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Beyond the Pitch: What Prospects Really Want

Nobody actually wants to know about your company. Maybe that’s not entirely fair. People do want to know about your company, but only the parts that matter to them when choosing a new provider. They’re interested in what sets you apart from every other Managed Service Provider (MSP) they’ll meet. So, why is it a bad idea to just start talking about your company?

There are lots of great reasons: it’s a bad sales strategy, it’s not time efficient, and so on. But my favorite reason is that it almost always makes you feel very smarmy.

Salespeople love to talk about themselves. Sales professionals want to learn how to serve their clients.

This isn’t just a semantic distinction. Yes, the prospect will learn about your company. What they won't learn is whether you are the right company to serve them. There's a reason why doctors don’t just prescribe opiates to anyone who asks; there are often better tools that do less harm.

So, what are you going to do? How do you give your prospect what they're looking for when it’s not what they’re asking for? What do you do when your prospect asks:

“Before we get started, tell me a little about your company?”

How to Handle "Tell Me About Your Company"

  1. Shift the Focus: Start by briefly acknowledging their request, then pivot to their needs. “I’d be happy to share more about us, but first, I’d love to understand what specific challenges you’re facing.”

  2. Ask Insightful Questions: Use this opportunity to gather information. “Can you tell me what prompted your search for a new provider?” This not only shows you care about their needs but also helps tailor your response.

  3. Highlight Relevant Aspects: Once you understand their concerns, share parts of your company’s story that directly address their pain points. “Given that you’re looking to improve network security, I think it’s relevant to mention our recent success in helping a client reduce breaches by 40%.”

  4. Build a Conversation: Engage them in a dialogue rather than giving a monologue. “How does that align with what you’re looking for in a provider?”

By focusing on the prospect’s needs and not just your company’s features, you transform the conversation. You demonstrate that you’re not just another salesperson, but a professional who’s genuinely interested in providing the best solution.

Remember, successful sales professionals don’t just talk about themselves. They learn about their clients, understand their unique challenges, and offer tailored solutions. The goal is not to impress prospects with your company’s achievements but to connect with them and address their specific needs.

So, the next time a prospect asks, “Tell me about your company,” use it as an opportunity to start a meaningful conversation that centers on them. This approach not only feels less smarmy but also significantly increases your chances of closing the deal and building a lasting relationship.

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