Today’s selling requires a new approach.
Buyer’s expectations have changed…
Buyers today expect you as a seller to show up with ideas, a perspective and guidance on how they should address the common challenges they face. With the glut of information available on the internet, we can’t waste their time with long qualifying question sessions and lengthy discovery efforts.
GET TO THE POINT!
Why are you here and how can you help me?
Sellers need to carry the early conversation and earn the right to ask clarifying questions.
We have to provide value by teaching the buyer.
We have to spark their curiosity by exposing a knowledge gap.
How do we do it….
Share your understanding of the Goals that you know they have set.
Highlight the Challenges you know they face in achieving these Goals.
Identify the Gaps they have in their ability to overcome these Challenges.
Confirm the Consequences of them not achieving their Goals.
Failure to utilize a consultative approach that forces the buyer to recognize that they will not succeed without addressing their GAPS, leads to no-decisions and maintenance of the status quo.
It’s our job in sales to disrupt the status quo. We have to get them motivated to embrace a new way and that requires understanding how to leverage Movement Triggers that get your buyers to take action.
Does your team have the skills to execute this program?
Skills required-
Pre-call research to understand the common goals of customers.
Skill level EASY.
Ability to articulate customer Goals with credibility.
Skill level EASY.
Highlighting the Challenges customers face.
Skill level MEDIUM
Understanding your solution and the Gaps that your solution fills for customers-
Skill level MEDIUM
Communicating these Gaps to customers and accepting that you will make the buyer uncomfortable.
Skill Level HARD- Uncommon Skill-
Confirming the Consequences the buyer faces by not addressing these Gaps.
Skill Level HARD- Uncommon skill
Notice that the skills required in this progression increase in difficulty as you work through the 4 steps. Most salespeople are comfortable sharing the Goals and Challenges but they resist highlighting the Gaps and Consequences because this make the buyer face the unpleasant fact that they are doomed to fail without a solution like yours.
In The Virtual CRO programs we work on the skills required to execute this complete program. Pre-call research to understand their business and mapping their situation to our solution. Identifying the Gaps and establishing the consequences of inaction reduce your risk of no-decision but they also increase the risk of losing the sale to buyers that don’t agree with your positioning. GREAT. We just reduced our sales cycle and disqualified the buyers that don’t see value in our solution.
NEXT STEPS- To learn more about this program and how it can lift your conversion rates at each stage of your sales funnel, please reach out to engage us in a more detailed conversation about your sales process. Thanks for taking time to learn more about our system. @winmoresales