Why this is the wrong way to pitch for business‏

When you sell, it's really easy to talk about you, your company and how good your products and services are. Yet to do so would be a mistake. This approach will rarely work.

 

Yes, there will be a stage during the sales process when you’ll need to talk about how you can help your potential customer – but that’s different to the initial scenario I described. One version is all about you, you, you – the other is about how the potential customer would gain from a relationship with you. There's a massive difference.

  

Many sales people never find out what the prospect or customer actually needs. Strange...but true.  

Growing strong and positive relationship where you focus on your client's needs, problems, challenges and desires is vital and will ultimately lead to the successful matching of your products or services with their needs. 

Every one of your potential customers are different, all are unique. That's down to the individual influences of all the events, successes, disappointments, peer groups, working relationships, family relationships they’ve encountered throughout their life. Respect and acknowledge this - then let it work for you. 

So forget you - and forget your standard sales presentation! From now on, in every sales situation you encounter, acknowledge that everyone is different and therefore needs a different approach. 

Take a typical B2B sales pitch

The prospect expects a pitch. The sales person expects to do a pitch - and off they go. The standard pitch gets rolled out and the prospects are left to pick out the relevant bits from this ‘throw everything in’ presentation. The sales person speaks nonstop for the whole pitch with maybe a few questions at the end and a general discussion if it's going well.

 

The problems with this approach are that...

 

a) The real challenges and ‘pains’ of the customer are never established.

 

b) There's no genuine connection or rapport.  

 

c) There's often no real feedback of whether the sales person is close to a sale or not. 

d) Everything has been delivered according to the sales person's map of the world and the map of the receiver is never elicited or acknowledged.

 

An alternative approach?

Walk in - and say something like "rather than talk non-stop about us and what we do - I'm very interested in you, your company and your current and future challenges. Then I'll be in a much better position to suggest how we might help you conquer your challenges and drive you towards your business objectives. Would that be helpful?"  

Assuming a yes - "thank you - so, in the area of xxxx, what would you say your current issues are?"  

 

A two way exchange ensues.

 

The advantages being...

 

1) They're talking and you're listening, that's the way it should be.

 

2) You're finding out gems of information about their needs which you can incorporate when you talk.

 

3) You're finding out about how they're 'programmed' - for example whether they are 'pain or gain' motivated, their representational systems, or if they're internally or externally focussed. And you can tailor your language accordingly to maximise rapport.

 

4) Of course, you're learning exactly how you can specifically help them - and are now able to give examples of how you've helped similar companies with similar problems before.

 

This approach is bound to be more successful, resulting in your company’s and your personal sales success. You've connected, built genuine rapport, and identified what they really need - and can then present your offering to them knowing it's 100% certain to hit the target.

It’s all about the psychology of selling...

Until next time.

Leigh

results@sales-consultancy.com

020 7903 5426   

www.sales-consultancy.com 

For previous 'Tricks of the Trade' go here

Why you should know the pain levels of your customers‏

Do you know why some people buy with a real sense of urgency? You know the ones – they want it; they want it now. Quick sale – no problem.

Then there are others – you know they need your stuff, they could be benefitting from it right now if only they’d get a move on. Yet they drag their feet; they stall; they say they’re interested but don't commit. Of course some of these do buy eventually, but it all takes sooooo long. 

How do you explain away these slow coach buyers? Internal procedure at their end? Too many stakeholders? Budget constraints? Price too high? Timing not right?

The real reason they don't buy 

For me, the real reason they don’t buy from you quickly no matter how brilliant your offering is, is because they are just not hurting enough.
They are not in enough ‘pain’, distress, call it what you will. People in pain buy quicker and are less price sensitive. They have a problem, it’s become urgent and they want it solved. These people are heaven sent! 

Why you have to make the sale 

The challenge for you is that, when you meet a potential customer who is in pain or distress, you have to make the sale – because if you don’t your competitor will.

 

If your potential customer doesn’t buy from you, they’re still extremely likely to buy - from someone else. And if you lose that sale to the competition, you will probably lose all the follow up sales too – very costly. Oh and whilst we’re at it, the person who bought from the competition instead of you is now recommending your competition to their friends and network too - more sales gone begging. Concentrates the mind doesn’t it?

So how do you find out how much distress a potential customer is really in?
In a B2B environment there are three levels of pain you need to remind your customers that they have! In B2C scenarios there are two levels (miss out the middle of the three levels of pain covered below – and reword some of the example questions)

1st Level of pain – Technical pain.
What trouble are they experiencing? You'll need to elicit statements which acknowledge the distress they are in. By the way it has to be an area of distress that you have a solution for – and good open questions will ascertain this.

Questions to elicit technical pain statements...
1) What’s the biggest challenge you’re facing right now in the area of ....?
2) Tell me about the problems you’re experiencing with....
Use follow up open questions as required.

2nd Level of pain – Business impact of the pain.
Get them to relay the impact that this distress is having on the organisation, especially from a business/financial standpoint. Getting them to quantify the issue is crucial. What’s the financial cost of the problem? What else is it costing them?

