Have you ever thought about what keeps your clients awake at night?
Forget your product or service. Don’t consider what keeps your client awake as it relates to your product or service.
Try to dive into what might be bugging your client or prospect. What worries her? What business problems stresses him out? To whom does she answer? What are his goals?
The answers to those questions either directly relate to your product or they do not.
But that’s okay. More than likely, you and your product are nowhere on your client’s radar on any given day. You aren’t the most important person in your prospect’s life.
You need to dig deeper than the basic features and benefits of what you sell. Try to get a hold of what motivates or strikes fear into your prospects mind and heart.
In my world (selling insurance products to nonprofits), my clients are worried about funding. They are dreaming of conquering their world. Most of them are less than excited about insurance.
That doesn’t matter. If I spend time learning to understand the key stressors and deepest desires of my clients, then I can do a better job at contextualizing what I have to offer.
I will be more concise. I will realize my client has other things to do. I will offer more incisive insight as to how my product or service can serve those deeper needs and purposes while still maintaining a humble assessment of my overall importance to my client’s life.
Ask yourself before every sales call or every proposal or presentation: What keeps my client up at night?
You’ll start asking better questions in all of your appointments. You’ll start becoming not only a vendor or an advisor, but a cheerleader for your client’s success.
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Their great big fears and their great big dreams both keep them up at night. Learn to find out what those are and help quench the one while helping drive fulfillment of the other.