Capture client attention by focusing on their needs.

By Tate D Lacy, Founder and Owner/Operator of Ai65 an Ai Sales Advisory

It starts with getting their attention.

It all begins with an idea. Gaining the “attention” of people… in business and in life, is the first step. That attention is a gift that is not given easily. No matter the quality or relevance of what we are selling, first we must gain the attention of our listeners. Only then can we have a shot a “convincing them”.

The skeptical customer.

Maybe we think that potential customers should see us and consider our product based solely on its quality or uniqueness or price or even value. Though these aspects of our product are of course important in the long-run when a customer implements our tool or solution, in the short-run they don’t matter. Why? Because no matter the worth of our solution, if we don’t have “attention” our customers can’t see or feel the benefits of what we are offering. 

The busy customer team. Hard to get their attention.

Don’t worry about what your tool or product can do at the beginning. All of us know that even bad products with limited value get chosen by customers. Some would say that in these cases, the customer is making a mistake. OK - that may be true in the longest run. But in the short run, the customer comes to this purchase choice based in large part on how the chosen product, and its sales account manager has “captured attention”

Let’s be clear, ultimately customers weight the positive benefits and cost/limitations of each of their purchase decisions. Those evaluations often are largely swayed by their “initial impression”. They choose often the choice they made initially. Their investigation validates the impression they had initially.

And these initial impressions come directly from who and what captured their “attention” from the beginning.

Customer Need Selling:

Why do I start with attention? Because attention is linked to a core strategic sales approach: Focus on Customer Need.

It seems simple doesn’t it? I mean we all hope when we are selling our tool, product or solution that we are starting with the customer’s need. But if we are being honest, more often we start from where we are - what we are excited about. In other words, we start with what we have created and what we are trying to achieve… for ourselves or for our company.

Though this starting point is both understandable and loyal to our focus, product, team or company, from a selling perspective, it’s just wrong.

In professional selling we affectionately call it “show up and throw up”. The youngest sales account managers know it to be true. With all their excitement and enthusiasm driving them, they often recite in detail all the benefits and features of their product until their prospective client glazes over. Yes they know their product, but they have failed to link that product to the customer’s need.

As a result, the client glazes over.

What is the result?
The tool’s benefits and features don’t have enough relevance to the customers need to gain their attention. The glazing over is the physical and psychological sign of boredom or distracted thinking. With that lack of attention - the prospect can’t be sold.

When the customer has low attention, they don’t get your message because they are not listening.

In the best case, they return to your leave behinds or testimonials or unique product benefits to give you a second chance to build attention.

In the worst case, they pass over your tool or product, ghost your calls to not hurt your feelings (or theirs) and ultimately purchase a competitors product with a similar value profile.

What was the difference in the sale? Attention! What was the lack of attention due to? Not selling against the customers need.

Make it stand out

Whatever it is, the way you tell your story makes all the difference.

In all cases, it is essential to use discovery to learn about the needs and challenges the customer faces. When you do, you immediately get higher attention on what you are selling. You may still need more to capture the sale, but starting the customers need gives you a leg up on the competition by gaining attention.

For every sale, we start with the customers need.

Good selling.