Originally published on LinkedIn Pulse.
Sales reps want to sell products. Sales managers want the collateral to talk about products. Dealer owners want their websites to feature products.
Here's the problem: prospects don't want to buy products, they want their problems solved.
Zig Ziglar was famous for saying: "You can have everything in life you want, if you will just help enough other people get what they want."
- You want to sell products.
- Your prospects want to solve problems.
- Therefore, if you want to sell products you have to help people solve problems.
As marketers and sales reps, our job is to build bridges between our clients' business problems and the products we sell.