For a moment I thought of all my marketing material and what my brochure says and then I replied, “I design bed linen to help you sleep better at night.”
He looked at me for a moment and then started asking how I could help him and why did people have trouble sleeping.
To me it was like a true revelation that what I had designed was truly about this and I had missed the point of why I talk to people.
I asked him how he slept, Was he cold at night? Did he get tangled in the sheets? Who made the bed in the morning? on and on went the list.
Now I knew what he was after and how I could help him the conversation turned to what I do, how my product could help and why.
There were no glazed eyes or foot tapping we had connected and it was exciting to find we had a common goal, to help him get a good nights sleep.
My moment of truth had arrived and I had grasped it and happily asked my customer what he wanted and what his issues were that he currently had no solution to.
I had finally realised I didn't need to sell my product, I needed to solve my customers problems and that my friend would lead to a sale and a very happy person looking forward to a good nights sleep.