Jeff Garrison: Leave Your Value Proposition at the Office

I know this sounds nuts after you have spent so much time crafting your elevator statement and practicing just how to position your unique product or service. However, I am just talking about you first meeting (or perhaps the first few meetings) with a new prospect.

You have the meeting because the prospect has already determined that there is value in this initial investment of time with you. At this point, don't keep selling. It does not add value to your prospect.

What adds value to your prospect at this point in the sales process is your ability to ask provocative questions.

Listen to the answers. Ask more questions. Tell the prospect in your own words what you have learned about the exciting opportunities and issues and concerns with which he or she is dealing.

In other words, seek first to understand everything you can about your prospect.

When understanding is achieved, your prospect will want to know about your product or service and you can tell them within the context of the "understanding" you have achieved about their business. You can discuss an "exact" solution rather than the general value proposition that you left at the office.

This conversation is easier to describe than it is to achieve. The prospect might be more comfortable asking you about your business. It is hard to not start selling at this point. You need to tactfully turn the spotlight back on the prospect. It takes planning and practice to do it well, but it must be done to serve your market best.