In the pre-Internet days people used to say, “Buyer Beware.” Companies were in control. They set the price. They educated the buyers. They negotiated from a position of power. That’s not the case anymore. The tables have turned. It’s “Seller Beware.”
Simon Sinek argues in Start With Why that “People don’t buy what you do, they buy why you do it.” I disagree. People buy the how, not the why.
Request for Proposal are onerous and time consuming, and the win rate is abysmal. If you’re going to respond to RFPs be sure you will win. Ask these 3 questions before responding to any RFP.
The greatest obstacle to sales is indifference. Your customers are on autopilot, and make decisions out of habit. Break their buying habits to consider new ideas and your services.
Demand generation is a process. It starts with understanding how your clients buy, and developing strategies to be their first choice when they have a need for your expertise.
Lead with a hypothesis. You don’t have time to ask a prospect how you can help them. They expect you to know the answer before you even start.
When your clients are looking for information about your products, give them everything! Internet research is a common step in any major purchase, and your clients research to help them get informed and mitigate their buying risks.
Nordstrom’s sales associates are amazing closers. What makes them so effective is you don’t even realize you’re being sold to. One of their secret weapons in the Closing Room.
Sales people claim to lose a deal for 3 reasons: price, features, reputation. But these are superficial reasons. To avoid objections stop selling, and start facilitating.
The number one obstacle in every sales cycle is inaction. Often it’s easier for customers to delay or cancel a project than commit to it.
Inaction is a common element in the buying process, and sales people must be aware of it and manage it. Otherwise, sales will be needlessly lost.
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