From: Boston News

Returning to the office without the sale nearly 35 years ago I received a great piece of advice — this after complaining to a company veteran that my prospect did not “get” the value of the product.

I was told:

“Burg, when the shooter misses the target, it ain’t the target’s fault.”

Of course, it wasn’t his responsibility to get it…it was my responsibility to effectively communicate it, which I had not. And, this happens with a lot of salespeople, doesn’t it?

Why? I’m sure there are many reasons.

One of my many very-wise Facebook friends, business development coach,Kumar Gauraw, opined:

“Bob, a lot of people are so fired up about their product, their opportunity or their services, they forget to pay attention to connect with the prospects and their needs. This to the extent that they don’t even bother to learn about the prospect before they put the proposition across.”

Or, as my friend, sales author and speaker, Jeff Shore puts it:

“Salespeople everywhere are consumed with the solution…without really knowing the problem.”

I couldn’t agree more. While huge belief in (indeed, while passion for) one’s product or service is obviously a terrific thing, it can have a dangerous downside, as well. It can cause a salesperson to forget that — when it comes right down to it — it isn’t about the product or service…it’s about the prospect. More specifically, it’s about how that product or service will add value to them, and only as they perceive that value.

Put your focus In the right place

So, first, do your research.Can you learn, in advance, about your prospect and his or her needs (either theirs personally or their industry’s) so you are on the right track toward understanding them? If not, what questions are you prepared to ask them during your presentation that will provide you with this information?

f you don’t do this, you simply cannot expect to present in such a way that your prospect will understand the value you can potentially bring them.