When you’ve done a top-notch job of building relationships with your clients, most of them probably like and trust you. You might even be friends with some. But when it’s time to talk business, they only care about what you can do for them.

It might sound harsh, but we all know it’s true. Why, then, do so many reps make sales conversations all about them?

Stop Talking About Yourself

I often ask salespeople, “Why should someone work with you?” What I find baffling is that all their answers start with “we.”

Typical responses include: 

• We are experienced consultants.
• We are professional.
• We’ve been in business for 25 years.
• We are local to you.
• We have longer support hours than our competitors.
• We have won multiple industry awards.
• We understand your business issues.
• We do everything we can to help you succeed.
• We provide solutions that help your company grow and prosper.
• We do business with integrity and commitment.

These comments don't differentiate you from your competitors. Everyone gives the same answers about how great they are. Save it for your press releases and website. Sales conversations aren’t about you. They’re about asking questions and defining solutions for your customers.  

Start Talking About Them

For salespeople, it’s always a struggle to stay ahead of the competition. That’s why we feel the need to talk ourselves up to our clients, when we should be asking about them.

Clients don’t care about your awards. They care about the business impact of your solution. They don't want a one-size-fits-all approach. They want salespeople who ask the right questions, listen closely, uncover their pain points, and create tailored solutions—i.e., salespeople who know their stuff.

Instead of telling your customers you’re an expert, be one. You know all about your industry, and your products and services. You know best practices—what works and what doesn’t. Connect the dots between what you offer and the results customers can expect to attain. Be specific, targeted, and concise. Offer hard ROI numbers, and share examples of results that other, similar clients have received.

Apply all that expertise to their unique challenges, and you’ll have a client for life.

Want more tips for sales success? Check out our free step-by-step guide by clicking the button below.