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.
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
