Greg Bennett Sales Blog

The 10th Statement Explained

THE TENTH STATEMENT --I will never rest with my partner/clients.  I will never take them for granted.  I will consistently look to "raise the bar" with each engagement, each contract period, each passing year.

I've introduced 10 Statements that will be the guiding principles in the crusade to wipe out sales as we know it.   We need to have a fresh new approach to the concept of introducing our products and services to the market and by following these statements I believe we'll be off to a great start.

Here is a link to the 10 Statements.

GB's 10 Statements for Wiping Out Sales.doc

• I will never rest with my partner/clients. I will never take them for granted. I will consistently look to "raise the bar" with each engagement, each contract period, each passing year.
  • We tend to treat our existing customers WORSE as time goes on...opting to focus our time, energy and resources on finding NEW customers.  In fact, studies have shown that companies will invest 10x MORE TO FIND NEW CUSTOMERS than they will in taking care of existing customers!  It's not that we don't LIKE our existing customers, it's just that we're conditioned to go after the new kill...the new challenge. 
  • And it's this love of the NEXT thing that keeps us from "raising the bar" on our EXISTING "thing".   If we would spend more time focusing on how to improve our relationship with our current customers...on finding new ways to serve them...on searching for deeper levels of engagement and impact...we would find not only plenty of "NEW BUSINESS" from them, we'd find a plethora of new business through referrals they'd give us!
  • So how can we increase the level of engagement and service?
    • We can start by asking the client...how could I better serve you in the coming year?  What other areas could I help you with?  What additional problems would you like to address?
    • We continue reviewing the client's condition.  Instead of just doing one "Needs Analysis" at the beginning of the relationship, we need to update this process on an on-going basis.  Can you imagine your doctor working off the initial exam he did with you 25 years ago? 
    • Good clients don't mind being up-sold, or hearing about new elements you're introducing (I believe we're the ones that are more sensitive to "over selling" a client). And we shouldn't shy away from asking for a deeper level of financial commitment...BUT ONLY IF IT MAKES SENSE AND ADDRESSES REAL NEEDS!
    • On long-term engagements, seek to add new twists and wrinkles even if you're basically providing the same service year in and year out.  Just like a marriage... it often helps to come up with creative and new ways to surprise your spouse.
  • There are several other areas we could address here, but I think you get the point.  Instead of putting so much energy into finding NEW people (and new people are a good thing don't get me wrong), we should pay attention to doing more with our existing customers...knowing they can end up giving us more new business, and referrals that turn into new business , than all the cold calling in the world.

This brings to an end the final statement in my "Ten Statements to Wipe Out Sales".  I hope you've enjoyed the process and will find success in implementing some of the concepts.

GB

The 9th Statement Explained

THE NINTH STATEMENT --I will seek to end the making of cold calls as the only way to develop new business and I'll do it by effective networking, and by forming the types of relationships where by client/partners will be more than willing to give me referrals.

I've introduced 10 Statements that will be the guiding principles in the crusade to wipe out sales as we know it.   We need to have a fresh new approach to the concept of introducing our products and services to the market and by following these statements I believe we'll be off to a great start.

Here is a link to all the 10 Statements:

