Comments on: “How Can I Help You — But First Let Me Tell You About Me”

By: David Brock

David Brock — Wed, 04 Aug 2010 03:50:13 +0000

John, thanks for joining the discussion. Great points. Conveying a “value proposition” through the sales process is critical. The value proposition will change through the process, moving from a relatively generic value proposition — just sufficient to have the customer interested in talking to you, maybe not even differentiated; to very specific value propositions focused on the specific needs, priorities and goals of each person involved in the decision making process.

Too many organizations treat the value proposition as static and generic. They bury it in pre packaged pitches from marketing, and are taught to regurgitate it to the customer. Marketing piles a lot of value propositions on, leaving it to the customer to figure it out—exactly as you outline.

You may be interested, I’ve written quite a bit about value propositions here, just search on that term.

Great points, thanks for the contribution. By the way, my father is Mr. Brock, I’m Dave

By: John Lettieri

John Lettieri — Tue, 03 Aug 2010 22:44:14 +0000

I agree with Dan Collins’ comment. It IS important to convey your value proposition. But, many people feel that they can lead with this. Until you understand your customer’s pain points you don’t know what your value is to them.

I am not a huge fan of opening with ‘dog and pony shows’. Too many times a marketer from corporate will spend 45 minutes showing a product portfolio that is irrelevant to what a customer needs. Ask the relevant discovery questions and then focus on what will help them. Sometimes you may need to come back with a tailored presentation that provides a solution that only provides value to them. Miller-Heimann Strategic and Conceptual Selling is one of the companies that espouse this. Win / Win Negotiating also applies this.

For some prospective customer’s, you don’t have a value proposition. Unless you offer what they need they will remain your competitor’s customers and your ‘prospects’.

Thank you for the article Mr. Brock.

By: David Brock

David Brock — Sat, 31 Jul 2010 12:30:44 +0000

Great comment John! This challenge is not just limited to sales— but all of us tend to do it. It’s alos not just limited to our customers—we tend not to listen to our people, suppliers, etc. Thanks for really expanding this discussion.

By: John Frisch

John Frisch — Fri, 30 Jul 2010 16:08:53 +0000

David, these are all great insights and in your last point about all the current facets in our lives that make our conversations all about me, I noticed that as we mature we start loosing more of our listening skill. I think it is because as we become experienced, we feel we have more to give than receive. We become “experts” and “professionals” that are in a hurry to share that knowledge so we can have a “win-win” scenario.
Maybe all it takes is to become more “spongelike” from our earlier years when we had lots to absorb and then maybe we can “help” with our expertise after we really let it be all about the customer, prospect or even our friends and associates that often want to confide in us.

By: David Brock

David Brock — Fri, 30 Jul 2010 11:19:50 +0000

Chad: Thanks for your comment. You make a great point. The same thing has been going on — probably since that first sales transaction thousands of years ago, so why hasn’t the profession changed? Quotas, managers, mortgage payments are real–but not an excuse, after all doesn’t everyone face the same–they may not be quotas, but they have goals, deadlines, etc.?

The world of buying is changing profoundly, threatening to leave those sales people who don’t change behind.

Thanks for joining the discussion.

By: You Sell Like a Second Grader

You Sell Like a Second Grader — Fri, 30 Jul 2010 01:06:46 +0000

Of course you are right. And salespeople are told it all the time! Then why do they talk about themselves so much and not about prospect needs? Personally, I don’t think they have changed much since second grade. Pile on quotas, demanding bosses, mortgage payment and keeping up with the Jones, and you have a fatal combination of self-centered selling!

By: David Brock

David Brock — Thu, 29 Jul 2010 22:58:51 +0000

Larry, you are absolutely correct. We need build a certain level of credibility and earn the right to learn and probe about the customer’s business. It also gives the customer a great frame of reference enabling both the sales person and customer to connect more effectively. But it’s only a minute or two–then the focus shifts to the customer.

Thanks for the great reminder. I hope you continue to join the conversations to keep me on target! Regards, Dave

By: Dave Stein's Blog for Sales Leaders » What Three Things Do Top Sales Performers Have in Common?

Thu, 29 Jul 2010 19:48:35 +0000

[...] to begin building a foundation for meaningful business collaboration. (See Dave Brock’s post today about that [...]

By: Larry Mandell

Larry Mandell — Thu, 29 Jul 2010 15:13:44 +0000

I’d like to make a small variation on this theme. i agree that everything should be focused on the customer. As rightly noted above they really only want to talk about themselves and their issues.

However, I feel that it is important to spend a couple of minutes up front providing a brief background on me (where appropriate) and my organization (whether they already have printed information on my company or not). The purpose is to obtain the right to ask the detailed questions I am about to ask.

In my 30+ years of experience I have found that this resonates well with the prospects and gets them to open up a little bit more. They feel more comfortable that the questions are being asked for a specific reason and not just a fishing expedition.

By: David Brock

David Brock — Wed, 28 Jul 2010 13:37:49 +0000

Mary, it’s great to see you here and joining the conversation!! Thanks for the great comment. You are right, it really needs to be all about the customer. If we listen and probe well, when we get the opportunity, we can talk about the things we can do that really have an impact on them!

Great comment!