You might sell a product that genuinely makes conducting business easier, but this doesn’t grant you a simple sales process.
The sales process can be long, tedious, and frustrating, no matter how innovative your product may be. Selling to businesses often means proving to multiple decision makers that your product can make their jobs more efficient, provide a significant return on investment and outdo competitors in functionality and price.
However, there are a few strategies that make selling to businesses with multiple decision makers effective for all involved.
1. Make it Easy to Share Information
When multiple stakeholders are involved, it’s important to provide pricing and information regarding your platform in a clear, transparent, and digestible way that can be easily shared among decision makers.
In order to do so, create clear and transparent pricing models with no hidden fees or complex set up charges. When being compared to competitors, be the product that stands out for clear, honest pricing.
It’s also helpful to provide attractive one-page documents that visualise the pricing structure and key benefits of your platform.
At the end of the day, businesses want to make quick and informed decisions about which product or service to implement. Make this process easier for them by being transparent, genuine, and straightforward.
2. Verbalise Key Differentiators and Benefits
Continuously talking about the benefits and key differentiators of your product or service with prospective clients will enable them to effectively describe your solution to other stakeholders.
You should be able to explain what makes your product unique in a concise way that can be easily repeated. What is your elevator pitch and can you easily work it into your demos and conversations with potential customers in a straightforward way?
So, decide what you want your key takeaways to be from each conversation and continuously talk about them in a concise and repeatable way.
3. Be Willing to Conduct Multiple Demos
When multiple decision makers are involved in the sales process, you must conduct as many demos as is necessary to close. However frustrating this may be, allowing all stakeholders the chance to view your product will greatly increase the likelihood they’ll choose your service.
Express willingness and availability to demo the product even if it’s not asked of you. This presents openness and approachability that your competitors may not offer. Providing your potential customers with content about your platform, such as pre-recorded demo videos is also extremely beneficial. This also gives decision makers the ability to view the product — even if they don’t have time to schedule a call or go through the entire service.
If decision makers feel comfortable with your product and believe implementation will be easy, they’ll feel more confident your service is right for them.
4. Answer questions effectively and directly
Actively listen and pay attention to your potential clients during conversations and demos in order to answer their questions in a direct and helpful manner.
We’ve all been in the situation of looking to buy a product, asking questions regarding its functionality and then not receiving adequate or direct answers.
After conducting a demo, your goal should be to leave your prospects with no lingering questions or concerns. Be an active and perceptive listener, and genuinely prioritize their questions over preconceived agendas.
5. Have Empathy and Be Patient
The greatest sales tool is, by far, empathy.
Practicing empathy allows you to address the concerns of your prospects before an issue or roadblock arises. Most often, decision makers worry about selecting a product that will produce a return on investment, make their business more efficient, and provide proven and positive results. Being honest with potential users around these uncertainties will generate trust and close more successful sales.
If you’re selling a product you truly believe in, these five tips on selling to organisations with multiple decision makers will improve your sales process and enable stakeholders to make better, more informed decisions regarding which products to buy.