Selling What You Know Or Don’t Know

by Jay Deragon on 03/28/2012

Selling what you know is easy. Selling what you don’t know is hard.  What do your buyers want? What you know not what you don’t know?

Buyers want sellers to know what they want and need but sellers try and sell what they think buyers want and need.  You’ve experienced the difference numerous times. Sales people that don’t bother listening rather they think telling you want they know impresses you. The reality is good sales people listen to know then present what they know in context to what they heard the customer wants to know. Make sense?

What You Don’t Know Can Hurt You

So you been in the business for 20 years. You’ve experienced market changes, competitors come and go and customer stay and leave. What do you know?  The answer lies with the customer not you.

Customer are only impressed with what you know in context to their need not yours. The customers need may not have anything to do with your product but rather to your ability to hear what the customer doesn’t want but needs. Too many sales people and marketing campaigns aim at telling their story rather than the customers story.  Example….your company says “we strive to be the best….sorry, customers don’t want people or organizations in strife rather they want to deal with people and organizations who are successful.

Success is only based on the customers view point. If a customer defines your organization or you individually as successful that that definition is based on their perceptions and experiences with you. Perceptions are driven by experiences both off line and online.

Instead of “show me the money” it is now “show me the experience and it better be successful based on my definition, not yours.

The only things you need to know is:

  1. The customers wants and needs
  2. How your product or service meets those wants and needs
  3. Or how the experience with you and your organization can fulfill the wants and needs.
It is simply and too many people and organizations make it complex.  Just ask a customer.



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