It’s safe to say that if you are selling a product, service, or idea, you want to learn how to talk so your customers will listen. Otherwise, all your hard work just gets lost in the noise and you are wasting your time. You don’t want to waste your time, especially the time you have in front of your ideal customer.
When you are promoting your product or service, start where they already feel the pain instead of trying to convince them they need something different. The best way to talk so your customers will listen is to take the time to understand their need. The best way I’ve heard it explained is, “When someone is buying a drill, they don’t care about the drill. They just want the hole.”
So in other words, if you are a drill manufacturer, stop thinking you are in the business of making and selling drills. You may be making drills but you are selling HOLES! They are looking for a solution to their need. There may be many ways to meet that need. Will you be their choice of a solution? They will be more easily convinced if you are speaking their language.
Don’t spend a lot of time and effort explaining why your “drill” is so much better than others or all of the bells, whistles, buttons, and gadgets your product has. Spend time talking about what they really need in their homes, businesses, families, lives- talk about the hole and how you are the one to fill it.
Here’s how you can talk so your customers will listen:
- Think of what key words you would use when searching for the solution to their need. How would they describe what they need? What words and phrases would they be typing in the search box? What words would they use when talking to others about what they are looking for? Use THOSE words in your emails, blogs, ads, on your website, etc.
- Next, think about all of the ways your product or service is the answer to their need. Explain, in their words, in the words they would be entering into their search box, how YOU are the solution. Don’t get too deep into all of the things you love about your “drill” and all of the other ways it can help them in the future. Right now, all they know is that they need the hole…and they need it now. Be clear in your message that you are selling holes not fancy drills.
Next week, they may need to change the hardware on their cabinet doors and if you have provided them with the solution before, then you can continue that relationship. By being the solution to your customer’s need, talking so your customers will listen, you have positioned yourself to meet their future needs, and the needs of all they tell about you.