Selling is all about helping people make better buying decisions. The trouble is too many salespeople fall into the trap of following their own agenda and end up in a repeated pitch cycle. The buyer stalls and the process quickly loses momentum. They move onto the next opportunity and repeat…
As salespeople we need to take stock of each opportunity, learn from it and improve before the next opportunity.
Everyone is busy and short on time so we need practical, easy to digest sales development that gets results. Here’s some questions to work through to help you, as a modern day sales person ensure you quickly demonstrate the behaviours your buyers will respond to. As a result there will be action from both parties- not just you! Ask yourself the following and commit to PROVING:
How can you avoid leading with your company’s product, ensuring you pull back from being in presentation mode?
Establish the understanding level: re-examine the brief. Do they still have the same objectives? Is there an order of priority with the objectives? Has anything changed since the appointment was set? (Irrespective of how long ago or recently the appointment was set.)
Having established the agenda how can you ensure you have buy-in?
How can you remember to exercise more good listening –this way you come across as a professional problem solver- able to identify real issues and understand more?
How do you come across from the buyer’s perspective: are you there to help or to get something from the conversation?
Is the idea you are suggesting of value and positioned uniquely for the buyer, solving a problem and/ or creating an opportunity?
How can you avoid sounding like you are pitching something as opposed to improving the buyer’s situation and working with them as a partner?
Are you clear on your proposal/ offer and is the buyer clear too? If so are you confident to get their commitment and take action? (Close!)
What concerns might they have and how are you going to answer them?
If you have to give a proposal/ quote have you clarified exactly what they need to see, what is most important to them? There should never be ANYTHING included in a proposal that you have not previously discussed.
I appreciate while reading this it’s easy to say that you know all these things. The way to use this information to your advantage is to look at each point and say “ok so I know it but how will I demonstrate it in this conversation?” or, if you don’t already “how will I do it?”
Apply these principles and they will want to do business with you!
Please share your tips/ questions that help you stay focused on the buyer’s agenda avoiding the dreaded but all too common product pitch.