GB's 10 Statements for Wiping Out the Old Model of Selling.doc

• I will seek to end the making of cold calls as the only way to develop new business and I'll do it by effective networking, and by forming the type of relationships where my client/partners will be more than willing to give me referrals.
  • This statement  can only happen if we're committed to, and can appreciate, a) building and supporting an effective network, and b) giving and asking for referrals...
  • "a" will lead to "b"...If you've truly got an "effective network", it will automatically lead to you both providing and receiving all the referrals you need to never have to make a "cold call" again...
  • So what do I call "an effective network"?:
    • It's more than a bunch of names in a database or Rolodex; an effective network is a purposely-designed group of contacts that are strategically aligned and supported to create leads for you and everyone in the network...
      • Using a baseball analogy...a team is more than a list of people you know who might know how to play baseball, and if a ball is hit, one of them may run out in the field and pick it up...a team is made up of people in certain positions, designed to work together to cover the field and get an out when and if a ball is put in play...
    • It is a "Net" that "works"...ropes tied together in such a way to form a net in order to gather whatever one wants to gather...
    • It should contain 3 rings...the Outer Ring, made up of casual contacts you may have only met a few times and communicate with occasionally...and Inner Ring, made up of people you visit with once or twice a month...and a Center Ring, made up of people you talk with regularly, and who you'd call close contacts...
    • You need to have a plan for communicating and interacting with each ring in your network:
      • How often do you need to contact people in each ring?
      • How do you need to make contact with each?
      • What would you like them to do?
      • How can you add value  to each ring?
  • This statement also requires that you have the type of relationship where clients WANT to give you additional business leads...without that type of relationship, asking for referrals turns into a tough thing to ask for, and even tougher for the client to pretend to want to help you with...
  • When I say "no more cold calls", I'm not suggesting that we won't have to stop talking to new people, I'm saying that the new people don't have to always be "cold"...they can and should be attached to someone within your network...
  • Connected leads close faster, easier, and usually for more money than calls where you had to shove your way in...

GB

The 8th Statement Explained

THE EIGHTH STATEMENT --I will be known as a partner the client can count on to do what I say I'm going to do, and usually a little bit more

I've introduced 10 Statements that will be the guiding principles in the crusade to wipe out sales as we know it.   We need to have a fresh new approach to the concept of introducing our products and services to the market and by following these statements I believe we'll be off to a great start. 

Here is a link to the 10 Statements:

GB's 10 Statements for Wiping Out Sales.doc

• I will be known as a partner the client can count on to do what I say I'm going to do, and usually a little bit more

"Eighty percent of success is just showing up" - Woody Allen

• It's true especially in sales...you can be successful by just "showing up", meaning if you'll just do what you say you're going to do, and usually a little bit more...you're 80% of the way to great success..if we'll just show up...
• Unfortunately, the sales world is overpopulated by blow-hards that love to talk and talk about what they're going to do...plan to do...hope to do...or worse yet, promise to do...then they just don't do it....especially in the areas of serving the customer before, during and especially after the sale...
• This is so common I think customers have just grown to have little to no expectation of someone actually coming through and delivering on what they promise...oh sure, the seller talks a good game about "how much I truly care", and promises to "always be there for you"... then after the deal is done and the seller gets his one night stand, they're gone on to the next kill while the client is in need of help and guidance...
• Why don't we just make the commitment right here and now to be different than the other 95% of salespeople in the world, and commit to doing what we say we're going to do, and usually just a little bit more!   
  • Don't promise something you can't guarantee...like certain results
  • Don't say you'll "try to be there" when you know you won't...
  • Don't say "I'll see what I can do" when you know you can't do anything...
  • Don't throw in extra things you say you'll do just to get the deal (knowing that you'll HATE doing them, and probably won't)...sellers often over-promise because they don't use enough silence at the close
  • Document what you've agreed to do (give the client a copy and keep one yourself)
  • Hold back on a few little extras, giving you the chance to "do a little bit more"
  • Communicate with the client on what you've done in regular review sessions...and If for some reason you can't execute on something, then communicate that with the client and find a way to compensate for it...
• There are several  other things we could list, but if we just follow these simple steps, we'll be well on our way to separating ourselves from a large majority of people we compete with...

The 7th Statement Explained

THE SEVENTH STATEMENT --I will no longer be the shallow seller who only "checks in" when there is a potential sale to be had.  I will from now on check in just to see how my partners are doing in their lives.  Are there things I can help them with?  Are there problems I can solve?  Are they just doing okay in general?

I've introduced 10 Statements that will be the guiding principles in the crusade to wipe out sales as we know it.   We need to have a fresh new approach to the concept of introducing our products and services to the market and by following these statements I believe we'll be off to a great start. 

