From the CCS® Sales Blog

qualification

Viewing posts tagged qualification

Sales Tips: Where You Start Impacts the Outcome

By John Holland, Chief Content Officer, CustomerCentric Selling®

The quality of a salesperson’s life in pursing opportunities is highly dependent on their starting point in the organization.

Starting Point in Opportunities

I hope you would agree that starting at Key Player or decision maker levels is likely to result in:

  • higher win rates
  • larger transactions
  • shorter sales cycles

Starting at low levels and trying to climb the corporate ladder can be hard rock mining. Each new person may have the ability to stop the product evaluation. My general rule is:

  • When calling at high levels, sellers should try to avoid asking questions the buyer may not be able to answer as you run the risk of being delegated downward.
  • When calling at lower levels, asking business-oriented questions that the prospect can’t or doesn’t want to share is a reasonable tact to take.

Sellers and buyers should want to avoid wasting time. If a seller’s contact can’t identify areas of value the seller can ask if he/she could introduce them to a person that can. I think it’s important that buyer and seller consider early on if the benefits would provide adequate justification to warrant a purchase.

If and when a prospect will share desired business outcomes they may be willing to serve as a champion in granting access to other stakeholders that have additional areas of potential benefit.

Sales Tips: How to Create Demand for Your Offerings at Executive Levels

By John Holland, Chief Content Officer, CustomerCentric Selling® – The Sales Training Company

I was involved in a lengthy meeting this week that was primarily about creating demand in light of the fact that visitors to my client’s website are lower level staff whose primary interest is learning about products/offerings.

Presenting Value and Payback with Executive Level BuyersThe fact is these people can’t buy and they have little or no idea of what potential payback or value offerings they’re interested in can provide.

That caused me to realize that for the vast majority of Key Players there is no demand for offerings. Marketing and Sales organizations have to back into creating demand for people that rightfully have little or no interest in their offerings.

The stark reality is that Key Players have latent needs for business outcomes they can’t achieve (goals) or for business problems (pains) they don’t know how to address.

The key to creating high level demand is to identify desired business outcomes that can be achieved through the use of offerings.

Getting away from an overarching focus on offerings is difficult to do, but companies that can target specific titles with high probability business problems or goals will enjoy several advantages:

  • They can start buying cycles with Key Players that can fund unbudgeted initiatives.
  • They can give sellers an excellent chance to start opportunities as Column A (preferred vendor).
  • They are likely to close larger transactions because these buyers aren’t budget-constrained.
  • They should have shorter sales cycles.
  • They should have higher win rates.

KEY: Products can create demand for lower levels. Potential value creates executive level interest.

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