Moving beyond the conversation to prioritize consumer outcomes – Matt Easton | Easton University

Selling your features and benefits is dead in 2024, and selling the value is on life support, says sales coach and Easton University founder Matt Easton. If you really want to be successful this year, you need to focus on something far more important to your customers.

In the latest episode of The Small Business Show, Easton argues that to succeed in the current market; sales professionals must pivot their approach and concentrate on what truly matters to their customers. This shift necessitates a deeper understanding of customer needs and desires, moving beyond the superficial aspects of products or services to address the underlying outcomes customers seek.

Key Takeaways

1. Matt Easton stresses the necessity of transitioning from a traditional focus on product features and benefits to a more impactful approach centered on the outcomes customers seek. This approach is highlighted as essential for staying relevant in the evolving sales landscape of 2024, where simply listing features and benefits is no longer sufficient to capture customer interest or close sales.

2. The discussion underlines the critical nature of deeply understanding customers’ needs, not just on a superficial level, but by getting to the core of what motivates their purchasing decisions. This entails a shift from a product-centric to a customer-centric sales approach, where the salesperson’s role is to align the product or service offerings with the customer’s personal or business goals, thereby creating a more personalized and compelling sales pitch.

3. Moreover, Easton highlights the critical role of comprehending why customers are considering a purchase and advocating for a more personalized and consultative sales approach that delves into the customers’ underlying motivations and desired outcomes.

4. Nevertheless, the effectiveness of interactive and relational selling is underscored, highlighting the importance of salespeople engaging in bidirectional conversations with customers. This approach is about creating a dialogue where the salesperson listens actively to the customer, asks probing questions, and tailors the sales message to address the customer’s specific situation, thus facilitating a deeper connection and understanding.

5. Ultimately, Easton suggests a shift in sales education and practices. Easton University exemplifies an institution that adapts its teaching to these evolved sales methodologies, emphasizing outcome-based selling over traditional features and benefit pitching.

"Our job in sales is to figure out 'why is this person' talking to us in the first place and what's the outcome they want to reach." – Matt Easton

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