Here is a link to the 10 Statements:

GB's 10 Statements for Wiping Out Sales.doc

• I will no longer be the shallow seller who only "checks in" when there is a potential sale to be had.  I will from now on check in just to see how my partners are doing in their lives.  Are there things I can help them with?  Are there problems I can solve?  Are they just doing okay in general?
  • I learned this one from a large "buyer symposium" we did year's ago for another client, where we had several buyers come in and speak about what they like and don't like when being sold.  They all mentioned RELATIONSHIP as a top factor in deciding which company and products to use...and the best way to establish relationship for most of the buyers on our panel was to reach out to me when you're not selling something...just to check in and see how I'm doing.
  • This seems like a real simple thing to do, but the panel said that 98% of salespeople calling on them don't do it...and it's easy to understand why:
    • They're too busy talking to clients that ARE buying, or prospects that MIGHT buy...
    • They really don't care, they only care when there is money to be made...
    • They don't want to be a bother or time drain any more than they feel they currently are...
  • Now let me be clear here...I'm not talking about being a nuisance, calling every day to "shoot the breeze" (that CAN be annoying and a time waster)...I'm talking about calling with a purpose, and that purpose is to help people with something...and that something doesn't have to involve me selling something to them! 
  • So the question then becomes, well how do we know what we can help them with?  And the answer is pretty simple...ask questions, listen...open your eyes and observe.
    • Have you looked around their website?  Reviewed the latest news releases, new hires, now projects, etc?
    • Have you picked up a periodical about their industry?
    • Have you asked questions about their situation in general...how is the market downturn effecting them? 
    • Have you sought out others in their company to meet?
    • Have you simply asked these types of questions:
      • "What things are keeping you guys up at night?"
      • "Are there other things I could help you find or set up?"
      • "Are there introductions I could help you with?"
      • "Are there other clients of mine you'd like to meet to talk about these issues?"
  • The more of a resource you can be, especially when things get tight, the harder it is for the client to do without you...
  • Clients can almost always make a case for or against using us at any given time...don't ever forget that fact!!!!

GB

The 6th Statement Explained

THE SIXTH STATEMENT -- I will seek to become my client's most trusted adviser...which means they CAN'T see me as the "old model of seller"- focused only on what is good for me.

I've introduced 10 Statements that will be the guiding principles in the crusade to wipe out sales as we know it.   We need to have a fresh new approach to the concept of introducing our products and services to the market and by following these statements I believe we'll be off to a great start. 

Here is a link to the 10 Statements

GB's 10 Statements to Wipe Out Sales.doc

I will seek to become my client's most trusted adviser...which means they CAN'T see me as the old model of "seller", focused only on what is good for me. 

• • I think there are two levels of trusted adviser to discuss here, one is to be the most trusted within the industry in which you sell...the second is to be trusted OUTSIDE your industry, where you are an adviser to the client's business in other areas. 
  • The way to get to the first one is to obviously know  what you're doing...know your product, your competition, and your industry better than anyone else.   You also need to know about your client's situation as it pertains to using your product or service.
  • CRITICAL FOR LEVEL ONE "ADVISER-SHIP":  The client must feel that the recommendations and proposals we make regarding our services are made out of a sincere belief that they're in the client's best interest.  This means you'd better be prepared to justify any recommendation you make as something good for the client.  You can further do this AS your presenting your solution by talking as much about HOW the client is going to use whatever it is you're proposing, as much as what the item actually is.
    • Example: 
      • Presenting in a selfish, me-centered way (how NOT to do it):
        • "Well Mr. Client, I've included several different elements in your customized plan...you're going to get two signs in the stadium end zone...a hospitality tent during 2 home games...and 3 weeks of radio ads during the season"
      • Presenting in a customer-centered, relationship-building, ADVISER-CREATING way (how TO do it):
        • "Well Mr. Client, you mentioned several areas of need when we first met, and that's what I've addressed with the elements I'm going to recommend.  First of all you mentioned a lack of name awareness and that few people had seen your new logo...so I've included some end zone signage...you also mentioned the fact that your salespeople weren't in enough networking events and struggling with getting new business, and that's why I've recommended a hospitality tent during 2 home games...

