Success in selling has become less about what is being sold and more about how you are selling. The how is all about creating value in the sales process. A great sales leader knows how to engineer the sales process to be one that the customer believes is worth paying for.
To create value in the sales process, your sales team needs to be able to help the prospect to better understand their needs. Often prospective clients will think they need X, however after you start peeling back the layers you may find that Y is really what they are after. Coach and develop your sales executives to gain a better understanding of how your products and services can help potential clients achieve their goals and the goals of their organization. Teaching your sales executives how to conduct a needs analysis will help them better define the performance a potential client needs to succeed and to better compete and win in their space. A solid way the sales executive can determine if they did this well is to end the call by asking “was this meeting helpful in refining and prioritizing some of your needs?”
Lead the potential client down the path to a clear vision for a successful future. At some point it is inevitable that your sales executives will talk about your products and services. Often even seasoned sales professionals will make this presentation all about your organization. This is truly a fatal flaw that must be avoided.
Help your sales executives to learn how to tell a story, using the information obtained during the needs analysis. This story should paint a clear picture of how your organization will walk forward together down the path of a better future. The presentation must include the end result that clearly benefits the prospective client and not just through influencing them to choose you. The sales executive should help the prospect see what it is going to take to achieve the desired results they need, but most importantly position your organization as the best choice to help them. To confirm that your sales executives have successfully added value have them end the meet by asking “did this accurately restate your needs and demonstrate how we can work together to improve those results?”
To continue to move a prospect from commitment to commitment to close, you have to help your sales executives be able to provide value on every call. Providing value in each interaction will give them a key that will allow them to ask for the next sales call.
If a customer would write a check for the sales call, your sales executive has successfully arrived at creating value in the sales process. Those are the interactions that will spark new approaches and ideas for solving problems. The interaction will provide new and valuable insights and innovative opportunities to capitalize on. Coach and develop your sales team to create value rather than simply provide a spec list of products and services.
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