DST 1834: Buyer Knowledge > Product Knowledge

You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip is a really simple one. It’s more important to know your buyer than it is your product. Said another way: Buyer Knowledge is far superior to Product Knowledge. The reality is your buyers don’t care about your product. They care about their problem. The better you understand your buyers both in general with the common types of issues they have, what a day in the life looks like, how they’re measured, what they care about and then in specific terms. Meaning if you know what most of your buyers are dealing with you can ask questions and share relevant anecdotes to demonstrate that you know their world and then can dig deeper into the specifics with that individual buyer. This is what builds trust. This is how you start to identify real pain and real opportunities. Later you can do the work to connect the dots between those specific pain points and your solution. Don’t even think about doing it the other way. Your features are irrelevant if you don’t know what your buyer is trying to solve for. Probably not a new idea, but so so important. Happy Selling!