By Michael Hepworth

This kind of attitude is not unique to high-tech firms. It was definitely a dominant theme one day last week when I was a guest at a discussion group for technology companies selling health care.

There was a fascinating discussion about what is happening in health care and how technology is changing the landscape in this rapidly changing environment.

Yet, despite these great opportunities, there was a lot of discussion of how prospects in this industry do not really understand what these technology firms, are offering. There was much complaining about their un-willingness to take risks, and in general, it sounded like the customers were to blame for many of the problems these firms were experiencing.

It sounded to me like many of these firms had it backwards. They had fallen in love with their products instead of their customers. It is not your customers’ responsibility to understand what you sell, and how it could help them, it is yours. This is one of the most fundamental principles of marketing.

These firms did not understand their customers’ needs, as clearly as they should, and as a result, blamed the customers when the sales did not materialize.

The only way to sell is to start from the prospect’s side. If you do not, you will generally get the same result as these unfortunate firms.

Starting from the prospect’s side means you cannot pitch a solution simply because you think it is a good idea. Alternatively, talk about how wonderful you or your products are. No one cares and there are hundreds of firms who offer the same undifferentiated “stuff” you do.

You have to stop talking about yourself. People like this at social events have trapped us all. In that environment, it may be difficult for you to get away, but not so, for the sales prospect, they will just ignore you.

You have to remember no one wants to be sold. Therefore, you have to approach it from the perspective of serving the customer.

A good mindset is “You Matter. Your well-being is important to me. Let me see how I can help!”

This mindset forces you to focus on the customer first, and for your firm to become the champion of your customers and prospects, ultimately making certain you are their most trusted supplier, because you leave them in a better condition than when you started. From this position, it is much easier to gain acceptance of your ideas.

So how do you begin this process?

The first step is to convince your prospects to give you their attention.

The only way you can do this is if your marketing messages speak to their desires, frustrations, and fears. You must convince them you are worth spending time with or that your web site is worth visiting.

You have to be different from your competitors. If you are saying the same thing, you become indistinguishable in the crowd.

A good headline for a letter, brochure, or web site is a good start…but it is not enough. You have to have substance that will keep them involved with you, reading your letters, listening to your suggestions, or reading what is on your web site.

You can only do this if you provide value. Not simply that you have a great product or service, but how you can help them solve a problem. Good products are a table stake in business and bad products do not stay around very long.

The moment prospects no longer perceive value, you lose them. There are too many competing messages out there, to expect them to listen to you any longer than it takes them to decide you are worth listening to, or to cut and run.

Testimonials are critical for new products and services. Social proof is very effective in encouraging undecided people to move forward. Few people want to be pioneers unless the risk is very low. The newer the product, the greater the perceived risk!

You have to find ways to remove the risk, if not; you may have a great product or service that never sees the light of day. It may even be necessary to work free, on occasion, in exchange for testimonials, if what you have is unproven. Think of it as a marketing cost.

You also have to convince prospects that what you offer has good value, but better still a bargain. You do this by making dramatic comparisons with the current situation and presenting this information in a compelling way.

Finally, you have to make it very easy for them to buy. You can do this with extended payment terms, limited offers to early adopters, guarantees, and other incentives.

When you demonstrate in believable ways that you have your prospects’ interests at heart and are intent on helping them make the right decision, then you will reduce the resistance to your products and services.

Michael Hepworth is the Streetsmart Marketer. You can sign up for his free marketing tip newsletter by visiting http://www.streetsmartmarketer.com/. There you will find this article and hundreds more free marketing tips.