My friend, branding authority, and Certified Go-Giver Speaker, Bill Ellis emailed me a great poster that showed a photo of some dogs — apparently at a museum for those of the canine persuasion — staring intently at a painting of a tennis ball.
Now, personally, I can’t imagine the fascination held by a tennis ball. Though, obviously the dogs feel differently. I’m sure tennis players do, as well.
I’m also thinking right now of many other things that hold absolutely no value for me personally but that my customers might find to be of exceptional value.
All this to say, if we want to help our prospective customer become our actual customer we must discover, not what works for us but what works for them. One of the biggest challenges in this regard is our natural human tendency to believe that what we hold to be of value, everyone else does as well.
Or as my friend, leadership authority, Dan Rockwell says:
“Never assume that what works for {us} works for others.”
So, what are the “tennis balls” for your customers (which, in case my metaphor isn’t totally and obnoxiously clear by this point, means whatever they hold to be of value)? 🙂
Can you make those tennis balls the thing, even if you are not Lassie… or Roger Federer?
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Such a great concept. We all think our tennis balls are superbly fascinating, only to find that our customer accepts the ball with a yawn.
Jeff, thank you. Indeed, how true. Reminds me of one of your many teachings that I love (I think this was from your book, “The 4:2 Formula” but might have been from your latest, “Buying The Experience”) where you say, “Salespeople everywhere are consumed with the solution…without really knowing the problem.”
{Note: For some of the best sales resources you’ll ever experience, visit Jeff’s website at http://www.JeffShore.com. While his specialty is real estate and new home sales, his principles will work for anyone in any sales field.}
Mr. Bob what a way to express the concept. Another lesson learnt, finding the perfect and or value tennis ball for the people who would love to accept it. Always thinking from their perspective…….. Amazing!
Thank you, Brother Rajib. Always appreciating your kind and insightful feedback!
This is Golden. I call it alignment. When you are standing shoulder to shoulder, looking in the same direction, gaining from your customers perspective, what they value, you’ll put yourself in a position to be of value to them. As always Bob, You’re The Man!
Thomas, great to see you here. Thank you for your very kind words. And, I enjoyed your comment about your customer’s perspective.” Many thanks!
Bob, such an excellent point. As sales professionals we often focus on the value we believe we are bringing to our clients and prospects. Our prospects may not perceive this value or even want our “value”. Sometimes asking the question of our prospect how we can actually help them, is a major step forward. Thanks for sharing your wisdom, Bob.
Pete, thank you. I appreciate your kind feedback. And, you made a great point. Asking questions to discover what *They* hold to be of value is such a key!
WOW!! I did not realize how short such a post can be so powerful. Your post speak huge amounts of truth Bob. I have come to an epiphany lately that for a long time, I was communicating what I wanted for my potential clients based on what I value, rather than what they value. Thank you as always for sharing very useful information.
Dus, thank you. Much gratitude your kind feedback, and for sharing your personal tranformation in terms of the way you communicate with you potential clients! Keep up the great work!