Any observer will find that many organizations, salesperson and advertisers focus their efforts on discussing products with clients – not business issues.

 

The goal is to get your business development team to concentrate on your client’s business issues. Do this and you’ll hear clients pose the question: “Would you be able to do that for me?” This inquiry implies that you may have hit a nerve by identifying an issue the prospect client needs to tackle. However, the prospect client almost never asks this question during or after a product discussion.  This is only asked when your business development team talks about the prospective client’s problems.

 

Are your clients saying, “Would you be able to do that for me?” or something like:

 

• “Can you simplify my shipping process?”

 

• “Can you show me how to do that?”

 

• “Can you make it so that never happens again?”

 

On the off chance that you don’t hear clients pose these sorts of inquiries, your conversations may not be covering issues that are important to them – and you’re likely harming your odds of making the deal.

 

Why Demos Don’t Work

 

This is the reason that demos are typically a trap for business development teams. Your customers purchase your product or service to solve their problems, yet a demo is essentially a highlights dump. It goes this way. An inside salesperson makes calls until somebody converses with them. Their main responsibility is to plan a demo with any individual who will concur. That puts the outside sales team in the situation of attempting to demonstrate how extraordinary the item is, while never understanding the main problems that are troubling the client. This often leads to diminished client trust.

 

Figure Out How to Speak Your Client’s Language

 

Give considerable effort to your brand voice and company messaging. Does it mirror the business difficulties of your client? Does it reflect how your clients talk about their most painful problems?

 

It is easy to enhance your messaging by communicating in the client’s language. Always make sure that you describe your product’s features and benefits using the terms and phrases that the client uses. Pay special attention to the words and demeanor of your client when they describe their problems.

Your clients say:

 

• “I’m tired of creating this report every day. It takes forever and is ineffective.”

 

• “My co-workers always screw up the process, which prevents me from being able to perform well on my job.”

 

• “I am going to scream if another virtual meeting starts late.”

 

• “Why do I get blamed when our technology doesn’t work? I didn’t select it, so it isn’t my fault.”

Always communicate in your client’s voice:

 

Mirror your client’s language. See the following examples:

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• Our data shows that accounting teams typically produce 130 inaccurate reports each day. We reduce inaccurate keystrokes with AI consistency technology.
• Our reporting tool has a team function, a manager function, and a revision function. That decreases reporting time by 60% for many of our clients.
• Is your team making this mistake? Our clients have completely eliminated that problem. We can do that for you.
• We have the latest, greatest virtual meeting software. Our Activation shows the number of people in the room and starts the meeting according to our specified algorithm.
• We help companies start virtual meetings on time, every time. Would you like to know how?
• One of the most common issues in any company is insufficient IT resources to keep systems operational. The level of stress that creates for your team is immense. The cost of productivity huge. Call us today to discuss how we can help.
• Is tech malfunction holding you up? Introduce us to your IT team. We will make you a hero.

A B2B complex deal includes several buyers. Different buyers will inevitably have different perspectives of the problem. Always remember to address each buyer using the language that they use when you are speaking with the client, emailing the client, or creating content.

Coach your team to get buyers to ask: “Would you be able to do that for me?” and see the types of changes that can be made to enhance messaging.

If you need help creating effective messaging that will resonate with your clients, set up a call with us today by emailing Falcon Project Falcon Project Consultants.