One of the biggest mistakes I see salespeople make is spending too much time selling, and not enough time teaching. If you pay close attention to the best salespeople, they educate their customers more than they sell them. 

People don’t want to be “sold” your product or service. They want to learn how it works. They want to understand how it will benefit them. And if it will help your customer enough, they will buy from you!

Here are 3 EASY ways to be an educator and not a salesperson!

Market the benefits, not the features of your product or service

People don’t buy your product for its features. They buy for the benefits. It’s not about gigabytes, or cooling per KW  - it’s how much time or money will it save them. Or it’s how it will help your customer make more money. Benefits sell, not features or specs. 

Create content that is informative and helps your customer with their job

Write an article, or create a 2 minute video about how important it is to service screw compressors, for example. Keep the content light and informative. Share tips on how to stay out of trouble on new installs (even if you aren’t getting the business). Make your customers look good in front of their boss!

Share industry updates that your customer should know about

What is going on in your customer’s world that they should know about? What are the new energy codes that they need to watch out for? What new technology is being developed that would benefit them?

If I can share one piece of advice it is this: When you communicate to your customer, make sure you have THEIR interests ABOVE yours. If you care more about THEIR success than your sales, I promise you the rest will take care of itself. 

Stop being a salesperson. Educate the market and watch your sales grow! 


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Brad Telker
Vice President, Applied Systems Group at cfm Distributors, Inc.

Brad joined the cfm team in 2006, and now as the Vice President of the Applied Systems Group, he focuses on business development, as well as helping contractors and engineers find creative and unique solutions to any size HVAC project. When he’s not at work, Brad enjoys reading, running and spending time with his family


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