• To get to that next level of trusted adviser, you need to know a lot about the client's overall situation, about other areas of the business, other situations that impact their livelihood, etc.
  • Do you read web sites or periodicals about the industry (enough to know something about what is going on?)
  • Do you communicate with others in the client's business?  People in different positions, with different objectives?
• Remember that one of the main things clients mention they like when listing top attributes of salespeople is when a salesperson contacts them just to check in and see what is going on...a good habit to get into when trying to become the most trusted adviser!

GB

The 5th Statement Explained

THE FIFTH STATEMENT -- I will focus more on how the client is going to USE my product once their part of the partnership kicks in and they start putting the features and benefits to work

I've introduced 10 Statements that will be the guiding principles in the crusade to wipe out sales as we know it.   We need to have a fresh new approach to the concept of introducing our products and services to the market and by following these statements I believe we'll be off to a great start. 

Here is a link to the 10 Statements

GB'S 10 Statements to Wipe Out Sales in 2008 doc

• I will focus more on how the client is going to USE my product once their part of the partnership kicks in and they start putting the features and benefits to work
  • The third major part of my book "Consultative Closing" is about "Selling After the Sale", how we can separate ourselves from the competition by investing more time in what happens after the client takes ownership of our product or service.  The reason we can get some separation in this area is because MOST salespeople (probably 95+%) are terrible at this stage in the sales process.
  • This is a pretty easy concept to understand, though not so easy to do (not because it's hard, but because most salespeople are more interested in finding new dollars)...basically what I'm suggesting is that we invest more time, energy, effort, and interest in how the client is going to use whatever it is we're selling them...whether it's a small, one time item, or a larger, longer-term product or service.
  • Why is this area so critical?  (and this is an important point for you to really GET) Because clients often times have no idea what they're doing, or they're too busy doing other things to effectively execute in certain areas.  I believe we become blinded to this because we're so "inside" our own worlds, assuming that clients will execute the way we would.  For example, most sports teams I work with don't spend much time with clients AFTER they buy their luxury suite, or block of season tickets...and guess what happens?  Clients either don't know HOW to use the product effectively to get results, or they're simply too busy doing what they do on a daily basis to properly execute.  Thus, they end up MISS-using the products....(and they still end up blaming the team...AND THEY SHOULD)
  • So how can we improve our focus on the AFTER THE SALE PROCESS?  The amazing thing is it's not that hard...we have to start with a simple question...WHAT WOULD WE DO IF WE WERE BUYING AND USING OUR PRODUCT TO GET MAXIMUM IMPACT?  What would you do right after you buy your product?  What extra steps would you take to ensure success?  What other products or services would you buy to augment performance?  Then record these steps into a series of recommendations and simply share them with our clients.  And it doesn't have to be a fancy presentation in a leather-bound book...I'm talkin' simple one-sheeters with 5 or 6 bullet-point recommendations!
  • You need to also mention your AFTER THE SALE PROCESS before the sale...in fact I'd call it our "maximization program", and then talk about it often in the early stages of your relationship.  This will help reduce the client's perceived risk level (which is the main deterrent to buying)... if you'll do this, you'll be much more client-focused and less of a threat (leading to becoming more of an ally, a partner...which is what we're ultimately after)

GB

The 4th Statement Explained

THE FOURTH STATEMENT -- I will stop seeing the buying process as a "BEFORE THE SALE" and "AFTER THE SALE" timeline...where I (as salesperson) own the product before the sale and the client owns it after...we both own it before, during, and (especially) after

I've introduced 10 Statements that will be the guiding principles in the crusade to wipe out sales as we know it.   We need to have a fresh new approach to the concept of introducing our products and services to the market and by following these statements I believe we'll be off to a great start. 

