Avoid The We Do’s

June 7, 2007

Today, Katha, one of my coaches was working on some sales strategies with one our our clients who is a financial advisor. She finished her conversation with a warning that everyone should be aware of. I’d like to share it with you:

“Whatever you do, don’t fall into the ‘We do’ trap.”

What is the ‘we do’ trap, you ask? Whenever you find yourself telling prospects or clients what ‘we do’, instead of collaborating with them or leading the conversation, you are in the ‘we do’ trap. This is a direct path into ‘the commoditization trap.’ When you are telling people what you do, you are making three critical mistakes:

  • You are speaking a language your client probably doesn’t understand,
  • You are not focusing on uncovering the key results that your client wants to achieve, and
  • You are failing to focus the conversation on your compelling difference.

Instead of spending time telling prospects all of your ‘we do’s’; focus on enabling them to understand the problems they have and what they must do to solve them. Then, the only ‘we do’ you’ll need to share is: “We do that.”

Filed Under Commoditization | | Blog Home

Tags:

«
»

Comments

3 Responses to “Avoid The We Do’s”

Trackbacks

  2. Stop Giving Answers - Start Provoking Awareness | The Fast Growth Blog says:
    July 6, 2010 at 2:01 pm

    [...] the video I refer to the “We Do’s,” if you’d like to read more about that click on the link. Filed Under The Demand [...]

    Reply
  3. Marketing Defense vs. Attack | The Fast Growth Blog says:
    September 14, 2011 at 12:49 pm

    [...] message is about the problem and is anchored in the customers world.  At ABC Company we do this, that and the other thing is [...]

    Reply
  4. Marketing Defense vs. Attack | Webalize Your Business says:
    September 14, 2011 at 6:14 pm

    [...] message is about the problem and is anchored in the customers world.  At ABC Company we do this, that and the other thing is [...]

    Reply


Leave a Reply