How to Show Prospects You Care, part 1

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8th March 2018

show prospects you care

Earlier this year I heard a keynote about the customer experience and how it relates to sales. It made my chimp brain leap with joy because that means care, one of Slingshot Edge’s Three Magic Cs, is having a moment.

Showing prospects you care raises your value equation with them and gives you a direct line to their inner chimp brains. Why? Not everyone does it. In complex selling situations many sellers get caught up talking about the features and benefits of their solution in sales conversations. When a prospect hears this kind of information they glaze over as their inner chimp passes your pitch to their human brain to be filed in the “zzzz” category. And why not? They don’t hear anything about themselves in your features and benefits discussion, so there’s really no point in joining in the conversation.

To engage any buyer’s chimp brain and make sure you schedule a second meeting, show that prospect you care. These initial conversations will shape the overall customer experience your buyer will have with your organization. It’s imperative you show your prospect that you care about their goals and that your solution can help them achieve their goals faster—and better—than anything out there. (It’s even better if your buyer concludes that they can’t hit their goals without a solution like yours—then they’ll care about you, too.) You’ll still talk about your solution’s features and benefits, but you’ll do it much more effectively.

Here’s how.

A powerful, yet effective, twist

Take the time to understand your target buyers’ goals and why they need to hit them. Find out what their world looks like. Once you have a solid understanding of what they’re trying to achieve, look at your solution and see how it fits into their world. Dig into the features and benefits the engineering and product marketing teams have cooked up, and present them in a way that shows your prospect how they can use them to reach their goals.

Framing your solutions in your buyers’ world is a subtle, yet very effective twist. It works in every industry, no matter what you’re selling. Here’s what it looks like:

  • Instead of saying “We have 70 fulfillment centers in 20 countries,” say, “You’ll cut your warehousing costs in half when you take advantage of our supply chain’s infrastructure.”
  • Instead of “Our retirement solution will help you reach your retirement goals,” say, “Have the income you need to retire the way you want with our retirement funds.”
  • Instead of “Our cloud-based solution is designed using storage and networking from leading infrastructure providers,” say “Your ecommerce site will let shoppers buy from you how, and when, they want.”

See the difference? In each rewritten example, the second example re-frames the solution using the buyers’ goals as the starting point. Put yourself in your buyers’ shoes. In each case, wouldn’t it be nice to hear the second example from a sales rep instead of the first? It takes some practice to get it right but once you do, you’ll completely change the interactions you have with prospects.

Using emotion: your secret ingredient

By showing your buyer you care, you bring emotion  into your value equation. Emotion is one of the value equation’s secret ingredients, and it has no exact measurement. If you have too much, things sound fake and overdone but if you don’t have enough, everything suffers. When you have just enough emotion in the interactions you have with buyers, they will feel you care about them. And what happens after that? You’ll elevate your relationships, separate yourself from the competition, and create a memorable customer experience with every interaction.

Get in touch and we’ll help you do just that.


By the way – when you take the time and effort to do this, you really are caring about your customers. If you don’t? Well, it’s pretty obvious—especially to your customers—that you care more about selling your stuff than anything else, including them.

We have more to say on this topic! Stay tuned for part two of this series, where we’ll reveal how to show your prospect you care, by telling them they’ll fail.