One of the challenges we have in this industry is a lot of inexperienced people jumping into the industry trying to sell a component that is being sold by the company they happen to work for. “I sell drives.” “I sell pumps.” “I sell glass.” You know what? A building owner doesn’t buy glass or pumps. A building owner buys comfort. He doesn’t buy any of these individual components.
So, you must think systems, not pieces. You must put yourself in their shoes. Most people already have a lot on their plate and don’t have much time to spend figuring out the value of your product or service. If you don’t demonstrate the true value of your offering, you’re wasting both your prospect’s time and your own. Ask yourself, “What would make this person motivated to take time away from their busy schedule to consider buying my product or service?” If you don’t have a concrete answer that is specific to your prospect’s needs and values, take a step back and do some research and brainstorming.
