“Don’t make your prospects follow the dots! Talk about what you do for them… NOT what you sell.” LYNNSIGHT
If you’re making prospects connect the dots from your product list to their problem… you’re making them work too hard.
And busy people? They don’t work that hard for strangers.
Here’s the thing: They don’t care what you sell. They care what happens after they buy.
- Fewer headaches.
- More revenue.
- Better nights of sleep.
When you start your pitch with “We offer…”, you’re basically handing them a puzzle box and saying, “Good luck!”
When you start with “Here’s how you get rid of [pain] and hit [goal]…”, you’re showing them the finished picture — and they instantly see themselves in it.
How-to fix it right now:
- Rewrite your opener so it talks about their results, not your features.
- Test yourself: After any call, ask, “Could they repeat back what I’ll do for them?” If not — you weren’t clear enough.
- Drop the jargon. If you sound like a brochure, you’ll be treated like one.
Your job isn’t to make them connect the dots. Your job is to hand them the picture they’ve been trying to draw.