One of the biggest issues I see when training salespeople?

Confusing products with problems.

Hypothetical example...

"We help CFOs save time by collating all overseas transactions into one portal."

This talks about the solution to the problem...i.e. the product. 

It's also surface level, lacks emotion, and isn't connected deeply enough to issues with their present state.

Going deeper & talking specifically about everyday problems, using emotive language might look something like this...

"We work with CFOs who are sick & tired of managing hundreds of overseas transactions...wasting lots of time & resources in making sense of it all to ensure nothing falls through the cracks. This reduces the risk of encountering serious problems further down the line..."

Talking about product too quickly is what average salespeople do.

Understanding this distinction is fundamental - it underpins everything.

Spend the majority of your time talking about problems & watch your conversations become far more engaging.

Problem-centric selling > Product-centric selling

#sales #problems #selling