Peter Vander Wall coaches sales reps to label the customer's problem aloud on calls. This one move gains agreement, shows authority, and connects your marketing language to what actually converts.
The more you say on the sales call, the more opportunity you have to push them away and to make them not buy. And so once you've kind of clarified why they're here, what is the pain they're experiencing, then you want to label the problem. Oh, okay, so you're like, way overpaying in taxes. This is a way to basically say the problem aloud and get them to agree with you or to affirm. Yes, that's correct. Because now you have permission to continue using that language.
And it also gives you an authority, the fact that you're able to label their problem and tell them like, oh, this is what you're experiencing. And they go, yeah, this person knows exactly what they're talking about. And this is also where, like, the marketing strategy, and I tell people this all the time, the marketing strategy is also a sales strategy. And so once you identify which of the problems or desires in your marketing strategy that they really relate with, now you know exactly what to say in order to sell them, which is very important.
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