What’s Important to Your Audience? 

Human nature is typically “risk averse”. They want what they want at the lowest risk possible.

The definition of risk differs for different people. Some people would rather pay more because they believe (rightly or wrongly) that something is going to perform better, sooner or more consistently. Some people just want whatever’s cheapest.

Every person – in their mind – has a list of priorities they need to see from your solution to make them feel comfortable to buy from, switch to or remain with you.

These are the “must haves” you need to figure out. NOTE: Never presume.

Why it’s Important to know!

• Talking the same language: By first understanding someone’s “must haves” – BEFORE you demo, test, quota or compare – you and your customer have a common ground to talk from when measuring your offer vs. their criteria.
• Being a consultant/Trusted Advisor: Beyond just the hard price (i.e. you being cheaper), some of the products or services your customer purchases may be hard to truly measure down to a specific dollar amount in growth or savings. Here is your opportunity to help the customer priorities their “wish list”. This will improve your customers’ experience with you.
• Measurability: If, before a demo, test drive or trial, you have agreed with your customer to the “must have” list needed for them to buy or switch, you will both know, right from the onset, what it’s gonna take to make them happy.

Steps

The logical first step is to ask your audience what their “must haves” are.  There are a few potential outcomes when you do this:

• Your customer knows what their ‘must haves’ are, can you meet them?
  • If no, you can either try to convince them that their expectations are inappropriate or unrealistic (i.e. their desire for a 100 times Return on Investment is unrealistic) or you accept defeat gracefully and not waste more time.
  • If yes, then you can proceed to the next step with both parties that if your results match those expectations/variables, they will be happy
• Your customer does NOT know their ‘must haves’:  Now your role is to help them figure out what their ‘must haves’ could and should be. Maybe your customer has been buying from your competitor so long they don’t even know what else is out there. Here is your greatest chance to explain to them what options exist and what benefits they offer vs. their current option.