Why state matters over script

Welcome to Sales Insights – where we share strategies to help you attract, engage, convert and retain high value clients.

If you want to attract clients consistently, I’d suggest your state matters more than script.

How you come across is more important than showing your expertise.

I’m not suggesting your expertise doesn’t matter. It does. But there’s a time and place to demonstrate it when sitting in front of a client.

First, your potential clients want to feel comfortable with you. That you have empathy and relate to their issues. That you understand them and what’s happening in their world. That you can provide insights as to what might be going wrong and why.

This builds trust in you.

Which means who you are – your essence is more important than what you know – your expertise and what you’ve done – your experience.

I was reminded of this years ago as a young, rookie salesperson.

I’d been sitting In front of a prospect I “knew” what he was going to say. I’d heard the objections before. So immediately he’d finish a sentence I’d answer. Fast.

To me this was an obvious way of showcasing my expertise.

But it didn’t come across that way.

To my surprise and chagrin, his feedback was, “I was too glib and he didn’t feel I took his issues seriously enough.”

Ouch!

I lost that deal and after some “coaching” from my manager realised that state matters more than script.

Like any actor, knowing your lines is not enough. It’s how you deliver them that matters.

The key to improving sales conversion is first understanding your prospects almost better than they do. Then having empathy for their situation AND guiding them to a solution.

Not starting with your solution and hoping you’ll generate interest.

The same philosophy applies in your marketing materials. It’s your combination of Expertise, Experience and Essence which makes you unique.

And you must explain it in ways that your clients resonate with. Because we take what we do for granted but our clients don’t actually know and understand what we could do for them.

Having said this, I know from personal experience, it’s very hard to do this for ourselves. We’re often too close to our own stuff.

Which is why I work with clients to distil their uniqueness and effectively communicate it. If that’s an area you’d like my help with, please reach out.

Rashid.

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What's your Unique Value Proposition?

We're all in competitive markets. Why would someone come to you over everyone else? How do you demonstrate your unique value?

Every business in our recent Leader's Round Table said they were struggling with this. So I'm going to run a series of masterclasses on how to define your unique value proposition.

The first will be Wed 20th March. Register here: https://events.humanitix.com/how-to-differentiate-yourself-in-a-crowded-market