Make More Sales By Avoiding
The Product Trap
By Tessa Stowe
The majority of salespeople fall into the product trap when selling
their products and services. Are you falling into this product trap
too? You will know if you are falling into the product trap if:
When you are having a
sales conversation, you are passionate about your products and
conversations are focused around telling people about your
products and services. You think that the more they know about
your products and services, the more they will see how great
they are and want to buy them.
materials and website are all about your products and services.
You define yourself and
what you do by your products and services.
If you are selling for a company, it is highly likely that the
company has fallen into the product trap too. Take a fresh look at
all their marketing materials to see if the focus is on their
products and services. Another sign is that they focus on giving you
product training so you know all about the features and benefits of
all their products.
So what is wrong with the product trap you may ask? Well if you, or
the company you work for, have fallen into the product trap, there
will be a direct negative impact on your sales results.
Also, selling will be a lot harder than it needs to be. This is
because, if you have fallen into the product trap, you will
consequently be selling the wrong thing. You will be selling your
products and services and your products and services are not what
People do not buy your products and services. They buy an outcome
that they want and your products and services simply play a part in
delivering that outcome. You don't buy a drill because you want a
drill. You buy a drill because you want the outcome, the hole, which
the drill delivers. Similarly people want to buy an outcome from
you. Hence to make it easy for them to buy an outcome from you, the
first thing you can do is to stop falling into the product trap.
So if you are falling into the product trap (and you are definitely
with the majority if you are) here are some tips for getting out of
Get passionate about the outcomes and end results you achieve
for your clients. To do this, brainstorm the outcomes and end
results your products and services produce. Also ask your
clients about the outcomes and results your products and
services have produced and the difference they have made. Spend
the time to get really connected to these outcomes as the more
you get connected, the more passionate you will become.
Find and learn a simple
sales process that is focused on selling an outcome versus
products and services. If you have such a sales process you will
automatically avoid falling into the product trap.
Change your marketing
materials and website so that they are focused on the outcomes
you produce versus your products and services.
Define yourself and
what you do by the outcomes you produce.
If you are selling for a company that has fallen into the product
trap, ask for outcome focused marketing materials. In the meantime
avoid giving your prospects any product focused marketing materials.
Also, when your company is giving you product feature training ask
what outcomes and end results these features produce.
In summary, first recognize if you are in this product trap and then
if you are, commit today to taking immediate action using the tips
above to get out of it. My promise to you is that you will see an
immediate impact on your sales results and you will close more
sales. It really is that simple.
Read other articles and learn more
about Tessa Stowe.
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