If you sell to small businesses and you haven’t been closing the sale, you might be pitching too hard. So says a survey of 401 small businesses from The Alternative Board that asked, “When evaluating a new product or service for your business, what is your biggest criticism of the information that you receive directly from the vendor?”
More than half the respondents said, “Too sales-oriented.” No other response came close.
That might seem senseless (and scary) to a sales person. I’m not selling enough because I’m too sales-oriented!?
But it makes perfect sense to us. We always advise that you build trust and provide value when interacting with prospects. Your content — email, social media, blog posts, and more — should be educational and informative. It should help the prospect solve a problem. It should help the prospect fulfill a need.
We often say you will turn off prospects if you fill your emails only with pitches. The same goes for telephone calls or face-to-face meetings.
Below is a chart that summarizes the survey results, and here’s an article from Marketing Sherpa that analyzes the survey.
How would you answer the question When evaluating a new product or service for your business, what is your biggest criticism of the information that you receive directly from the vendor? And when you market your business, how do you provide value, as opposed to just pitching?
Post your answers to the comment area below.