In sales, for selling techniques to work effectively there needs to
be clarity in both the actual sales role and in the process of selling.
Successful selling is about always having a clear objective based on
where we are in the sales process.
Challenge the buyer’s journey
Sales people can too often view the sales process as a linear process
with a WIN/LOSS outcome at the end where the prospect either chooses
you or the competition. There is a third option which studies show that
effects up to sixty percent of deals getting marked lost, this is the
“No Decision” scenario where the prospect parks the deal due to the fear
of change or just don’t see the value. One selling technique is to
challenge the status quo of the win/loss scenario and focus on getting
buyers to see that change (choosing your solution) can make them a hero,
will make life easier and has value far beyond the price being paid.
Find the USP
In the sales process there will always be some overlap between what
you provide and what the competition can provide to a prospective
customer. Stark reality is that the overlap could be as high as sixty or
seventy percent. Do not fall into the sales trap of over focusing on
“parity areas” against competitors in the sales process. Rather sales
people should focus on what they can do for the customer that is
absolutely different from what the competition can do; this is
your “Unique Selling Point.” Your USP has to be unique to your solution,
identified as being important to the customer, and can be defended when
push comes to shove.
Share social stories with real meaning
Sales and marketing messaging is about telling a company’s story in
such a way that it attracts prospects to the business and eventually
turns them into customers. The challenge for every company and sales
person is to share stories (social selling) that differentiate from the
competitors. Sharing stories with real meaning can help create a
powerful perception of value in a customer’s mind. So we need to tell
the “before” story and the “after” story, real verifiable stories,
meaningful stories, stories with emotion. Share real stories about the
people who were affected by the challenges in the business area they
were working in. Then share how their situation became easier, more
productive, or less stressful after using your solution to the problem.
The customer is the Hero
Every story has a hero. The hero who got things sorted. In business,
the customer is always the hero, the hero who identified the problem,
who foreseen change was needed, that there was a better way. Reality
check, it is NOT you, your company or your solution. The customer is the
one who needs to save the day, not you. Selling has changed, the sales
role is to adopt the position of a mentor, listening, helping, guiding
and sharing stories to customers so they can see what needs to be
changed and how they can thrive into the future.
Focus on the customer
Successful selling starts by really listening to the customer, the
challenges they have and what they want to solve, rather than just
trying to find a reason to sell them something. No such thing as a
standard sales presentation, each one should be tailored so the way you
present your product or service will match each and every customer’s
requirements. This solution selling technique is a far more powerful
than delivering a template driven, general purpose sales pitch. Now your
sales message can pinpoint exactly how your product suits the customer,
highlighting the points where you have a competitive advantage (USP).
While at the same time, the more information you know about a customer’s
position and what your product could potentially do for them, the more
likely you can prove its value to them, hence reducing the fear to
change barrier.
Focus on the right customers
Customer acquisition and lead nurturing is about focusing on the
right customers. Ask the question “Who do I sell to?” No point hunting
down prospects if the solution you have is not a right fit. While sales
training should include sales tips on getting past the gatekeepers such
as secretaries and to create interest, they do not tell you which
customers to approach. Take the time to understand where your company
can beat the competition, then research customer profiles, draw up a
list of prospects, engage with social selling to create awareness to put
you in a strong position when it comes to considering you or your
solution. Also knowing who your ideal customer profile is will help open
up a sales story and why it is worth a customers’ time talking to you.
Knowing when to sell and knowing when to walk away is a selling
technique not being taught enough.
Clarity in the Sales Process
Think of a sales process as a series of steps to get from A to Z.
Does the sales process have or include a free trial, an on-site visit,
face-to-face meeting, proof of concept or maybe a product demonstration?
What processes have proven most successful in the past? On every
customer interaction, ask yourself, what do I want to get out of this
and where are we in the sales process? Clarity in the sales process
gives you a framework and the time to create a buying vision, the
reasons and case why the customer will change (challenge the buyers
journey) plus the time to share social stories to show how the
prospect’s world can change for the better.
Be Systematic
Success is based on hard work and skill not luck. A systematic
approach to selling is critical to sales success. Have a daily, weekly
and monthly plan for lead generation, sales calls, social selling,
pipeline development and deals secured with specific targets in each
area. Much of this sales activity is a question of efficient time
management so before you start your week, check your sales process and
then plan the number of events you want to progress.
In sales, we are today where our selling techniques have brought us. We will be tomorrow where our selling techniques take us.
Selling Techniques – The Bitter Business
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