Despite the talk, the training, the tools, and everything else sales people have been exposed to and have access to, it is still interesting (disappointing) how fast most sellers, even those who hit quota, will resort to product in a sale. They may want to pretend that they are not, they may want to dress things up, but in the end what they deliver is a Pitch. While many will argue that as long as it gets the job done, except it is that view that leads to inconsistencies in results, rather than predictable outcomes that result from professional selling, rather than professional order taking.
One reason many resort to pitching is their failure to understand the business drivers behind the purchase the buyer is undertaking. This is especially prevalent with many one trick pony companies, where each product, and thereby each sale, is just one singular component in “the stack”. This allows reps to fall into the trap of knowing their slice best, and not having to worry about the big picture. To be clear, this laziness is present and abundant in other sales teams as well, it is just most prevalent with products that address one particular need.
The problem is that economic buyers do not set out to buy things. They usually set out to achieve things, at times these can be simple things that do not require a lot of process, like “I need to buy toner”. But with “solutions”, or more involved purchases, buyers are more often driven by a result they are trying to achieve. They often don’t care how that result is achieved as long as it is legal and cost effective. Which is why pitching product, or features, or even ROI’s lead to longer sales.
The ‘pitch” is usually centered on “how, and how well, we do what we do”, just think of your average “elevator pitch”. Some evolve to what makes “the how we do that” by adding what makes their process unique, hence the Unique Selling Proposition, but it is still about what we do and how, not necessarily why that is good for the buyer, just that it is unique from the others doing a similar thing. Still little about the outcomes, and “what’s in it for the buyer”. This leaves the buyer to figure out how well the pitch aligns with their objective.
Some smart marketers figured out that if they change the label to Value Proposition, from selling Proposition, they could catch more fly with that honey. But still a pitch.
To truly be unique, you should define your value vis-à-vis objectives the buyer is trying to achieve, results they are looking to deliver to their business. To do that you have to think more like they do, less like the day to day user of the product, and more like the ultimate beneficiary of the output of your product. To do that, you need to look at the world through their perspective rather than the product or sales perspective. I seriously doubt your buyers are reading the latest sales book, sales guide, or someone’s thesis on resurrecting some secret black art. They are more likely reading business books related to running their business, and the latest in that thinking. For every one of my posts you read, you should read a post written not for sales people, but your buyer, read an engineering blog, consume a journal from the professional association of your buyer. Read anything that allows you to have a conversation with your buyer about their world, not yours. That conversation will take further than the best value prop or USP. It’ll help you avoid driving your buyer to think “pitch – please”.