This is a guest post by Vistage Speaker Ian Altman.

In the American classic, The Music Man, Professor Harold Hill is a traveling salesman selling musical instruments, uniforms, and instructional manuals. (Video embedded below).  For the purpose of this lesson, we’ll overlook that his intention was to swindle the town.

But, how much time does he spend on the features/benefits of his instruments and uniforms?  Does he schedule demos, offer free trials?  Notice that Harold Hill seeks pain that creates a need for what he is selling. So, Prof. Harold Hill (OK – he’s not a professor, either) definitely does not pitch the features/benefits of his instruments and uniforms.  Rather, after he asks some well-crafted questions, the town becomes convinced that the presence of a pool table will lead to delinquent youth.  So, they need a solution to avert that disaster.  If you are one of the 27 people on the planet who has not seen the movie or Broadway show, I apologize if I have ruined the ending for you.

People buy to either solve an immediate or anticipated problem, or to help them reach a goal.  If you are pitching features and benefits, you might be missing a huge opportunity. As buyers, we understand and appreciate our own challenges.  And, if our vendor convinces us that they thoroughly appreciate our needs or goals, we are often inclined to give them a shot at solving them. Focus on the needs or “trouble” that your client is having, and you might just sell some instruments and uniforms (or perhaps your own products and services) right here in River City (or your market).

Please share your stories of how you have successfully directed your teams to focus on customer needs more than features. Did it help you attain success?

Ian Altman is the founder of Grow My Revenue, LLC, a consultancy that helps CEOs and their organizations to define their market position and enhance sales and business development to enhance opportunities for shareholder value and liquidity.