Perhaps your sales team isn’t struggling to get enough appointments. If so, you’re one of the fortunate ones.
And, are they winning enough opportunities to hit their quota and for you to hit your number?
If you’re losing opportunities to competition, or your potential customer decides to stick with what they already have after speaking with your salespeople, then competition and status quo aren’t your challenge.
Your challenge is that your salespeople are having conversations that are out of sequence.
What do I mean? Your salespeople are having solution, product and service sales conversations, instead of uncovering the “case for change” (a.k.a. having a business conversation first).
As the leader of your sales team, you need to be highly intentional and explicit. You need to make sure that you model the behavior and skills you want to see from your salespeople.
That means that you need to be able to demonstrate what a good business conversation looks like, sounds like and feels like.
A good business conversation has two key elements to it. And they are sequenced in this order:
- The potential customer is guided to share THEIR beliefs about the job to be done. What problems need to be solved or objectives achieved? The difference in $ value between where they are today (X) and where they want to be (Y) needs to be defined.
This isn’t you or your salespeople telling them an ROI story (you can certainly share examples at the appropriate stage). It’s guiding the customer to think through (often for the first time) the total potential $ value of changing from what they’re doing today. This is the case for change. This is where MAGIC happens! Because your salespeople are the only ones who will be helping your customer walk through this process so clearly, guess who they will attach value to? This is a source for competitive differentiation for you.
- The potential customer shares their personal win. Now, this may not happen on the first conversation. It may not even happen on the second. And, there will be a moment in a conversation when your potential customer has shared their vision of before and after and strong rapport has been built, where it will be perfectly appropriate to ask them about their personal win. (Note: This should be done in private – on a one-on-one basis – not in a group call/meeting.) The personal win will be the real and often unexpressed reason why the customer wants to buy something new. There is a personal and emotional reason behind every logical, business purchase decision. Getting your potential customer to share their personal win is pure gold. It means that value and trust have been created.
Top performers use these two elements as LEAD indicators of deal health. Getting the case for change will be more than most of your competitor’s salespeople will be doing. That alone will improve win rates significantly. Your salespeople will be at a totally different level than anybody else in the market. That’s where dramatic improvements in win rates occur.
Getting your salespeople to change their behavior and skill needn’t be hard; you just need to model what you want from them and start expecting them to have business conversations before sales conversations. (There is still a place for that after the case for change).
It will just require a shift in your mindset, behavior and skills, and the rest will follow.
If you’d like some coaching and mentoring on this topic, then contact me.
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If you want to learn more, feel free to email me at email@example.com or call me on +1 647-402-2096.
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