Early in my sales career, I used to think that becoming an elite seller was all about understanding every feature of my product.
Spoiler alert—it wasn't! I was buried in product manuals and still couldn't convert meetings.
The real game-changer? Prospect knowledge:
- What are their responsibilities?
- How do they manage things now?
- What are their goals?
- What challenges keep them up at night?
- And who really calls the shots in their buying decisions?
You could be a walking encyclopedia of product knowledge, but if you can't connect it to your prospect's problems and objectives, you'll struggle to turn conversations into meetings.
Get to know the prospect first, then the product.
Once you wrap your head around this you’ll be able to sell anything at any company.