As I’ve meandered through countless exhibit halls and trade shows over the past few months, I’ve discovered a disturbing trend.
The salespeople in the booth are often selling stuff the customer really doesn’t care about.
No, I don’t mean the product itself is useless, although that’s not uncommon. What I’m talking about is what the sales rep says about the product.
I’ve heard helpless sales reps rant and rave about their product’s . . . .
- display case dimensions
- scientific jargon that is familiar only to the rep
- ergonomics (that’s so 90s)
- being derived from rodent fecal matter and can be rubbed on one’s body for optimal results (my favorite)
No one buys your product because of its dimensions, and people get overwhelmed when you use words they don’t understand. And I’m pretty sure rubbing crap on your customer is never a good strategy.
You might not know right away what it is that your prospect is buying, but don’t ever try to persuade the to buy what you’re selling. You, Mr. Salesman, are the one who needs convincing. Take notes, notice what they respond best to, and keep hammering it home.
Start selling what they’re buying.
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