You have to focus on your customer. There is no other way to succeed. What do I mean by this? Simple. Put your focus on your customer’s needs, wants, and desires. Put their interest ahead of yours and speak to them from their position of interest.
Your customers could care less about your company, title, features, and functionality. What do they care about? Their success. Solve problems, open opportunities, make life easier, save money…offer something that’s interesting and of value to your customer. You’ll win more opportunities.
Oh yeah, be sure that whatever you call a benefit is something of value to your customer. Otherwise, it’s not a benefit at all.
Related, be careful if cold calling Jill Konrath. If you do, be sure you have more to talk about than yourself and your company 🙂 Read her post on customer Communications for a practical lesson in what I’m talking about.