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Your Business Mindset

Call Allan Smith on 07789 077571 or email

Are You Selling to Yourself? Mastering the Art of Miscommunication

Ever had a friend sell you on something you didn’t need? Let me tell you about my friend Trevor. Last week, Trevor decided I needed a Humax box – you know, one of those gadgets that magically transforms your TV into a “Smart TV.” Don’t worry, I had no clue what that meant either.

Rule #1: Sell When the Buyer is Three Pints In

Trevor picked the perfect moment to pounce. We were three pints deep into a bike ride when we stumbled upon Richer Sounds. He was on a mission, convinced that this box would revolutionise my viewing experience. The guy in the shop demonstrated the picture quality with and without the box. Honestly, I saw no difference. But hey, under Trevor’s relentless enthusiasm and a slight beer buzz, I left with a shiny new box.

Rule #2: Oversell Features, Forget the Benefits

Back home, Trevor hooked up the Humax box, beaming about the improved picture quality. He looked at me expectantly – hadn’t it improved? I squinted at the screen. Nope, still couldn’t see much difference. In my mind, I was already planning to return it.

Rule #3: Discover the Benefits After the Fact

After Trevor left me alone with my new gadget, I started fiddling with it. That’s when I discovered it could record programmes. Now, this was useful. With my erratic schedule, I always miss episodes of my favourite series. If Trevor had mentioned this feature, I would have bought the box without hesitation.

The Real Lesson Here

Trevor isn’t a professional salesman; he genuinely thought I’d value the improved picture quality. But here’s the kicker: as sales professionals, how often do we focus on the features we love instead of the benefits our prospects care about? Are we too busy selling to ourselves?

Next Steps: Aligning Your Pitch with Their Needs

My approach cuts to the root of performance issues. I won’t bombard your team with new techniques; instead, I’ll identify what’s holding them back. Each person will develop their own system to meet the business’s needs. When people create their own solutions, they take ownership and drive their performance.

Want to learn more about how I can help your business? Give me a call or Whatsapp on 07789 077 571. Let’s stop selling to ourselves.