Here is a link to the 10 Statements

GB's 10 Statements to Wipe Out Sales.doc

• I will stop seeing the buying process as a 'BEFORE THE SALE' and 'AFTER THE SALE' timeline... where I (as salesperson) own the product before the sale and the client owns it after...we both own it before, during and (especially) after
  • This statement requires some imagining...imagine you as a salesperson are sitting across the table from a client...between you is your product or service...you are trying to get your client to take ownership of your product so she can take it with her and start to use it...There is a distinct time BEFORE the sale, when you walked up to the table...there is a DURING the sale process where you are trying to make the exchange...and there will be an AFTER the sale time, when the client picks up your product and service and walks one way while you walk back to wherever you came from...
  • This is the typical view of the sales process...AND WE'VE GOT TO KILL IT!!
  • My belief is that we have to operate from a different point of view of that same scenario... in the new scenario, there is NO TABLE...we're never across anything from the client, always beside each other...so there never really is a defined BEFORE, DURING, or AFTER process...we're walking side-by-side the entire time!
  • The new "BEFORE THE SALE PROCESS"...yes, there is a time prior to a prospect becoming a "client"...we just want to approach that time period differently:
    • We tell the client we're after long-term relationships and our plan is to work with them for several months and years (even if you're in a one-time, transactional business...there may be service and repeat sales down the road)...
    • We spend most of our time focusing on the client's condition vs selling our bells and whistles...
    • We spend more time listening and probing than we do talking and "pitching"...
    • We find out their pains, problems, goals and objectives...we understand their R.O.I. expectations and know what they see as a successful outcome (and what that outcome would mean to their world)...
    • The truly innovative step I highlight in my book "Consultative Closing" is -- We share the various "mini-steps" we have in our process and invite the client to take action on several of these steps vs keeping our processes hidden and only asking the client to "buy off" on major action steps (too much, too soon, too much pressure)...
    • We will pull more of their people into the "before" process, maybe even interviewing some of their key stakeholders (perhaps employees in a b-to-b sale) as part of our proposal...
  • The new "DURING THE SALE PROCESS"...in this new approach to sales there will still be a time period when we're involved in presenting solutions, handling objections, negotiating, and of course "closing"...but it too will look different than the old model:
    • We will be closing on several "Mini-Steps" along the way to the "during" process won't be as defined as such a monumental event that everyone needs to get hyper-focused on (this will cut down on the client's tendencies to lie and be deceptive)...
    • We will attach any introduction of our product or service to a stated problem or need the client has expressed...
    • Instead of sitting across from someone, we will see ourselves sitting BESIDE them, with OUR collective problems, hopes, dreams, and challenges on the table in front of us (this actually works in the sales process to sit next to someone with the materials in front of you on a table...vs always sitting across from the client)...
    • Because we want to wipe out the strict BEFORE, DURING, and AFTER periods...we want to be free to talk about the entire walk we're on with the client...where WE'VE come from...where WE'RE at now...and where WE'RE going in the future...

We'll talk more about the new "AFTER the sale" process in the next statement...

GB

The 3rd Statement Explained

THE THIRD STATEMENT -- I will no longer see myself as a salesperson with a client on the "other side" -- I will see myself as one-half of a potential partnership, looking for a client that may fit the other half

I've introduced 10 Statements that will be the guiding principles in the crusade to wipe out sales as we know it.   We need to have a fresh new approach to the concept of introducing our products and services to the market and by following these statements I believe we'll be off to a great start. 

Here is a link to the 10 Statements:   

