Focus on the 'Why' vs. the 'What'
Randy Seidl
CEO | Board Member | CRO | Sales Community Leader | Advisor | Executive Recruiter
Focus on the 'Why'
Very common for sales people to want to talk about the 'what'.
As leaders, it's important to constantly be reinforcing the need to talk about the 'why'.
Prospects buying into the 'why' is were the true value of your solution is.
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Randy's Tips to Sell More ?? Excerpts from Your Go-To Sales Advisor
Focus on the “Why” Versus the “What”
By Greg DiFraia
What the Idea Is: Often with sales/marketing we like to focus on what the product or solution does versus why we developed it in the first place. Many of the products on the market were developed to help solve a pain or a need; and instead of focusing on this, which relates better to potential customers and prospects, we tend to talk about us and what the product does, its features, speeds/feeds, etc.
Why It Is Valuable: Getting your customers and prospects to agree with you on your methodology and why you do what you do is the most import- ant accomplishment in the engagement. When customers buy into the “why,” they are confident that your product/solution will meet their needs. However, it is vital that customers feel you clearly understand them and their pain/challenge, and that you have taken this into account for the solution deliverable. It’s not about you; it’s about the customers.
How it Works: Ensure your teams focus on the components of the message, especially the “why”—why we do what we do, with defensible proof points and metrics. Articulate where you have done this before and how you were able to solve their pain, and ensure the customer buys into the methodology. Once they do, then you can review the product (the “what”) and solution particulars.
It’s common for salespeople to want to talk about the “what” first, which is something that you as a leader need to constantly coach and reinforce.