💡 Today's Slattery Sales tip: Don't trust the prospect to connect the dots between your solution’s value and the problems they face; they don't have the time, bandwidth, or experience. They don’t fully understand what you do.
👉 That's why sellers exist – not to explain these things to prospects! – but to do the hard work connecting the dots and translating the solution’s value to the prospect’s world.
The translation work is not easy, but it’s necessary to closing more opportunities in less time at higher margins. You must translate your solution’s great value to the prospect’s world, uncovering all the ways it has value TO THEM (the prospect), and then developing language to leverage that value in conversations.
It sounds stupidly simple, but this translation is a critical step that’s usually skipped. Even when a company has strong marketing and clear messaging, the sellers typically haven’t been equipped to do the necessary translation from marketing message to marketplace selling. They hit the marketplace trusting prospects to do that translation work themselves, and then hit delays with prospects who can’t get past thinking of their solution as a “nice-to-have”. 📉
This translation work is core to everything we do with new clients when we start working together, because it informs every other step in the sales process.
💎 Do that translation work before you ever have a conversation with a prospect. You’ll probably find that you have greater clarity around your real prospecting targets, elevated language for your conversations, and shrinking sales cycle times. 💎
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