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What Your Sales Prospects Actually Care About

Your sales prospects only care about one thing: their own results. Understanding this concept means understanding sales.

Success motivates buyers. For some prospects, success looks like company growth; for others, success is personal.

This may sound obvious to you, but many sales reps don’t 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 explaining why their solution is better on a broad level.

But prospects don’t think in terms of whose solution is best. They want to know how good you are at the specific things they care about and how fit in with their existing processes.

The best sales reps focus on understanding what prospects really care about and how their companies will make a decision on the proffered solution. Then, they try to move the needle on that subject.

This doesn’t mean you can’t challenge prospects and get them to focus on issues that may be more important than they recognize. However, you must do so with an understanding of what is most important to them, and again, that’s their own results.

Once you recognize this, it’s pretty apparent why Case Studies and Customer Success Stories are so important. If you’re going to ask your prospects to learn more about your company, it should be through the lens of how you helped other businesses like theirs achieve results. This is why sales reps should take the time to learn about a prospect so they can share relevant examples of success that address the prospect’s specific priorities and concerns.

If your sales team needs more Case Studies to accomplish this, we at SuccessKit can help. Reach out to us at [email protected] or book a meeting with me to learn how.

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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