Sell To the Customer's Need, Not Your Own

Warning: Some will read the headline and think, "I already do that." Yet the vast majority of software selling is based on what the software does and not what the customer needs. This despite the best intentions of sellers and their teams.

The problem arises from the fact that we struggle not to see the world through our own perspective. It's almost always about us. If we make software, we focus on features and performance, assuming the market will value what we say provided we back it up with happy customer stories. But every customer is different and their reasons for buying can be as disparate as humans themselves.

This is why I previously wrote that having a true customer journey is a big first step to selling to sophisticated buyers. It flips the script on the typical software sale. In the first moments of contact, a buyer can perceive the focus of the seller as high (the customer needs) or low (the sellers own needs). A low focus starts with a demo or the infamous slide full of customer logos.

What if the first slide simply said, "What are you trying to accomplish?" Imagine the conversation that ensues. It would continue with questions like:

• What drives the need to accomplish this?
• Who is asking for this change?
• What makes it important to you? To others?
• What has kept you from doing this in the past?
• How can I help?

The answers to these "high focus" questions will drive a conversation based on what the customer needs. It will more quickly sort out whether the buyer and seller are a good fit for each other. It will save everyone lots of time.

You won't lose a sale for this approach. You'll gain lots of champions.