“We can’t expect them to implicitly understand that we need to be a lot more explicit in how we explain things to them.” – Andrew Monaghan in today’s Tip 1395
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip comes from Andrew Monaghan. Andrew is the CEO and Founder of Unstoppable.do and host of the Sales Bluebird podcast. He has 18 years of enterprise software sales experience both as a seller and a leader and 8 years as a consultant helping sales teams at software companies sell more, faster. Here he is:
Andrew Monaghan: There are so many vendors out there right now in every single market in which we sell. Some cases hundreds, in some cases thousands. What this means for a prospect is it’s very hard for them to know what’s different from one vendor to the next, and also what makes one specific vendor more amazing, what their secret sauce is, what they’re really, really good at and where they have the most impact. And so often what we do is we go through where we’re talking about it, a demo or presentation, and assume that our prospect just kind of gets that one thing, or this thing that we’re talking about is the secret sauce, or is the thing that’s levi to have the biggest impact.
We can’t expect them to implicitly understand that. We need to be a lot more explicit in how we explain things to them. It’s almost like saying to someone back in, let’s say 1969, someone just landed on the moon, but not telling, this is the first time it’s ever been done. It’s almost like saying to someone, someone just broke the four minute mile marker, but not explaining to them that’s the first time it’s ever been done. It’s actually amazing it’s been done, right? It’s telling them one thing and just expect them to realize the context and what led up to it and why it’s such an amazing thing that they just saw or the experience they might have with that. Make sure everyone gets what you want them to get by telling them that it’s important.
So do say something like, our customers tell us that no one else in the market can do this thing I’ve just shown you. Maybe in a demo. Do say at the end of an explanation of a capability, this means that if you have this and you see the same results that our customers see, this one thing will shave eleven man days off your remediation process. So explicitly then explain what others are getting with this one thing. And finally, if you just explain to them something about what is your unique differentiation in the market, say at the end, we hear that this approach that I just taking you through is unique in the market and no one else does it like this. Unless you tell them explicitly that this is what the context is around what you’re talking about, they won’t implicitly just get it. So we need to be explicit and not implicit.
Scott Ingram: For links to connect with Andrew, to his podcast and newsletter, just click over to DailySales.Tips/1395. Once you’ve done that. Be sure to come back tomorrow for another great sales tip. Thanks for listening!