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  • Writer's pictureBenjamin

๐—”๐—ฝ๐—ฝ๐—น๐˜†๐—ถ๐—ป๐—ด ๐—Ÿ๐—ฒ๐—ฎ๐—ฑ๐—ฒ๐—ฟ๐˜€๐—ต๐—ถ๐—ฝ ๐˜๐—ผ ๐—ฆ๐—ฎ๐—น๐—ฒ๐˜€

Matt Dixon wrote, โ€œWhat if customersโ€™ single greatest need - ironically - is to figure out exactly what they need?โ€*

Founders face the same challenges both when building a company and in growing sales.

๐—ž๐—ป๐—ผ๐˜„ ๐˜†๐—ผ๐˜‚๐—ฟ๐˜€๐—ฒ๐—น๐—ณ. Avoid the temptation to simply offer what the prospect says they want while ignoring your limits since that leads to disappointment on both sides.

๐—จ๐—ป๐—ฑ๐—ฒ๐—ฟ๐˜€๐˜๐—ฎ๐—ป๐—ฑ ๐—ผ๐˜๐—ต๐—ฒ๐—ฟ๐˜€. Ask difficult questions which go deeper, such as, โ€œWhatโ€™s your biggest fear with the competition?โ€

๐—”๐—ฑ๐—ฑ ๐˜ƒ๐—ฎ๐—น๐˜‚๐—ฒ. Explain how to make their lives better using multiple approaches (e.g. media, cases, charts) since we all learn differently.

๐—ฆ๐—ฐ๐—ฟ๐—ฒ๐—ฒ๐—ป ๐—ฐ๐—น๐—ถ๐—ฒ๐—ป๐˜๐˜€. Realize that not everyone should be a client since misalignment wastes time and money. While you may win fewer deals, you will earn trust, longer relationships, and referrals.

๐— ๐—ฒ๐—ฎ๐˜€๐˜‚๐—ฟ๐—ฒ ๐—ฟ๐—ฒ๐˜€๐˜‚๐—น๐˜๐˜€. Strive to know if you impact clients positively. If not, quickly correct any deficiencies and share your learning.

I realize the pressure of cash flow is real. But if your goal is to build something meaningful, invest in knowing yourself and in improving your clients' business. Success will follow.


* I strongly recommend Matt Dixonโ€™s book, The Challenger Sale: Taking Control of the Customer Conversation. It was first recommended to me by Carlo Palomino

Photo by Mohamed Hassan who can be found here:

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