GB's 10 Statements to Wipe Out Sales in 2008.doc

• I will no longer see my self as a salesperson with a client on the "other side"...I will see myself as one-half of a potential partnership, looking for a client that may fit the other half
  • We have been stuck in the "opposite side paradigm" where I am a seller, and along with the other sellers on our sales team, we have several widgets we're responsible for selling into the world...currently the widgets are in our warehouse and the objective is to sell them to clients so the widgets will be transferred from our hands to the client's hands so they can start using them.
  • But what if we were to do away with the "opposite side paradigm" and imagine instead of operating like one-half of those little friendship necklaces you see kids wear -- where one kid has only half of a circle or a heart or whatever...and they give the other corresponding half to their best friend. 
  • Instead of operating from a we own it then you (client) own it mindset....what if we saw ourselves as the possessors of several hundred partnership necklace halves, and what we do is go out and look for corresponding "other halves" in order to form effective partnerships?    We alone are incomplete...and so is the client...we need each other to make a great relationship.
  • This will change how we see our prospecting efforts...instead of asking for appointments to present what we do, we instead set up meetings to find out what our clients may need...it will also change how we approach the sales call...instead of spending so much time "pitching" what we do, we must find out what is going on with the client -- do they have the other half of our necklace? 
  • You may be wondering...what if I don't sell long-term products or services?  What if I'm in a more transactional sales world?  The same mindset will work...maybe even more so, since your competitors would certainly never venture down this path...even if you only see your client once, you can still have a partnership mindset where you focus perhaps on your after-the-sale service, or a long-term relationship with your organization.  Think about it -- even if you sell suits, or tires, or items off a menu... doesn't it still make sense to ask a few questions about what the client is looking for and what are their needs BEFORE you focus on your products or services?
  • The final thing I would say is to start mentioning your new mindset to prospects and clients. This will set the expectation that this is going to be a different experience than they're used to...sounding something like:
    • "Mr. Client I appreciate the opportunity to work with you...the main thing that separates me and our company from others in our field is that we emphasize the development of partnerships with our clients...meaning that, should we decide to proceed, we work with you AFTER your program starts (or...you take possession, or take ownership, or drive it away)... "
  • Of course it's critical that we do more than talk-the-talk...we MUST walk-the-walk and run-the-run in this area...we can't say we're all about partnership then igonore the client after we close the deal. 

GB

The 2nd Statement Explained

THE SECOND STATEMENT -- I will be a doctor first and focus on knowing the client's (patient's) problems, fears, hopes and dreams...before I EVER start spewing product information...which means every relationships starts with a thorough Needs Analysis 

I've introduced 10 Statements that will be the guiding principles in the crusade to wipe out sales as we know it.   We need to have a fresh new approach to the concept of introducing our products and services to the market and by following these statements I believe we'll be off to a great start. 

Here is a link to the 10 Statements:   

GB's 10 Statements on Wiping Out Sales.doc

Statement 2:  I will be a doctor first and focus on knowing the client's (patient's) problems, fears, hopes, and dreams...before I ever start spewing product information...which means every relationship starts with a thorough Needs Analysis

• Old-school salespeople were pharmacists...while we must be doctors.  Doctors must do an exam and recommend what is NEEDED...pharmacists only provide what is WANTED.  There is a HUGE difference between the two approaches. 
• There is no doubt that being a doctor is much harder than being a pharmacist.  A good doctor must know everything about the problems of the patient, everything about the possible treatments, then they must have an idea of how to tie the problem to the right solution...and they must do it all with the right heart and mindset (see statement one about Dr. Patch Adams).   Pharmacists simply must know know about the second focus area, all about drugs and prescriptions.
• The way you start the process of becoming more of a doctor, is to start acting like a doctor...and carrying yourself like a doctor (but again, we want the more patient-focused vs self-focused MD)...starting today, when you go on calls,  imagine you're a doctor and not a salesperson.    As a doctor you can't very well start with a full presentation...then drag out all your medicines and heavy equipment...and then ask your patient, "what do you think you'd like to take?  Let me ask you, how much money you got on you?" (this is how pharmacist sellers sell!!)    As a Doctor, don't we HAVE to start with an exam?  And the "exam" for us is called a Needs Analysis...
• But you may be wondering, "What if clients don't act like patients?  What if they don't LET me act like a doctor?"....Well, what if a patient arrived at the doctor's office with the same mindset and said.."I want this medicine"... or , "give me a presentation of all the treatments you have and I'll pick one"...or even crazier, "before we get started, how much is it going to cost today?"   Any doctor worth his or her salt would have to say: "Well...let's take a look at your situation and see what is going on with you, then I'll make some recommendations..."
• No matter what you're selling, you MUST do an exam quickly before you recommend solutions.

