[This is part 2 of several on what the CEO should know about selling.]
The first lesson was on a new model of selling where the prospect sells you on why they need you. That is the new way–like it or not. Think about the kind of customer engagement you get when they’re the ones convincing you. But now on with more….
Lesson 2: Be Oriented Toward Solving a Problem
Your sales team–and everyone in your company that touches customers (and even those that don’t) should be all excited about solving customer/prospect problems. (Of course, you don’t solve prospect problems until they pay you–but you get the drift).
The Deep Sleep Question
Your sales team should be able to wake up from a deep sleep and answer the question: “What problems do we solve for our clients?” If they can’t, don’t let them make another call.
Better yet, ask your VP Sales / Sales Manager what kinds of problems we solve. If they can’t answer it, then take them into your office and spend an hour, an afternoon, a weekend, a month, until they can answer that.
What could be more absurd that sending someone out to talk to your customers not knowing how they can help? Answer: Nothing.
You Might Be The Best Trainer
I once had a CEO client who bought into this so strongly, that he would have personal sessions with each sales professional representing his company, prior to them making ONE call. He and I worked together to come up with the problems solved–then he put it in the industry language.
Guess what? He had the best trained sales force. He had sales people who were paying for themselves in 30 days. He didn’t buy into that BS about how it takes a sales person 2 years to provide a return. It only does if they’re untrained.
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