I know I sound like a broken record but here I go again. The market has changed. Unfortunately many sellers haven’t. And if the messages you deliver, the questions you ask, the proposals you present, the processes you use, and the services you offer are no longer relevant … guess what? Neither are you.
Every sales person I know is seeking ways to differentiate him or her in an ocean of sameness. Trouble is, too often you’re looking in the wrong direction. Kenneth Wong (Associate Professor, Business & Marketing Strategy at Queens School of Business in Ontario) was interviewed in our national newspaper last year. A statement he made, “Differentiation doesn’t necessarily mean more of anything except relevance,” struck a chord with me because it is a simple truth.
Here’s my simple truth… “Sellers need to stop overcomplicating the sales process – and just get relevant.” And so to help you on this path, I’m sharing six essential shifts that will assure your ongoing relevance in an evolving business environment – so that you win bigger sales faster, and for the long-term.
Shift #1
You are irrelevant if you’re creating and delivering sales messages that spout generic benefits without any context to the customer with whom you are speaking. “We can save you money.” “We can make you more productive.” “We can increase your profits.” All irrelevant because everyone else is saying exactly the same thing. Know what the customer hears? “Blah blah blah.”
You are relevant when you deliver a message that talks specifically about a customer’s current priority, how you can help in context of this issue (specific relevant benefits) and back it up with real examples of how you’ve successfully helped others who’ve faced the same challenge.
Shift #2
You are irrelevant if you adhere to the “old school” ABC of selling. Remember Alec Baldwin’s mantra to his sales team in the movie, Glengarry Glen Ross… “Always Be Closing.” What happens to sellers today when they enter every sales call with the sole intent of closing the deal? They tend to ask a bunch of mind-numbing, fact-finding, self-serving questions. Best case they sound like everyone else, and might possibly win the deal if they drop their price. Worst case they turn off the prospect and/or open the door to a relevant competitor.
You are relevant if you adhere to today’s ABC of selling … “Always Be Curious.” The reps I see hit the ball out of the park are those that enter client meetings with the intent of developing a deep understanding of this customer’s situation. They’re curious about the customer’s business, his market, his challenges, and his perspective. Their intent is to help both seller and customer deepen their understanding of what’s motivating the need for change. The sale is the output – and it’s always a bigger one.
Shift #3
You’re irrelevant if you’re waiting for your company, or someone, to make you more successful. Over the past three months I’ve posed the same question to my new students, “How many of you read books on selling?” I’ve been stunned by the response. Less than 5% say yes. Others admit they’ve had no sales skills development in over a decade because “the company hasn’t offered it.”
You’re relevant if you take responsibility for your own professional development. Read good books on selling, on business and on your market. If you’re hanging on to books you picked up from the shelves of Noah’s Ark then ditch them – unless they’re classics.
Plus there’s an array of sales development courses, webinars and websites offered on-line today – so everyone has access to affordable sales education. Just do your due diligence. Avoid some of the freebies that may be nothing more than teasers to get you to buy stuff. Look for the ones that offer relevant meaty content and live access to sales expertise.
Shift #4
You’re irrelevant if you’re delivering proposals and sales presentations that ramble through your solution, listing every feature and benefit that your company or product has to offer. You’re training your customers to tune you out.
You’re relevant when you connect the dots for your clients. People and companies buy, or make change, for specific reasons. Break down your solution and clearly connect each element to how it will deliver on the specific motivators and priorities of this buyer. And don’t muddy the waters by talking about stuff they don’t care about. Make your presentations relevant.
Shift #5
You’re irrelevant if you’re relying on the sales methods and processes that made you successful five or ten years ago. Your target audience has changed, and their buying processes and preferences are different.
You’re relevant if you align your sales approach with your buyer. Embrace the new technologies/ web tools available to sale pros. I’ve jumped into some of the new web-based sales tools and processes kicking and screaming because my learning curve is big and painful. But I’m fascinated by the array of technologies available today that bring qualified customers to our doorstep, that open up conversations with hard to reach contacts, and that generate connections we might otherwise have missed. (If you want help making sense of the many new technologies click here.)
Shift #6
You’re irrelevant if you continue to offer customer value from your perspective. Your customers’ definition of value has changed. And like it or not – some of what you love to do may no longer matter. And please stop trying to define customer value by gathering your smartest executives around the boardroom table to figure it out.
You’re relevant if you conduct regular “non product” sales calls where your intent is not to sell anything (today). You’re there to listen and learn. About your customer’s business, her customers, her issues and priorities. Your reward will be clues that enable you to create value that customers will pay more for. And, if you’re inviting people to the boardroom table to re-define customer value, make sure your guest list includes your customers and your most desirable prospects.
Good selling!
