One of the biggest mistakes you can make is trying to sell to everyone that comes into your pipeline.
I know, it’s intuitive as a salesperson to sell as much as possible, but effective salespeople know how to pick and choose which prospects to sell to. They know the good from the bad.
The reality is, not every prospect is an ideal candidate for your product or service. The sooner you learn this important lesson, the sooner you can focus on the prospects that are ideal candidates for you to work with.
Big data has become the buzzword of this decade, with more and more companies openly admitting to collecting information about customers. Most consumers can handle parting with their personal information if they receive a relevant and personalized experience in return. This means companies who gather data and use it wisely experience better sales and higher revenue. Well, if they do their research correctly, that is.
Not sure if you’re using your internal data correctly? Here are a few ways to tell.
Many of us have heard ,while prospecting, the infamous objection, can you send me some information prior to me meeting with you, setting up a telephone appointment with you or whatever may be your next step within your sales process. How do you identify if this request is a request that is coming from an interested party that truly wants to know more about your company prior to taking the next step or if it is simply a blow off?
Of course the primary motivation behind any sales presentation is … yes, sales. No surprise there. Sales are the reason for all your research, preparation and practice. And when your presentation materials are put together, they should forward your brand and convince the audience to try what you’re offering. Unfortunately, though, even though making sales is the objective, some presenters come across too “salesy.” They’re so assertive or insincere that they give an impression of being superficial and self-serving. That loses an audience (and sales) very quickly.
So how do you deliver a sales presentation that makes a positive impact? One tip is to explore human behavioral studies that explain how and why persuasion takes place.
Know Where You’re Going. Understand Where You’ve Been.
If you want to truly understand how you can help your client, you need to assess what you know. A call with someone you’ve never met before is very different than one where you have some background. This may seem like an elementary point, but I’ve seen way too many salespeople approach all their discovery calls the same way. As a result, they miss opportunities to change their conversation in a way that connects them to buyer value drivers. The prep is critical for many reasons, and it starts with two simple questions:
Where am I in the account?
Where am I not?
Remember the “Who”
Effective preparation doesn’t end there. A lot of salespeople make the mistake by only asking those questions. They focus their discovery only on the account white space, or if it’s a new account, where they think they have the biggest chance of making a sale. That information is important, but you need to consider the “who.”
Research from CSO Insights shows that three or more individuals are involved in the final B2B buying decision. Your challenge as a salesperson is to articulate your solution’s value and differentiation in a way that shows the business impact to each of these decision makers. You won’t be successful in showing your business impact to this key group if you don’t follow an effective discovery process.