What goes on in a customer's mind? Why do people decide to buy? The simple yet powerful answer: not because of the product itself, but because of the hole that it fills.
People and the “hole in the wall”
Consider these three examples:
- A drill is useless without the hole you want to make with it.
- Insurance is of little value without the certainty that damage will be covered.
- Software is only half as powerful without the convenience and efficiency it delivers.
These metaphors capture the very essence of what drives buyers. People don't buy for 'the thing', but for what it brings them: a solution, a result, a change in situation.
Why many salespeople fail
Many sellers get stuck on product features:
“Our software has 25 new features!”
That sounds impressive. But the customer often thinks: “Nice, but what do you have?” ik about it?”
If you focus solely on features, you'll miss the real sales game: translating your benefit to the customer.
The lesson for sales professionals
Don't think in terms of “we have this product”, but in terms of “we will solve this problem”.
Translate your offer into the benefit the customer will experience. For example:
- Not: “Our drill runs at 2000 rpm.”
- Well: “With this drill you can make the hole exactly to size in one go — no extra work, no repairs.”
- Not: “Our software has 25 functions.”
- Well: “With our software you save 3 hours per day and avoid 12% of errors in the process.”
Question to you as a seller
What is your “hole in the wall” that you are selling?
In other words: what problem are you solving? What change are you bringing about for your customer?
Why this is important for you and for organizations
At Kenneth Smit, we believe in the power of results-oriented selling. Our sales training courses are designed to make salespeople aware of the effect that they create with the customer — not just the features of the product.
By focusing on the customer's needs, the customer's problem, and the desired outcome, you lay the foundation for a sales process that converts faster, convinces more effectively, and creates more value for both customer and salesperson.
Author: Paul Claessens
Putting the customer at the center of your sales conversation
When you understand this principle, your entire approach to selling changes. Instead of listing product features, you start asking questions about the result the customer wants to achieve. What is the problem that needs to be solved? What situation does the customer want to reach? By asking these questions, you shift the conversation from price and product to value and solution.
In practice, this means that you first invest in understanding the customer's situation. Suppose you sell software: the customer doesn't want to buy software; they want to save time, prevent errors, or gain better insight. If you understand that, you can demonstrate much more convincingly why your solution is the right one.
From product salesperson to advisor
The best salespeople are not product sellers, but advisors. They think along with the customer, ask the right questions, and also dare to say when their product is not the best solution. That might cost a deal in the short term, but in the long run, it yields loyal customers who recommend you to others.
This shift from product-oriented to customer-oriented selling is exactly what you learn at Kenneth Smit. In our training Expert in Sales Basics we practice conducting customer-oriented conversations, identifying actual needs, and presenting solutions that truly align with what the customer needs.