Great sales people know how to communicate the exact benefits to a clients’ solution by understanding their objectives. Some are naturally gifted and others can learn the secrets to selling.
We all have faced the challenge with the sales person who wants to explain everything about a product or solution, yet they are unaware of what is important to the client. In addition, the client may be unaware of why it should be important to them or their business.
This is why I believe that good sales people define needs and great sales people can create needs. What I mean by creating a need is that a great sales person will truly move away from the solution to understand what the client is truly trying to achieve.
By understanding what is important, that great sales person demonstrates to the client that they understand the true need at a deeper level. This is why we teach a sales person to give the client the sizzle, and not the steak.
To give the client the sizzle and not the steak we figuratively want the client to hear the sizzle of the steak cooking, and maybe even smell it cooking. We want the client to realize through the sizzle and the smell that they want the steak.
The sizzle and the smell are the true benefits of the product or the solution that matches the objective of the client. Understand, it is not every benefit that the product or solution has, but the ones that match the clients’ objectives for achieving their goal.
To give them the sizzle and not the steak is to show that you listened, asked the right questions, and understand your client’s objectives. So make your client hungry and give them the sizzle and not the steak.
Mark Villareal has developed sales training, manuals and sales processes that have helped develop long term successful sales people service their customers with the clients’ best interest in mind.