Question to elicit business impact statements...
What would you say the overall impact has been on your business?

3rd Level of pain – Personal impact of the pain.

This is usually ignored by the sales person and yet is crucial. Home in on what the overall personal and emotional impact is of the above. Lost sleep? Holiday interruptions? Working so late they are not getting to see their kiddies before bedtime? Who knows? But remember, if you can get your potential customer to associate into the personal impact of not buying from you, you’re much more likely to make that sale.

Questions to elicit personal impact statements...
1) How important is this to you personally?
2) What makes this so important?

A painful lesson 

Whether you sell B2B or B2C why not run some of your recent scenarios through this model?

Running through this process with your distressed potential customers will help them associate into the true costs of not taking action i.e. buying from you – and make for an even quicker sale than would have been the case. And it will make sure YOU get the sale and not your competitor.

It’s all about sales psychology.

 

Until next time.

 

Leigh

results@sales-consultancy.com

020 7903 5426

www.sales-consultancy.com

For previous 'Tricks of the Trade' go here

9.5 ways to....‏

This week’s “Tricks of the Trade” is all about freshening things up a little - changing your thinking around sales and business.

After all, are you doing the same things over and over again yet expecting different results? How about changing things around a little?

 

Here’s a mixed bag of ideas to consider...

1) Firstly, what if you changed nothing at all?

Are you reluctant to embrace change? Try this. Have a few minutes to yourself in a quiet room where you won't be disturbed. Get relaxed - and think to yourself "What will happen to me, my business, my role, on the 16th October 2018, five years time, if I changed nothing". Warning - This is a very powerful exercise. And very liberating too!

 

2) Change your source of inspiration

Who do you get your sales advice from? For a change try thinking about an issue and imagine what advice you'd get from...a trusted mentor, living or dead; or yourself in 20 years time; how about the advice you'd get from an alien? or your favourite pet! Seriously, try it. Have some fun!

 

3) Instead of asking for feedback...

Consider feedforward? Instead of asking people to comment on something you’ve done – ask them for ideas about how you could make things better in future. Pay attention to what you can change in the future, not agonise over what you did in the past. So, who can you ask for some feedforward?

4) Rethink your beliefs
Replace those beliefs you’re holding on to that are doing you no good. For example if you believe - either up front or deep down - that “the customer doesn't really want to be bothered right now with information about my little product" well guess what, your communication, either verbal or written, will definitely indicate this lack of confidence to your customers and prospects - and they won't buy. You must have the right set of beliefs about you and your services if you're to achieve sales success. These negative beliefs can be changed – get help if you need to.

 

5) Forget you - think them
Maybe this is the week to see the other person’s point of view. Whether it's an adversary, a difficult negotiation, someone asking for advice, put yourself in their shoes. Lead the exchange by understanding where they're coming from - and it will lead to a far more constructive outcome.

6) Do you need to change the people you mix with?

Find positive people to be around and feed off their vibe. Additionally find someone who is great at what you want to excel at, take them for lunch - and pick their brains. Oh...and be sure to minimise the time you spend with those who drain you.

7) Install some FUN

Organise some fun. Book to see a stand up comedian, watch a funny film or play - great for changing your state, lifting your spirits and motivation levels.

8) Disrupt your meetings

Maybe not literally. Too many meetings? Bogged down in meetings? Too long? Boring? Try having meetings where everyone stands up!! You'll find it changes the dynamics of the meeting, puts everyone on an equal footing - and produces amazing results.

9) Work less hours

Change your working hours. If you’re working excessively long hours, ask yourself why. Where does the pressure come from? Is it self-imposed? Is it the company ethos? A demanding boss? Or is the company short staffed? If you want to change - you can. Make those changes slowly rather than dramatically. If you are reluctant to create a healthier work life balance, it's useful to consider the real reason why (and that’s when it gets really interesting!)

9.5) Remember...

“Human beings... by changing the inner attitudes of their minds can change the outer aspects of their lives.” – William James Mayo

What action will you take?

Until next time.

 

Leigh

results@sales-consultancy.com

020 7903 5426  

www.sales-consultancy.com

For previous 'Tricks of the Trade' go here

The Best way you could spend this coming Friday afternoon‏

Wow – Here we go! Quarter four is upon us. Where did that come from? It doesn’t seem long since we were clearing snow from our pathways and cars. Yet here we are, gearing up to embrace Autumn, then winter and...you know the cycle!

So as we enter Quarter 4 of 2013, the final lap going into Christmas, it’s a good time to check in. How are things with you? How are you performing? How is your company doing? What can you do in the final quarter of 2013 so you can say you gave it your all? How are you doing against those 2013 goals you set way back in December last year?

Time for action

 

Time to get busy. Not to work super hard. Time to be super smart.

Give yourself two hours. Get away from your normal place of work. Go somewhere where you won’t be interrupted. Turn the phone off. Yes, fully off, no vibrations. Off. Have a couple of pens with you – and lots of paper. No tablets to write on. No typing this time.

