Don’t Just Sell, Inspire – Sales eXchange 159104

Selling is an exercise in persuasion, I know no one wants to be sold, they want to buy, but even in creating that “buying environment”, we are persuading. And if you are part of that minority that is willing and capable of engaging and selling to the group sellers describe as status quo, usually the least willing to engage with sellers, after all “they are all set”; then there is no question that you are persuading.  Probably selling better and more than sellers sticking to safer, easier segment of the market; these would be the sellers looking to be “found”, waiting for buyers to realize they have a “need”, and then look to “find” someone who will sell it to them on their terms (that is at the lowest price).  I know I am seasoned, but I think we can call that type of selling what it is, which is order taking. 

The best sellers go beyond selling, beyond persuasion, they strive to inspire.  This means taking yourself and your product out of the process, and putting the entire focus on the buyer, their objectives and a healthy dose of the buyers’ aspirations.  And while all sellers are capable of doing this, it seems to be beyond what many sellers are willing to do.

It starts with understanding the underlying factors of why people buy, and then using those to develop an interview strategy based on that.  The products and services we sell only make an appearance once that interview strategy is complete.  If you are used to “presenting”, this will be hard.  The five underlying hot buttons or factors are rooted in Avoiding Risk, Financial Gain, Improved Productivity, Creating a Time Advantage, and the hardest – the buyer’s Self Interest.  What makes the sale interesting, is that while there are similarities within verticals and roles  that can be leveraged, they are not always the same.  This means that it has to be adopted as a process, not as a specific set of questions. 

First you do need to understand where you have address the five factors in previous successful sales, to specific roles within specific types of companies, think of it as buyer profiling (a positive for a change).  Some of the above hot buttons will surface more often than others, clearly being the ones you can better, but not exclusively, leverage.  Not exclusively because you want to cover all to ensure that you AND the buyer are fully engaged.  Now you will know why people buy based on understanding their challenges, what you and your company’s offering can bring to address those challenges, i.e. your advantages to the buyer; and finally what impact you and your company have specifically delivered. 

Armed with this, you are now ready to develop questions that will get the buyer to put their objectives and opportunities on the table, and the challenges they may face in attaining those objectives, in essences getting them to put the issue on the table. 

Only once you have gotten them to put those issues on the table, are you ready to start positioning your offering. 

By definition, a solution solves an issue, challenge or problem, a buyer may have; notice no mention of pain, as challenges or problems can be encountered in the pursuit of positive challenges as well, i.e. becoming the dominant player in the market, so why introduce a negative?  Until you have been able to get the buyer to state their challenges, there really is no need for a solution.  Which is why your product, you value prop, and all the usual crap, has no place here.  Your role is to engage, and inspire the status quo buyer to believe that there is a means to attaining something they did not feel they could do before, which is why they felt “they were all set”.  But inspired by the possibilities inherent in the interview strategy and the questions you deployed, you can inspire them to take action.

What’s in Your Pipeline?
Tibor Shanto

Share

Trackbacks

  1. Mike Kunkle
  2. Iskandar Ahmat
  3. Sales Fun
  4. Tibor Shanto
  5. Tibor Shanto
  6. Babette Ten Haken
  7. Leanne HoaglandSmith
  8. Don F Perkins
  9. Douglas E Rice
  10. Kelley Robertson
  11. Jo VonBargen
  12. Tibor Shanto
  13. EHM
  14. Tibor Shanto
  15. Karin Bellantoni
  16. Mark Hunter
  17. Services On Map
  18. Ralm Technologies
  19. Berrie Pelser
  20. Appointments-r us
  21. WhenSaleMetMarketing
  22. Tibor Shanto
  23. Tamara Schenk
  24. Shaan Haider
  25. Bob Day
  26. A.R.Karthick
  27. Nahum Gershon
  28. HowTo Hire a VA #vab
  29. John A. Rugh
  30. Search Engine Blast
  31. Tom Mack
  32. Tibor Shanto
  33. Salesleaders
  34. Joe Prasad
  35. Anthony Thompson
  36. ZenYinger
  37. Maintenance Eng
  38. Nancy Nardin
  39. Contemporary VA
  40. Arthur Partridge
  41. Grow With Stacy
  42. Trigger Events
  43. Trigger Events
  44. Francisco Rosales
  45. Francisco Rosales
  46. kellykrei
  47. Todd Vendituoli
  48. Bryan Adams
  49. Bert Carson
  50. Robert Caruso
  51. Candace Mountain
  52. Steven Rosen
  53. Sean Charles
  54. Lisa
  55. Ross Quintana
  56. Steve Hughes
  57. Jason Houck
  58. Richard_Blaquiere
  59. Dorien Morin-van Dam
  60. Jim Keenan
  61. Inger Verheul
  62. Inger Verheul
  63. Paul Barstow
  64. Paul Morin
  65. Paul Morin
  66. Elizabeth Wells
  67. Marieke Hensel
  68. Bryan Knowlton
  69. Tibor Shanto
  70. Tamara Schenk
  71. Marck V.
  72. Danny Iny
  73. Mark Corner
  74. Devesh Sharma
  75. Devesh Sharma
  76. The LinkedIn Diva!
  77. Stan Broadhurst
  78. Stan Broadhurst
  79. Mick Say
  80. Erik Emanuelli
  81. Shelly Kramer
  82. Michelle Harris
  83. Pam Moore
  84. Pam Moore
  85. Morgan Barnhart
  86. Morgan Barnhart
  87. Jo VonBargen
  88. Sarah Arrow
  89. Jure KLEPIC
  90. JOHN J. NOSTA
  91. JOHN J. NOSTA
  92. Ralph Kooi
  93. Peggy Fitzpatrick
  94. Gregory Gulling
  95. Angela Maiers
  96. Meghan M. Biro
  97. Meghan M. Biro
  98. Isaías Sharon J.
  99. Carla Young
  100. Shannon
  101. Lori Ruff
  102. Lori Ruff
  103. Dermont Brinkerhoff
  104. Pat Hall

Leave a Comment

wordpress stat