Focusing on what is relevant

In the world of sales, it is essential to identify what is relevant to our customer and focus on that in order to make a successful sale. It is important to understand the needs, wants and concerns of our customers and use that information to personalize our value proposition. In this article, we will explore in detail the importance of focusing on what is relevant and how we can do it effectively in the sales process.

Identify what is relevant to our customer

When we are in a sales situation, it is tempting to want to talk about all the features and benefits of our product or service.

We want to highlight everything we consider important and valuable. However, this strategy can be counterproductive. Customers do not have the time or patience to listen to a long list of features and benefits that may not be relevant to them. Therefore, it is essential to identify what is relevant to each particular customer and focus on that.

To identify what is relevant, we must know our customer thoroughly. This involves researching their industry, understanding their business model, knowing their challenges and objectives, and understanding how our product or service can help them overcome those challenges and achieve their goals. We can ask open-ended questions and listen carefully to the answers to gain valuable insights into what really matters to our customer.

Communicate appropriately

Once we have identified what is relevant, we need to communicate it clearly and concisely. It is important to highlight the specific benefits and solutions that our product or service offers in relation to what the customer considers important. Rather than speaking in generalities, we should provide examples and success stories that demonstrate how we have helped other customers in similar situations. This helps to build trust and credibility in our offer.

In addition, by focusing on what is relevant, we demonstrate that we understand the customer's needs and care about their success. This creates a bond of trust and establishes a strong relationship. Customers are more inclined to do business with those who truly understand their challenges and are willing to provide specific solutions to solve them.

Save time and effort

Another advantage of focusing on what is relevant is that it saves time and effort. By focusing on what really matters to the customer, we avoid wasting time on unnecessary discussions or details. We can get straight to the point and present our value proposition effectively. This also helps to maintain the customer's interest and attention, as we do not waste time on irrelevant information.

It is important to note that focusing on what is relevant does not mean completely ignoring other aspects of our product or service. There may be additional features and benefits that are important at a later stage of the sales process. However, in the initial stages, it is critical to focus on what really matters to the customer and address their key concerns.

Adaptability

To focus on what is relevant effectively, we must also be flexible and adapt to the changing needs of our customers. Customers' priorities and concerns may change over time, and it is important to be aware of these changes to adjust our approach and message accordingly. Adaptability and active listening are key to staying aligned with what is relevant to our customers at all times.