Does your customer really understand how you can help them solve their problem?
You may think they do because you did a great job explaining what your product does. But here's the critical question: Did you connect the dots for them?
During my years as a Hall of Fame sales coach at JP Business Academy, I've watched countless sales presentations where the salesperson perfectly explained their solution and the customer clearly understood their problem – but no sale was made. Why? The dots were never connected.
The Assumption Trap:
It's easy to explain our products and assume customers are connecting the dots themselves. We think: "They should recognize what I'm doing and how it affects them."
But customers don't always think that deeply. What happens is you present your solution, they know their problem, but you never explicitly connected the two.
The Disconnect Reality:
You know: Your product increases efficiency by 30% They think: "That's nice, but how does that help me?"
You know: Your service reduces overhead costs They think: "Okay, but what does that mean for my business?"
You know: Your solution saves time They think: "Time doing what exactly?"
The Connection Process:
Step 1: Identify their specific problem Step 2: Explain your solution's features Step 3: Bridge the gap explicitly
Instead of: "Our software automates inventory tracking" Say: "Our software automates inventory tracking, which means you'll never run out of your best-selling items again, preventing the lost sales you mentioned happening last month."
The Dot-Connecting Formula:
"Our [solution] does [feature], which means [specific benefit to their situation], so you can [achieve their desired outcome]."
Real-World Examples:
Weak: "We provide 24/7 customer support" Strong: "We provide 24/7 customer support, which means when your customers have issues at midnight, they get immediate help instead of waiting until morning, preventing the customer defections you're worried about."
Weak: "Our training program is comprehensive" Strong: "Our comprehensive training program covers exactly the skills gaps you identified in your team, so your employees can handle complex projects without constantly needing your oversight."
The Mental Bridge:
Never assume customers understand the relationship between your product and their world. If they don't see the connection, they won't buy – no matter how perfect your solution is.
The Implementation Strategy:
Listen First: Understand their specific challenges Present Features: Explain what your product does Connect Explicitly: Show how features solve their problems Confirm Understanding: "Does that make sense for your situation?"
Your Dot-Connecting Challenge:
This week, after explaining any product feature, immediately follow with: "What this means for you is..." and connect it directly to their stated needs.
Remember: Obvious connections to you aren't always obvious to them.
Comment HELP if you're losing sales despite having the perfect solution and want to learn how to connect the dots more effectively.
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