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Say This, Not That: Uplevel Your Sales Conversations With 5 Simple Shifts

4 min read
Updated Aug. 25, 2021
Published Oct. 30, 2019

Anyone who’s dieted probably remembers the book Eat This, Not That

The premise? Cut unhealthy foods from your diet. Replace them with nutrient-dense options that energize and satiate you.

Essentially, the book is about giving your body more bang for the buck with the right type of fuel. 

We know that empty calories will make us hungrier faster. Underwhelming conversations will starve our sales efforts, too.

So, let’s discuss how to nourish your sales conversations. Ready to fuel your pitches for success?

Let’s go.

1. List Benefits, Not Specifications

Customers need to know exactly how your product will benefit them. Fast.

If not, #byebye.

So, rather than listing specs, focus on what your product features will accomplish and how they’ll help the prospect. 

For example:

Salesloft is the simplest way to build accurate and targeted lists of leads on the internet. You’ll be able to spend more time talking to customers and less time prospecting.

is more effective than…

Salesloft helps you find phone numbers and emails that can help build lists of prospects. It also has an option to look up members of groups to find their contact information.

While both explain the product, the first statement illustrates the overarching benefits clearly.

2. Focus on Value, Not Cost

If a buyer throws up the cost objection, they simply don’t want your product badly enough. 

Ouch. It hurts because it’s true. 

Consider that most decision-makers have enough industry experience to ballpark the cost of your product before agreeing to a call. 

That means the prospect was open to your product before they heard your pitch. And that’s why focusing on value, not cost, is critical right from the start.

Make your conversations value-centered and you’ll prove the benefits far outweigh the price. If you can convince the customer of value early, you’ll take the cost objection completely out of the picture.

3. Say You, Not I

Think of the last time you met a new person who made the conversation all about them.

No one likes that guy or gal. So, don’t be them.

After all, your product is for the prospect, not you. So, structure your entire conversation around prospect. Share how they’ll save time and energy with your product.

For instance:

You’ll be able to spend twice as much time calling and emailing your best prospects.

Just say “you.”

4. Sell the Big Picture, Not Small Features

If you want to succeed in sales, you need to understand the universe in which the customer could use your product.

Once you’ve grasped that, attack! Target their entire ecosystem with your value proposition. Demonstrate a comprehensive understanding of the organization’s needs. 

How can the customer incorporate your product in critical operations, rather than using some features here and there? Show them.

Sharing a holistic vision of your product’s influence makes it hard for the prospect to live without.

5. Uncover and Promote Their Goals, Not Yours

At the outset of the call, make one thing clear: you’re here to understand what the customer wants to achieve. 

The only way to do this? Ask questions. Relentlessly.

What are your revenue goals next quarter and how will you get there? What happens if “X” occurs? What about “Y”? Who’s responsible for that objective and what happens if it’s not achieved? What is it worth to the company?

If you can help a buyer win at their business goals, you’ll close the deal right there.


Hungry for more ways to make your sales more effective?  Check out our latest research,  33 Tips For Optimizing B2B Sales Emails: The Ultimate Guide, here!

33 Tips For Optimizing B2B Sales Emails: The Ultimate Guide