No matter how one slices it, sales is a game of change. If you are the incumbent, the best way to avoid a client to change vendors, is to continuously introduce change in how your product helps the client achieve their objectives. If you are not the incumbent, then it is all about regime change. Both require that you capture and maintain the buyer’s focus, and have them adopt the change you represent. At its core, it is about first changing how the buyer/prospect views their reality. To do that, you need to do two things:
- Fully understand the buyer’s current view of their current state
- Get them to change their current view of their current state
This is not as easy as it first sounds, which why many sellers ignore it, and pay the price. Main reason is that it requires that we completely let go of our product and service, and immerse ourselves, not so much in the buyer’s view of our product, but their world, how they see it, where they see it going, why and how. Before you can change their view of their current state, you need to “live it”, so you can look at the issue the way they do, not the way you hope they do, or think they do.
It has been shown that opportunities have a greater likelihood to fall apart long before the talk of vendor or selection begins. Once they (buyer(s)), agree that there is a specific worth addressing, they then go on to see if and how it can be addressed. It is only once everyone agrees that that it is indeed addressable and how, does the internal conversation on the buy side turns to with whom, i.e. which vendor(s).
They may turn to the vendor community for information in the middle phase, but it is really for subject specific not product or solution specific info. Many vendors confuse this as a signal to pitch, when the buyer is actually looking for insights on the issue, how it impacts them and their objectives, and what others have done, see, and thought about in this stage, they are not looking for product stuff, they are not there yet mentally. And if you lead with product at this stage, you are putting your chances of being considered in the selection stage at risk.
So without an understanding of their current state, and how that state informs their views and actions; you will not be able to see what it will influence their views in a way that leads them to a view, which by extension, leads your product. Changing their state, their objectives, and the filters blinders, starts with you adopting their view, not hoping that they adopt yours.
Key here are their objectives, if you can align to those, especially those agreed on internally in the first stage “is this addressable?”, then you will be in a position to share how others have dealt with things, not how your product changed things.
The goal is to change their vision and outlook, and the impacts they want to deliver to their organization, it is not about getting them to change vendors to do the same as they are with their current vendor, with slightly fresher hue. It really is about doing something different, not just doing things differently #sellbetter Click To Tweet.