It doesn’t matter what your role is in the company – leading a team or one of the team – you’ll get so much from what’s coming up.

Get yourself mentally in the zone. Shut out anything else that may be happening...make a pledge to yourself that you’ll be 100% honest for as long as this exercise takes.

And consider, in detail, the following questions...

Is your performance all it can be?
How are you with your own performance?
When was the last time you received honest feedback on your performance?
When did you last give yourself a self appraisal session?
What do you feel pleased with in your personal progress?
What worries you?
What can you do about it?

Are you setting the right standards?
Are you setting the right standards for your organisation and those around you?
Are you proud of those standards?
Where might things be clarified or improved?
Does everyone around you understand what those standards are - and work by them?

Acid Test
What issues really need to be addressed?
What's getting in the way?
What's the single biggest obstacle that's holding things back?
Where can calm and thoughtfulness help to make things better?
Do you have the courage of your convictions?

Blame Audit
Has laying blame crept into your organisation?
What or who is suffering because of this?
Are you tending to lay blame?
Are you taking responsibility?
How can you turn things around?

You
How can things be better for you at work?
How can things be better at home?
What's really going on right now?
When did you last review your personal mission and vision?
Have you got a personal mission and vision?
How does this fit with your business or career mission?

Doing this exercise is one of the biggest contributions you will make to your business, career and personal sales success.

Clients have tried this when they least thought they could spare the time. Afterwards they felt so much more energised and ready to focus on making the RIGHT things happen.

Friday afternoon is the best time. This coming Friday would be perfect - so you can return to work on Monday feeling fresh and absolutely clear on what's to be done.

Let me know how you get on.

Until next time.

 

Leigh

results@sales-consultancy.com

020 7903 5426  

www.sales-consultancy.com

Forprevious 'Tricks of the Trade' go here

Why you must know your customer's "Action Filter"‏

Are you the type that never seems to stop...or do you respond to things as they happen? Are you always thinking of starting the next activity before you finish the one you’re doing? What about your team? 

 

Proactive?

If your activity isn’t prompted by anything particular other than your desire to get it done you will have a Proactive preference.

If you’re Proactive you’ll initiate things and are always keen to start something new. You don’t wait for others to initiate stuff. You will use direct and positive language like “I shall begin by outlining the agenda for the meeting”.

 

Clearly, the best sales people are likely to be proactive...just because these guys just get things done. 

 

Reactive?

If you might be equally as busy - but responding to things around you like answering emails, returning phone calls, completing reports that your boss wants or the like then you have a Reactive preference.

 

If you have a Reactive preference and you’re left to your own devices, you will probably take a long time deciding what to do...and may never actually take action at all! Your language will be more tentative and you’ll seek to qualify what you say "If it's OK with everyone, I think I might begin the meeting by ....".

 

That's the Action Filter

Whether Proactive or Reactive we’re talking here about the “Action Filter”, one of many Meta Programmes that ‘wire your brain’ and dictate your approach to life - and sales. Where you are on the Proactive/Reactive scale will differ depending on what you are doing i.e. shopping, socialising, housework etc – or selling.

 

How well do you know your customers?

What about your customers? Each and every one has an Action Filter. And there’s the rub. What if you are highly Proactive (common in sales people) and your potential customer is highly Reactive. Or vice versa? Frankly it’s already happened, probably many times – it’s just that now you can perhaps explain a few lost sales better than you could before! Because if you’re at the opposite extreme to your customer, it could make for a difficult exchange!

 

And your colleagues?

Opposing extremes of the Action Filter can also cause conflict with colleagues. Often I’ll go into an organisation with Proactive, go getting people who are constrained by an underlying Reactive culture. The people want to get things done but are prevented by rules, red tape, financial constraints and procedures. This is such a source of dissatisfaction...the people are employed because they have a proactive nature but then find that the company culture, regardless of what’s said, turns out to be reactive.

 

Adjusting the way you sell

You need to tune in to your customer's way of being. Identify their Action Filter traits - and adjust your message accordingly. Basically, watch and listen. You’ll soon be presented with clues and be able to make a judgement. Common sense really.

The Proactive customer will buy because they like what they see and want it. Just show them something they like and they'll go for it. Put your effort into bringing your service or product to their attention, give them the benefits and observe them get into buying mode!

The Reactive buyer is likely to have already identified a need, thought it through, and maybe still be undecided. They will prefer to carefully weigh up all the possibilities, ask others for their opinion and only decide when pushed by deadlines. The best approach is to give them time to consider - and a deadline for a decision.

 

Decided yet?

So are you proactive or reactive? And your colleagues? And your customers? How about your team? How can you apply this to reach sales success?

 

Yes, you guessed it - it’s all about the psychology of selling.

Until next time.

 

Leigh

results@sales-consultancy.com

 

020 7903 5426

www.sales-consultancy.com

 Forprevious 'Tricks of the Trade' go here