Following the ealier article found this advice from Sant Quis blog on “sell what the customers want, not what you have”

“Most entrepreneurs, marketers and salespeople focus too much on their own products. They tend to follow a strict, inflexible sales pitch, regardless of who they are selling to. Since they have spent so much time learning about the product’s features and technical details, they simply regurgitate what they had memorised instead of tailoring their product knowledge to fit each individual customer’s needs.

They forgot about the most important thing – What the Customer Wants. The sales pitch is NOT about the product and its features, it is about the customer.

While having in-depth product knowledge is essential, it is only useful when it can used to support the sales pitch. Being inflexible is one of the biggest mistakes a marketer/salesperson can make. They might alienate and even turn off the customers like the examples mentioned above.

If they want it “well done” and not bloody, give them that. If they want the orange, sell them that… and a cup of juice along with it.

No matter how good you think your product is, if they don’t enjoy it, they won’t come back. And if you frustrate them, they will probably spread the word. But they get what they want, they will most probably appreciate your customized service for them and come back again.

Are you selling what your customers want? Or are you selling what you have?”

He has a point, but I believe the approach is too simplistic.  If you are a general retailer and the customer wants something that is, general retail, then that is not outwith scope.  It may be out of stock, but not out of scope.  In contrast, if you provide complex data process solutions assessing customer default probability on real estate loans and someone asks you for a firewall, providing the quote, supply and aftercare may not be a useful use of your time, talent and resources.

As always, your comments welcolmed.