INTRO
I submitted an application to Crossover three years ago for the position of Sales Development Representative. I had been working for New Generation Technologies as a sales representative up until this point. Additionally, she had learnt the adage “sell the user the advantages, not the characteristics of the product.” However, I was the enthusiastic Engineer. Completely fixated on my items, I had gone about touting their amazing characteristics. Depending on the temperature and pressure of the atmosphere, we may break the rule because it was simply a regulation. By the way, our Scholar was utilized by the first Anglo-Saxon secondary school in Cameroon, so I still got some results. After only a few months in operation, our Scholar was maintaining data for thousands of students and saving teachers manual labor hours.
A case involving water
I want us to take a closer look at how this may actually play out now. Consider two vendors selling clean water in a hot, bright environment where people are likely to be thirsty. A person exclaims, “This water is incredible. Two wonderful hydrogen atoms and one outstanding oxygen atom make up each molecule of this water. As if that weren’t enough, in this interaction, the well-known covalent bond connects oxygen and hydrogen. You owe it to yourself to try some water. “Quench your thirst, keep hydrated, and be productive on the work with this spring fresh water,” says Person B at this point.Person B emphasizes the advantages while Person A pushes the features. Even having the benefit of remembering junior secondary chemistry is provided by Person A. (whether you like it or not). Which one will I be most tempted to purchase? I hope you won’t be disappointed, but the person I select will likely depend on my mood, what I ate, which side of the bed I woke up on, and a lot of other factors that you definitely don’t want to know. Which choice resonates with you more?
An example with a potential boyfriend or girlfriend
Let’s look at the second situation, dating, which is perhaps more prevalent than we would care to acknowledge. Assume you are a woman enrolled in the hectic MBA program at LBS. Long emails from Chuks just arrived in your inbox while you were still reeling from the results of the Analysis of Business Problems test (ABP). Guy A approaches you and declares, “I am the brightest person you will ever meet. I am 2 meters tall. I have a really good sense of humor. My bank account can cover the state budget for the next 20 years.”Can we go out?” You appear anxious. Is everything okay? Guy B approaches you and asks. It’s understandable if you find this weird. We haven’t spoken before, and if this isn’t the right moment, I’ll completely accept your choice. However, if there’s a way in which I can assist, please don’t hesitate to let me know.
Sadly, there are no assurances.
Each of these debates may go in a million different directions, just like the previous one. The characteristics are prioritized in the first scenario. The buyer is still able to associate perceived benefits despite this. But when it comes to the advantages, the customer is at the center and what drives the product.
Conclusion
Sales is a conversational, natural activity. Every day, we engage in this activity in our lives. We occasionally become fixated on ourselves and what we have to give. And then there are those instances when we genuinely care about the customer’s suffering and seek out the chance to alleviate it through our goods and/or services. In either scenario, it’s critical to deliberately plan the objectives you want to achieve and the customer experience you want them to have throughout the process, then select a strategy that achieves these goals.
