Considering that much of a buyer’s journey takes place without his or her knowledge, salespeople have to overcome a range of challenges, regardless of their industry. Competition is fierce, and organisations are finding that their salespeople are unable to tell a compelling enough value story to set themselves apart.
If what you’re selling is complex, the challenge is even bigger.
So, how do you stand out from the crowd?
1. Communicating value
Yes, salespeople need to be experts at highlighting product features and benefits, but more importantly, they need to be able to translate this into real business value for their customers.
2. Showing not telling
A verbal explanation of a product or service will have limited impact. Interactive product demonstrations, or customer case studies bring the story to life; they allow the customer to really experience the value they’re buying into.
3. Understanding buyers’ unique requirements
Different customers buy in different ways…. And different contacts within a single customer will buy in different ways. Understanding this, putting yourself in the buyer’s shoes and adjusting the sales approach to each individual and their needs will make all the difference.
Using the right combination of strategy, communication and empathy helps salespeople develop meaningful discussions with prospects, speed up the sales cycle and close more deals.