Skip to content
Productivity Sales & Marketing

Connect the Dots!

Your prospects don't wake up in the morning thinking about how your product or service would benefit them. It's up to you to find those connections and demonstrate the value of what they're missing.

One of the most important attributes of a true sales professional is the ability to tell the prospect’s story rather than his/her own.  Moreover, that true sales professional knows to connect the dots in new and creative ways so that the prospect realizes the link between what is being sold and what that prospect is actually seeking. Doing so moves the discussion beyond features, and even beyond benefits, and toward values that the prospect really cares about.

Connect the Dots!

Think about it. Your prospects are consumed with the pandemic and their industries, not yours. They don’t need to understand your technology or even your industry to buy from you. They need to feel comfortable that you empathize and understand their situation and what drives value in their world, and that your recommendations will get them closer to where they already know they want to go.

I often say that your sales success is directly related to your ability to connect the dots between the benefits your offering can deliver and the yardsticks your prospects are already using to measure their own success.

Your prospects are not waking up in the morning thinking, “Wow, I hope I can save some kilowatt-hours or therms today!” Or, “Boy, if I only had another couple thousand control points in my energy management system!” 

What are they thinking about when they put their pants or dresses on in the morning? 

  •  Keeping their staff happy and productive. 
  •  Keeping tenant hot/cold calls to a minimum. 
  •  Coming up with an “edge” that will allow them to finally fill those last 50,000 square feet of vacancy.
  •  If they’re a retailer, they’re probably thinking about how to boost sales this month.

You get the idea... They’re probably not thinking about static pressure, tip speed, delta T, chromaticity, color rendering index, or any of the other technical mumbo jumbo that energy solutions salespeople dwell on when they stay in their own comfort bubble.

Finally, remember that you need to connect the dots at many levels: 

  •  Segment-specific 
  •  Organizational 
  •  Professional 
  •  Personal

Selling Energy Mastermind Group Coaching Call 22Nov2021

 

Mark Jewell

Mark Jewell

Mark Jewell is the President and co-founder of Selling Energy. He is a subject matter expert, coach, speaker and best-selling author focused on overcoming barriers to implementing projects. Mark teaches other professionals and organizations how to turbocharge their sales success.

SUBSCRIBE-CONCEPT-876110004_727x484

Subscribe to our Blog

Get daily “drip-irrigation” reinforcement. Each day you’ll get bits of wisdom, news, highlights of upcoming courses, and quotes to keep you inspired and motivated.

Latest Articles

8 Common Sales Misconceptions

8 Common Sales Misconceptions

Don’t believe all the myths! Here are some common stereotypes you'll find surrounding the sales profession, disproven one at a time.

Sing Your Refrain

Sing Your Refrain

Your messaging should be woven into your language like the refrain of a song, whether it’s in a voicemail, an email, or a presentation.

Selling Effectively to Homeowners' Associations and Residential Landlords

Selling Effectively to Homeowners' Associations and Residential Landlords

Selling in residential situations takes a specific kind of forethought and expertise. Here’s a primer.