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  • Writer's picturemichal yogev

Business Marketing: Why Selling Shouldn't Be About Selling.


When it comes to business marketing, the pressure to deliver qualified leads can sometimes overshadow the importance of building genuine connections with potential customers. When we're handed a promising lead, our natural inclination is to go into 'hunter' mode, eager to seize the opportunity and secure a new client. This tendency is particularly pronounced in today's competitive market.


Business Marketing

A common drawback emerges when the focus on sales begins too early in the conversation. Rather than being present at the moment and recognizing the relevance of a holistic approach, some vendors dive headfirst into showcasing their products or services, attempting to clinch an immediate sale. However, being too pushy usually has negative consequences, harming their professional reputation and indicating a less effective approach. Sounds familiar?


How often have we come across a vendor who unknowingly alienated us as potential clients through excessive pushiness? Likewise, when we're on the other side of the equation, trying to engage a potential customer, it's crucial to be mindful of our approach.


The root cause of this disconnect is often a failure to provide genuine value to the potential customer. In essence, the emphasis is misplaced, focusing solely on the sale rather than creating a genuine value proposition.

Defining a Genuine Value Proposition


A genuine value proposition is the benefit a customer receives from your interaction, regardless of an immediate purchase. This value can manifest as informational insights, emotional resonance, or practical assistance. For instance, selling business management software could involve helping a customer solve a problem, providing market insights, or even offering emotional support.


Prioritizing Real Value in the Early Conversation Stages:


Focusing on delivering tangible value, as illustrated above, is paramount in the initial stages of a conversation with a potential customer. This approach allows for:


  1. Understanding the customer's needs: Initiating a dialogue centered on genuine value helps uncover the customer's needs, allowing for a better understanding of the challenges they face and how your products or services can address them.

  2. Building trust: Providing value to the potential customer showcases genuine care for the customer's well-being, fostering trust. This trust, once established, can pave the way for a future purchase.

  3. Mitigating urgency: By avoiding an immediate push for a sale, you help the customer make a considered decision rather than succumbing to pressure.


How to Provide Customer Value in Early Conversations?


Several strategies can help provide customer value in the early stages of a conversation:


  • Active listening: Allow the customer to express their needs and concerns while demonstrating genuine interest in their challenges.

  • Effective questioning: Pose open-ended questions that encourage the customer to share more about themselves and their requirements.

  • Information sharing: Offer valuable insights about their industry, your products, or any other relevant information that aligns with their interests.

  • Assisting: Extend support in solving the potential customer's challenges, whether it's emotional, practical, or informational.

  • Be Authentic: People can discern authenticity, making it crucial to be genuine and engaged in the conversation.


Remember, your marketing breakthrough begins with authenticity.

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