Customer Communication Tactic

The creation of value statements that are linked to your customer’s business challenge is critical. Most salespeople can create these statements, but many salespeople are poor at communicating them.

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You don’t have to be a polished presenter to come across well to a client. In fact, the slick salesperson is often someone your client doesn’t want to deal with. Your customer is looking for a competent and straight forward communicator. They are looking for a person who can help them understand strategies to address their current business challenges.

More directly, they want to know what is in it for them!

As a salesperson, a terrific tactic you can employ is the “So What” technique. This method helps you get ahead of any rejections you may face with your customer. It also forces you to link your feature and benefit statements to the client need.

The process is simple. For every product feature you are going to outline for your customer, put yourself in their shoes and ask yourself “So What?”. Now, insert the appropriate response.

When you next meet with your customer you will be able to provide the answer to the "So What" question, before they ask it.

Check out these two examples.

"The product I am proposing is made of the finest Corinthian leather in the world..."
”So What”
"…meaning that your yearly maintenance costs will be reduced by 15%. This will help reduce the pressure on your current operating budget."

And

"Our company only employs people who have been in the industry for a minimum of 10 years…"
”So What”
"…meaning that our productivity rates are 25% higher than the industry average. By leveraging these experienced professionals, you will be able to get your product to market faster than your current model."

This simple exercise will help you avoid simply reciting the features of your product to your customer. Do this exercise for every feature you are going to highlight to your client. You will find you will eventually be closing more sales.

Don’t assume your customer can connect the dots from your product features to their business needs. They are intelligent people, but they are likely sifting through a raft of feature and benefit statements from your competitors. Differentiate yourself.

During your next customer communication, give the “So What” technique a try. You will be pleased how effective your client communications will become.

Thanks for reading.

Good selling.

Check out another customer communication tactic