Expertise is what you bring, not how

It's not what you do that sells, but what you bring.

The biggest mistake I see sales consultants make? When they're allowed to pitch something...

They explain how they do something, rather than what they offer. And they do this very early in the sales process.

Understandable! Because you have expertise or great technology to offer.

But nobody wants that. In fact, if you do it too quickly, you'll give your prospect every reason to say, "Yes, but," or "That won't work here," or "We have people who can do that ourselves."

And the worst part? What the customer feeds you back, is probably wrong! They just don't understand what you're offering yet. So they start resisting.

Think BMW. When was the last time you heard someone ask how the exhaust system works? Or how the oil flows through the engine?

Never.

But everyone knows what a BMW brings. Impact on the driver: status, quality, performance, a certain feeling, lifestyle.

That's what sells.

Not the specifications, but what it brings to the prospect.

And yet, I see consultants do this time and time again. Explaining what they do, how their process or software works. Certainly interesting, but only much later in the (sales) process. After you've challenged your client on their needs, after you've translated your value proposition into impact for them.

What happens then? Your customer asks, "How do you want to handle this?" And then it's no longer a reason for resistance but a buy signal.

Stop explaining what you do. After asking extensive questions, explain what you bring. In customer KPIs.