FM Walsh & Associates Inc.

As a Ghost CEO business coach, I often hear clients telling me that they are really bad at sales, that the prospects they speak to just do not get it. What most of these people are doing wrong is that they focus on talking about features only. They tell their prospects all about the attributes and qualities of their product. Yes it is good information, but people only buy when they understand the benefits of what you are selling to them.

There is a great quote by Zig Ziglar that I always keep in mind when approaching a sales situation: “People don’t buy for logical reasons. They buy for emotional reasons.” To succeed in any sales situation, I have to be able to step into my customer’s shoes and look at my product through their eyes. Once I understand the benefits to them, I know the reasons they want to buy. Successful selling is not about convincing people to part with money, it is about presenting solutions that make prospects feel confident that buying from you feels good.