I’ve been reading alot about sales knowledge recently–and I’ve come to the conclusion after talking with many CEO/Presidents, that most of them don’t know much about the selling process.
It seems a bit absurd doesn’t it–that the very thing that is responsible for a company’s future–the sales function–is misunderstood by so many leaders.
I hear CEOs say, “Sell harder!” ”Go make more calls!” “Hell, they’re getting paid a lot of money–why aren’t they performing?”
Frequent Posts on Selling
To help each of you understand what selling is and how it’s changing rapidly, I’ll be posting some thoughts over the next few weeks. [Full disclosure: I've been teaching sales forces for decades and I've worked with many CEO's to help them understand selling at it's core. And part of our work, in addition to leader development is sales development.]
Lesson 1. Let The Buyer Sell You
As you see from the graphic, you want the prospect selling you on why he needs you. But you can’t do that if you don’t get your mind right around the sales process. If you believe that it’s up to the sales person to “uncover the need–then close the sale” you’re sorely mistaken.
That’s the old way.
A better way is to create an atmosphere of trust and honesty with your prospect/client. You can’t do that if you’re always pitching–if they see you coming a mile away–or if they have to lock up their valuables when you walk in. (I know you don’t think that’s what happens, but trust me on this one.)
Today’s great salesperson–not the wildly enthusiastic talker–but the $500,000/year person (you know, the one that is actually achieving results?) is a master at financial analysis, at problem-finding and solving and at helping customers connect the dots between the pain they have and the solution you have.
He’s a master at creating a situation where the prospect is selling him on why he needs to fix the pain.
Find out how your sales team is selling? Find out what their strategy is when they’re in front of a prospect. Find out how they articulate the value your solution brings to customers (trust me, that’ll be an eye-opener).
There isn’t one more important thing to know in your company than your sales process and the sales strategy your team uses. Because if it isn’t sound, neither will be your profit.
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