Selling using usage and outcomes, not offerings

Interesting read from John Hollan, Chief Content Officer at Customer Centric Selling (www.customercentric.com).

A salesperson once told me he sold industrial adhesives. Glue? I asked. We compromised on expensive glue. When asked to tell me more, he launched into a well-rehearsed 45-second pitch. Words like ions, polymers, bonding and viscosity described his glue as a noun.

I asked him to describe glue as a verb. After a long pause he mentioned an aerospace application. Rivets used to affix skins add weight, weaken the structure and increase drag. Adhesives can make aircraft lighter, stronger, more fuel-efficient and are cheaper to apply than rivets. I got it.

Executives are interested in usage and outcomes, not offerings.

Advertisements

About datalossguru

I am a data recovery engineer by trade, attorney by license, husband, father and coach by choice.
This entry was posted in Sales. Bookmark the permalink.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s