It's the salesperson that educates / translates / explains to the prospect that their product is exactly what they are looking for. In the printing business we see it almost every day; I will introduce myself as part of a local printing company and that we can print "anything"; the person I just introduced myself to will then ask someone else "do you know anyone who does brochures" ???? The prospect did not need "anything" printed, they needed brochures ???? See the problem?
When I was in the systems business (systems integrator) I would never try to explain what we did as it was to complex. I would ask the prospects why they were attending this conference / trade show.(if they were) The prospects would describe in detail what he needed - abracadabra - my response- "That is exactly what we do..!!! What the prospect needed - from the prospects eyes.
I guess we could call this a lesson in listening - Don't bore the prospect with what you do; repeat back to them what they want - You must listen first and then tell the story.
|A Wrapped Filing Cabinet|