects to you. This cycle of referrals and repeat business gradually builds a self-sustaining network, minimizing the need for traditional prospecting.

By making interactions all about them, you position yourself as a trusted advisor rather than just another salesperson, leading to a sustainable sales strategy where your network works for you.

Applying this strategy to Your sales process

• Ask Specific Questions: Specific questions get specific answers. This approach helps uncover their specific needs, challenges, and goals, allowing you to better tailor your solutions.
• Tailor Your Presentation: Based on the information gathered, tailor your presentation to address the prospect's specific pain points, needs, and concerns. Never present without asking specific questions first.
• Follow Up Thoughtfully: Once you understand their pains and needs, don't just dump your prospect in a generic follow-up sequence. Communicate how they want to communicate, and make it specifically related to their situation and their pains.

Start shifting your focus

By focusing on making interactions about the other person, you set yourself up for long-term success in sales. This strategy not only benefits your prospects but also creates a network of satisfied clients who will advocate for you and your business.

Good Selling!