The client doesn’t care.
 
Let’s be honest, we sales professionals all love our products. We know every feature, every Key Selling Point, all the 1,001 wonders our product offers.
 
But here’s the hard truth: The client doesn’t care. Your product only has the benefits your client perceives in it: everything else is a distraction.
 
When you’re presenting your solution, the moment for heady enthusiasm has passed. By this stage, you should already know your prospect’s needs, interests, and pain points inside out. (If you don’t, you’d better go back and find out!)
 
Now your mission is simple:
 
 >> Identify their three most relevant pain points, and:
 >> Match them with three precise benefits of your product.
 
Just three pain points, and three benefits. Four is too many, and two isn’t enough. Three, and that’s all.
 
Follow the classic FAB formula:
 >> Features – what your product is.
 >> Advantages – how it works better than the competition.
 >> Benefits – what the client actually gains (“So you’ll have…”).
 
That means your pitch should culminate like this:
 “So you’ll have (Benefit A), (Benefit B), and (Benefit C). Now, how does that look to you?”
 
Now STOP.
 
That’s the peak of your presentation. You’re at the top of the mountain: any further and whichever way you go, you start sliding down the other side.
 
Don’t talk yourself out of the sale by filling silence with nervous chatter like:
“Of course, if you later decide you don’t like it, you can always return it…”
 
No. At this moment, your job is to be quiet, let the benefits resonate, and let the client make their move.
 
Because a great pitch isn’t about talking more. It’s about saying exactly what matters most.
 
Imagine your team being that good!
 
No. Stop imagining, and call me instead.
 
In just a couple of days, you’ll have them (1) motivated, (2) aligned, and (3) selling like never before.

Now how good does that sound?