Showing the "Before and After" in Sales

One of the biggest challenges salespeople face is clearly communicating to the buyer the true value they will gain by working with them. While the value proposition of the product or service may be strong, the real challenge lies in communicating it in a way that resonates deeply with the customer's needs and expectations. Simply listing generic features or benefits isn't enough; something more is required: the ability to paint a vivid and compelling picture of the "before and after" of the experience of working together.

The Importance of Personalizing the Message

Every customer is different, with unique needs, problems, desires, and aspirations. Therefore, a standardized approach, where you simply talk about the benefits of the product or service without connecting with what truly matters to the buyer, can lead to disengagement. Successful salespeople understand that their mission is not just to sell a product, but also to generate an authentic connection with the customer. And this is only possible when you understand what truly matters to each one.Painting the "Before and After" When a salesperson manages to paint a clear picture of the "before" and the "after", they are presenting a scenario that is tangible for the buyer. The customer must be able to visualize their current situation and compare it to the desired future they can achieve thanks to the solution being offered. This contrast is crucial because it allows the customer to project themselves and see how their life or business will change as a result of that decision.

For example, imagine we are selling a technological solution to a company that is facing productivity problems. If we limit ourselves to talking about the features of the software, such as its speed or its ease of implementation, we probably won't capture the buyer's full attention. However, if we show them how their team will work more efficiently, how they will reduce costs, and how workflow will be more agile and fluid, we are creating a concrete image of transformation. In this case, the "before" would be a team struggling with inefficiencies, and the "after" would be a productive team, freed from operational obstacles.

Painting the "Before and After"

When a salesperson manages to paint a clear picture of the "before" and the "after", they are presenting a scenario that is tangible for the buyer. The customer must be able to visualize their current situation and compare it to the desired future they can achieve thanks to the solution being offered. This contrast is crucial because it allows the customer to project themselves and see how their life or business will change as a result of that decision.

For example, imagine we are selling a technological solution to a company that is facing productivity problems. If we limit ourselves to talking about the features of the software, such as its speed or its ease of implementation, we probably won't capture the buyer's full attention. However, if we show them how their team will work more efficiently, how they will reduce costs, and how workflow will be more agile and fluid, we are creating a concrete image of transformation. In this case, the "before" would be a team struggling with inefficiencies, and the "after" would be a productive team, freed from operational obstacles.

What is Truly Important to the Buyer?

This is where the art of selling lies. Not all buyers seek the same things. For some, efficiency is crucial; for others, price is a determining factor. There are those who focus on value for money, while others are more interested in the durability or innovation of the product. Therefore, the key is to discover what truly matters to the buyer before presenting the solution.

This discovery doesn't happen by chance. It requires asking, researching, and actively listening. Every interaction with the customer should be geared towards obtaining valuable information that allows the salesperson to refine their proposal. Some key questions that a salesperson can ask to get to the heart of what truly matters include:

• What problems are you currently facing in your business or life?
• What results do you expect to get from this investment?
• What would you value most in a solution like this?
• What are your top priorities or goals in the short and long term?

The Success Narrative

Telling Stories Once the salesperson has identified what is important to the buyer, they can utilize a very powerful tool: storytelling. Stories are an effective way to convey complex messages in a simple and emotionally resonant way. A good salesperson doesn't just explain features; they tell stories of how other customers have achieved similar transformations. These stories should be carefully selected to be relevant and aligned with the aspirations and challenges of the customer in question.

For example, if you are talking to a client who values innovation, you can tell them how another customer in their industry used your product to stay ahead of the competition through innovative technologies. By presenting this success story, the customer will not only understand the value of the product, but they will also see themselves reflected in the experience of others, which increases confidence in the purchasing decision.

The Power of Visualization

In addition to stories, another effective way to help the customer understand what they will gain by working with you is visualization. Many buyers need to see the change to believe in it. This can be achieved through demonstrations, simulations, or even visual case studies. In today's digital world, the use of visual tools, such as graphs showing progress or videos exemplifying the before and after, can be incredibly helpful.

For example, if you sell software that improves project management, you could show a graph that represents the customer's current workflow and then another graph that illustrates how that workflow will change after implementing the solution. This helps the customer visualize the impact tangibly, making the decision-making process easier

Adapting to Each Buyer

Not all tools or strategies will work equally for every customer. Some respond better to emotional stories, while others need tangible data and evidence. The important thing is that the salesperson be flexible and able to adapt their approach according to the customer's needs. This requires soft skills, such as empathy and active listening, but also a deep understanding of the product or service to be able to demonstrate its value from multiple angles.

A customer who prioritizes efficiency will want to see how the product saves them time or money; on the other hand, a customer seeking innovation will be more interested in knowing how the solution keeps them at the forefront of their industry. This is the art of personalization in sales: adapting the message to what truly matters.

My Conclusion

In the world of sales, the ability to clearly communicate the value of what you offer is fundamental. But a generic approach isn't enough. To truly connect with the customer and motivate them to make a decision, you must help them see a compelling "before and after." This can only be achieved when you take the time to understand what truly matters to the buyer.

The salesperson who manages to master this art not only closes sales but also builds lasting relationships based on trust and the perception of genuine value. At the end of the day, selling is more than offering a product or service; it's about helping the customer see how their life or business can be transformed in a positive way by working with you.

Dionisio Melo

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