Once you've nutted out your value proposition, the tendency is to get excited (and why wouldn’t you?) and want to tell your prospects what you can offer and how good it will be for them.
Know their issues and problems
But there's a step before this and that’s to do your homework. Take the time to really understand what makes your prospects tick. What are their key business priorities? What are their most pressing needs? What major projects or developments do they have in flight? What issues or problems are they currently dealing with?
Researching companies or consumers is relatively straightforward as there are so many sources of information -websites, social media platforms, LinkedIn, your networks and don’t forget company annual reports and news items.
Show them you understand
Armed with insights from your research you are in a strong position to engage in a meaningful manner. Companies and consumers like nothing better than dealing with people who have taken the time to understand them or their business.
Make them more successful
In a B2B context once you secure a meeting with a prospective client, remember their aim is to make their business more successful. Your aim is convince them you can help them do it. Always start the meeting discussing their business and their issues and problems. Take the time to validate your assumptions and to demonstrate to them you are making the effort to get to know their business.
Now you are in a great position to pitch how your solution addresses their issues or problems and how you can make their business more successful.
In a B to C context the same principles apply. Understand the customer’s needs and issues so you get your messaging and language right, otherwise you're just going to end up shoving things down people's throats that they don't want to buy.