What Your Prospects Actually Care About

The only thing buyers care about is their own results.

Anyone in sales must really understand that the only thing that your buyers care about is their own results. It is inherent to understanding sales. 

The buyer is motivated by success: for some, its personal results. For others, maybe it is more about the company succeeding.

It may sound obvious, but many sales reps do not use this information to their advantage in the sales process. Instead they focus on how great their offering is.

Most sales reps can’t help but spend their energy “selling” why their solution is better on a broad level.

But the way the prospect thinks is, “is this a good fit for me?”

They do not think about it in terms of who is best. What the prospect wants to know is how good you are at the specific things they care about, or how (well) do you fit with their existing processes.

The best sales reps focus on understanding what the prospect really cares about, and how their company will make a decision on this solution. Then, they try to move the needle on that subject.

This doesn’t mean you can’t challenge prospects, get them to focus on what you understand may be more important than they recognize, but you must do so with an understanding of what is most important to them.

Once you understand this, it is pretty obvious why case studies and Customer Success Stories are so important. If you are going to ask your prospect to read about your company, how could it NOT be through the lens of how you helped another company achieve results? What else matters?

At SuccessKit, we take it a step further. We believe that if you have hundreds of happy clients, then when a sales rep learns about a prospect (attributes, concerns, priorities, competitor) they should share examples of success that directly address their specific priorities and concerns.

Julian Lumpkin

Julian has focused his career on B2B sales and sales management, specifically bringing new technologies to market. After years as an elite sales rep, he began leading teams, specifically focused on coaching sales reps on how to be direct, credible, and respected throughout the sales process. Julian conceived of and designed SuccessKit when running an 18 person sales-team at Axial, a b2b startup, as a way to help sales reps have better conversations by utilizing customer success examples and other content more effectively.

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