“I don’t care about you. I only care what you can do for me, my team and my organization.” That’s what our prospects and clients think, but it’s probably not what they say (at least not to your face).
Our clients don’t care about “us.” They care about what we can deliver. Top salespeople deliver true business ROI, end of story. Do you?
That’s the standard sales approach. Why, then, when salespeople tell me about their companies and what they do and why I should work with them, do they offer these answers?
- We are experienced.
- We are professional.
- We have been in business for 25 years.
- We have long support hours.
- We are near your location.
- We have won multiple industry awards.
- We understand your business issues.
- We do everything we can to help you succeed.
- We provide solutions that help your company grow and prosper.
- We conduct business with integrity and commitment.
- We volunteer in the community.
- We eliminate the guesswork and leave you more time to run your business.
- We take the time to listen to your goals.
- We are your one-stop shop.
Yes, these are all real-life examples. These are exact quotes from my clients before we worked together to build a referral-sales program. (You’ll notice that the common word throughout is “we.”)
Drop the “we.” Personal pronouns are about us, not about our clients. Clients don’t need to know more about us, our experience, our expertise or what we think. Clients want measurable, positive changes to their business. Clients want results. To change your results, you must change the way you talk about your company’s products or services.