In my last blog, I highlighted a problem - informing isn't enough. But I didn't talk about the solution, or provide any direction on how sales people can add value and help create sales.
It wasn't intentional. You see, I knew the answers because I read Ken Wax's book.You didn't - because it hasn't been published yet.
So let me share some of Ken's thinking and suggestions for ways that sales and marketing people can thrive in this new environment.
People buy from people who know more than they do.
It's why we go to a car mechanic, a lawyer or a physician. They know more about their specific areas of expertise than we do, so we pay the price. The same is true of sales people. If a salesperson knows more than just the basic knowledge of his or her product and company, they have a much greater chance of making a sale.
As Ken Wax writes, "A successful salesperson must put in the effort to develop the knowledge, perspective and vision that is befitting a successful consultant in your field. So valuable are they that their contacts benefit as if they’d paid an expert to advise them. These salespeople don’t see their job as expertly pitching smart solutions; rather it is to make their clients succeed and become a hero in their organization."
How can you accomplish that?
Knowledge:
• Read business books, the ones your customer might read.
• Learn from the magazines and websites devoted to the customer’s industry.
• Know that prospect company’s latest news -- very helpful for spotting executive changes and spotting opportunities.
• Stay current; know how to talk about emerging trends in business and your specific industry.
Perspective:
• Learn to see your company and products from afar, as prospects and their management levels will.
• Be able to explain your industry and how decisions are made in clearly non-biased ways.
• Develop the skill of conveying the experiences of other customers so prospects will envision those good things happening to them within their organization.
Vision:
• In our hectic incredibly fast paced business world, people are looking for paths to take. People inside of a company have no easy source of visionary ideas or options. You can fill that void – by seeing the sale from their view and bringing them relevant insights from others in ways they can use internally.
I'm not a sales guru - so this is my last posting on sales. If you want to improve your sales or selling skills, just visit www.kenwax.com for additional ideas and articles.
