“What do I have to do to get ahead?”
“How can I differentiate myself from the competition?”
“What are buyers really looking for in a seller?”
Are these the questions you’re thinking about right now? As Salespeople we know that as buyers become more educated and as products and services are increasingly commoditised, we need to act differently to be successful.
So here are 5 skills that will help you be more successful.
1. Educate prospects with new ideas and perspectives
Today’s buyer has usually already done there research before they talk to you. They’ve done competitive analysis and probably know what features they’re willing to pay for or do without so your job is to educate them about what they didn’t find online. Tell them about the features of new products, share “case studies” of how others have used and benefitted from your products, and show them alternatives that they might consider. By educating your buyer instead of regurgitating information, you’ve provided value they can’t get elsewhere.
2. Demonstrate potential return on investment
Salespeople need to paint a clear, persuasive, and believable picture of the results an investment will generate. If you’re selling expensive software with a lengthy implementation time, it’s important to share the potential benefits of making that kind of investment. Case studies, data from your client base, and your own estimates (based on information your prospect gives you) can help you paint a more vivid picture than simply saying, “This is worth it because it will save you time.”
3. Listen to prospects
You must listen to your buyers. By asking engaging questions and following up in ways that demonstrate understanding, you’ll build trust and a more valuable relationship. Adopt the mantra of “Stop Selling, Start Helping”.
4. Help prospects avoid obstacles
Salespeople should be honest with buyers about the pitfalls that can occur both before and after they buy — and how they will help prospects avoid them. If, after asking questions and listening, you don’t believe you can help your prospect — or they don’t have the budget or resources to buy your solution right now, it’s best to end things amicably. You can always revisit their business in six months. But knowing when to gracefully withdraw can give you the freedom and time you need to work deals that are ready to close.
5. Differentiate based on value
Salespeople must provide maximum value compared to their competitors. That doesn’t mean having the lowest price. Value is in the eye of the buyer and often comes in the form of the insights and expertise that we as salespeople and our companies can provide.
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