Brief: When Customers Don't Care About Your Product

Having a great product is not enough. Customers are pressed for time and distracted by time-sensitive demands. Additionally, competitors are leveraging advancements in technology to offer similar products.

The solution: sales professionals need to articulate the value of the solution in a way that traces to the customer’s specific needs.

Here, we look at ways to do that by:

• Leveraging insights gained through questions
• Developing a value statement
• Using the “framing effect” to provide the context that puts value in relative terms
• Taking the time to understand the customer’s nuanced differentiators