GB

The 1st Statement Explained

THE FIRST STATEMENT -- STOP SELLING PRODUCTS AND SERVICES...AND START DEVELOPING RELATIONSHIPS PARTNERSHIPS

2008: THE YEAR WE BEGIN TO WIPE OUT "SALES"!

I've introduced 10 Statements that will be the guiding principles in the crusade to wipe out sales as we know it.   We need to have a fresh new approach to the concept of introducing our products and services to the market and by following these statements I believe we'll be off to a great start.  NOTE: I'm going to be reviewing the 10 Statements on my ON-LINE RADIO SHOW, "GBLive" right here tomorrow morning from 8:30 - 9:00 a.m. Mountain time...just return here to listen

Over the next few weeks I'm going to expand on each of the statements (you can see all 10 in a post below, or download a Word version here):  GB's 10 Core Statements For Wiping Out Sales.doc

1. I will stop selling products and services...and start developing relationships and partnerships.

• I can boil this first statement down to a crass analogy -- are we after one-night stands, or long-term relationships?  Most "salespeople" (and remember I'm trying to wipe out sales and salespeople as we know them) are after one-night stands.  And if we're after a one-night stand we do nothing but talk about ourselves...we pitch our "products and services"..."Hey, how would you like to hook up with ME? I'm unbelievable ...sweet ... successful ... nice ... blah, blah, blah" However, if we're after long-term relationships, we need to focus more on our potential partners: Who are they?  What are they all about?  What do they want out of life?  Where do they want to go?  What do they value?   Of course we all know what happens after the barfly gets his or her one night stand...no calls, no candy, no future...it's off to find the next "get".  I mean, just try getting a damn balloon and hot dog in a car dealership the week AFTER you buy the car and bring it in for service...the sleazeball seller will not only not offer the balloons, he'll have forgotten your name!   
• All of us are guilty of loading up too much on product knowledge and all our features and benefits... we become way too "inside" with how we think, and talk, and relate to the world. 
• We get a distorted view of reality, and believe that our clients are as tuned-in as we are about our lingo, our comparative information, or industry trends, etc.  Alllow me to illustrate the point; I used to sell radio advertising and became way too "inside" my own little world of other radio competitors, ratings, spot rates, etc. -- it's all we ever talked about around the station and in sales meetings.  Imagine my surprise when I learned that many of my clients (some of whom I'd had on the air with me for months) had no idea where our station was on the dial! (a few didn't even know our call letters)
• Watch the movie "Patch Adams" starring Robin Williams, and you'll learn a valuable lesson about this 1st core statement, about what it takes to become a great doctor, and a great salesperson.  The movie shows us that it isn't the MD's that know everything about medicines...and treatment options...and hypothetical situations, that end up being great doctors; but it was Patch's focus on the patient first...caring enough to know their dreams and hopes...showing empathy and just focusing on the patient above even mentioning ANYTHING about drugs, or treatment options.
• Newsflash...clients only care about their condition...their situation...their future...their employees...their lives...the ONLY thing they care about you, your product, or your features and benefits is how any of those things could help improve their situation. 
• We not only are loaded with this information...we love to spew it all over the place.  The sales call starts, we may ask a few questions (but don't REALLY listen)...then proceed to spew.  I call this process..."Show Up...Throw Up...and Split"
• We must stop pushing products and services and start focusing on the lives of our prospects and clients.  What is going on with them to get them to this place?  What are they struggling with? What pains and problems do they have?  How do these challenges personally impact them?  What happens if these problems don't get fixed?  What are their short-term and long-term goals? 
• To me, it all starts with one simple word -- WHY.  Why are you where you are?  Why are you looking to change?  Why do these things bother you?  Why...why...why...why.  If you'll ask at least 3 "why questions" in a client call you'll see better conversations and ultimately better results.

Stop throwing up product information and start asking questions and listening!  The way age-old adages become age-old adages is because they are true...and there is none truer than this one -- "KNOW ONE CARES HOW MUCH YOU KNOW UNTIL THEY KNOW HOW MUCH YOU CARE!"

GB