Your Prospects Don’t Care About What You Sell

Since your prospects don’t care about what you sell, why are you starting off your prospecting calls explaining what you sell? Read the memo — your customers don’t care! Do I need to start revoking your sales privileges to get you to understand?
Recently I had a call from a guy who wanted to sell me raw land. Wow, that’s just what I woke up this morning thinking. All morning I was sitting around waiting for someone to call to sell me raw land somewhere in western Nebraska. You can’t teach stupid. For some it just comes naturally, but that’s the only thing that comes out of bad prospecting phone calls.
It’s not about what we sell; it’s about the outcome we help customers achieve. Check out this video where I share the story of a person who thought they could get companies interested in yoga classes:
Your goal is to lead with a