The Fifth Sales Myth and Truth
The next Myth is that sales people must be “showing and telling” customers about their product or service. Canned scripted presentations abound. This activity usually leads to a price driven buying decision! Some consider presentation ability to be the key sales success factor. They think that sales people should present their product whenever customer shows even a glimmer of interest.
This show and tell mentality comes internal focused people. Its all about the product or service and therefore has nothing to do with the customer’s wants or needs. This method leads directly to the previous myth that you needed to be excellent at handling objections. Well, the only reason for handling objections is the lack of customer engagement and involvement. When the customer has no interest in a product or service, the old school sales person would attempt to trick or pressure a “yes” just to make one sale. The downside to this approach was no repeat business and a high return rate or order cancellation.
Today’s Truth is that sales people must focus first and foremost on the customer. They have to master questioning and listening skills to be successful. Customers demand that you totally understand their unique situation (even if its not really unique – they believe it is unique.). Customers want salespeople to know the customer’s industry and the company’s specific issues. This requires sales people to utilize value added selling of customer specific solutions. At the same time this yields the benefit of higher profitability than can be achieved using the bidding method or generic open bid packages.
Customers want to deal with people who care about the customer’s success. The customer needs to feel that the sales person will support the customer – even in difficult times like today’s economic environment. Take the time to build relationships within an organization. Go wide and deep to insure that everyone is supporting your product or service. These people will override the blockers within the organization that want your competitors to win. Take the external point of view – know your customer’s situation, support their growth and needs and help them win using ROI and creative results.