If you confuse them, you lose them.
In this world where a cornucopia of information is right at our fingertips, it is all too easy to confuse our potential customers. Less, truly is more.
Our prospects want us to be the experts. They are coming to us for guidance with certainty. The last thing they want is to leave a meeting with us or hang up the phone more unsure of their future than when they started.
It is so easy to do. We love to show how smart we are by dissecting all of their needs then laying out a full menu of options that might suit their needs in different ways. Here is where we start to confuse them.
The first problem with this approach is that it shows we haven’t truly done our due diligence up front. Had we asked the proper questions to begin with, we would know more about their needs and be able to better tailor a solution that scratched their particular itch.
The secondary issue is even bigger. When we give them too many options, we confuse them. No, our clients are not idiots, but they are not as well-versed in our products or services as we are. They need our guidance.
As easy as it is to confuse our customers, it is just as easy to set ourselves up for success.
Find out their particular “why”. Ask questions designed to flesh out not only why they want your product, but what problem it will be solving. Find out what life is like if their particular problem is not solved and how life will improve once it is handled accordingly.
Once you know this, it is infinitely easier to tailor your presentation to them.
And here’s the kicker. When you ask them more relevant questions designed to help you sell, it also shows them that you are actually listening and that you care about helping them.
Not only will you not confuse them, you will be giving them warm and fuzzies throughout the meeting because you have their needs in mind.