Scale and Support a "Go-to-Customer" Selling Strategy
A market never bought anything from anyone. It's your individual
customers (including potential ones) that sign contracts, and it's their needs
that should be shaping the way you message value. But how do you keep your
entire selling system that includes message creators (marketing, product
development) and messengers (sales teams of all varieties) aligned with
individual customer needs?
Know your Customer
Value is defined by the buyer, a value proposition by the seller.
Your selling system needs to be flexible enough to accommodate the perspectives
of your individual customers. Different types of buyers will want different things
from your sales teams and different messages will resonate with each buyer.
Your selling system should always include a qualification process that matches
the type of message you are going to deliver (and the way you will deliver it)
to the specific audience you will face.
Assess your customer's business needs and focus your efforts on
defining a value proposition that is relevant to those needs and nothing more.
Avoid the spaghetti/wall trap as this only confuses your buyer and dilutes your
value proposition.
Money Talks
Technology is marvelous, but IT decision makers are ultimately
judged on how the capabilities they deliver impact the bottom line. The single
biggest hurdle for today's CIO is proving the value of IT to the business. So,
if you want the CIO's attention, make it easy for her: quantify your value
proposition by delivering a financial business case that explicitly describes
how the investment you are asking your customer to make will pay dividends in
the future.
Unless you are a commodity supplier, don't focus solely on
infrastructure savings. Technology is about innovation, so try to describe the
financial benefits of innovations a particular technology solution enables
within your customer's business. This will likely include operational savings
as well as increased revenues or margins.
Standardize and Scale
You don't need an army of consultants to carry out these
strategies. Most likely, your top sales teams already do these things today - albeit
in an ad hoc and decentralized way. If you want to enable the rest of your
sales force to do the same, you need to create processes that empower them to
do so.
Start with standardizing processes that qualify your customer
buyer type and their organization's readiness to deploy your technology
solution. How can they get short-term value from your solution while waiting for
longer term, more strategic benefits to accrue?
Create a standardized process for quantifying your value
proposition. Want to model metrics like TCO, ROI, etc? Great, just make sure
that you do it consistently and according to financial best practices. And --
most importantly -- invest in your sales people by training them how to speak
about these metrics - your credibility depends on it. Use standardized tools
and training and institutionalize the practice of creating a business case as
part of your selling motion.
Finally, make sure to also create an objective feedback loop. How
will you know if the tools and training are effective and where you need to
make adjustments? Look at this type of sales enablement strategy as an ongoing
process. You will need to fine tune it as your peoples’ skills, your offerings
and your customers’ needs evolve over time.
How to Close and Sales Training are some of the most important items on your priority list if you wish to be successful in Selling!
ReplyDeleteThe foundation in selling are very simple to follow and most will probably say, “Oh, I already know that” but selling has to have a solid foundation for long term success!
Selling takes a lot of enthusiasm, passion, drive and discipline if you want to pursue a career in it. You can be the best salesperson in the world but with no enthusiasm, passion, drive and discipline, you will only go so far!
This is why we developed HowToClose.com, we all need a place to get tips, to write questions and to help us to get closer to our next deal! We can help you nourish your selling skills by sharing experiences from others in different industries. We have different types of training techniques that you can use to help you with great tips on closing business that should help you become a better professional salesperson.
Our sales training techniques have proper guidance to teach you how to sell and how to close business.
Sales Training
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