Talking with a few new business owners, I get the feeling they are too excited about what they are selling and their product. New owners want to share every detail, every option and every feature to potential customers. However, for some items, customers only want to know #1 the cost and #2 how it will benefit them.

Electronics and automation are the hot ticket items with one unit performing multiple actions. But if I really only care about one certain feature, then the salesman should listen to my needs and not sell me on how my thermostat can control my dishwasher. Features are great but fulfill my needs first and listen to what I’m saying, not what you are selling.

Insurance is another example. I can put together the best plan with top coverage and all the bells but if you have a budget and can’t pay, then my plan is worthless. You’ll just end up cancelling it in 3 months and then Murphy’s Law will cause an accident after your coverage has expired. Sadly, this has happened many times in my agency. When someone asks your budget or what you can spend, be honest. It is best for everybody in the end.

Give the people what they need first, than pivot or transition ways your product will benefit the client. Do this out of order and you violate the hierarchy of needs and might not make the sale. Remember, once you get a ‘yes,’ stop selling and don’t talk your way out of a sale. If the person has questions they will ask or they will find out later after their needs are met. Share what is needed and continue to take your business Up One Level.