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Sales Tips: Are You Delivering Noise or Your Message?

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

A great deal of thought and effort goes into helping sellers understand what to say in different situations with prospects and buyers. That said, I thought it would be helpful to offer advice about words and phrases you may want to avoid using in selling situations.

Silence Over NoiseKick the Crutch
Most of us have what I call “crutch words” used to give us time to think about how to respond to buyers. One particularly distracting phrase is “you know” (usually pronounced as yunno). Other variations on a theme would be “ums, ahs,” etc.Silence is a far better alternative to allow sellers time to decide how to respond.

Words can undermine a seller’s power.

Most buyers want to work with sellers that can command company resources if they are needed to address issues. Sellers using words such as: might, perhaps, possibly, probably and maybe sound indecisive.

There are words that merely serve as fillers or noise that dilute your message:

  • Obviously – If something is obvious it isn’t necessary to point it out. If a seller states something is obvious and a buyer that doesn’t know what was stated can be offended.
  • Words such as basically, candidly, clearly add volume but no content to conversations.
  • I hope it isn’t necessary to explain why trust me, honestly, and the absolutely dreadful let me be honest with you (the inference being a seller has been lying his or her socks off).
  • Ambiguous words – integrated, cutting edge, seamless, efficient, synergistic, robust, elegant, automatically, state of the art and dynamic. They add little or nothing to conversations.

“Solution”
I’d also like to suggest that sellers realize that the only person that can deem an offering a “solution” is the buyer. Beyond that, buyers must own achieving the desired business outcome. Phrases like “I/we/our system will increase your top line” disempower buyers. The fact is sellers offer capabilities to enable buyers to achieve the desired business outcomes and they should take ownership.

Buyers have and will continue to buy from sellers that use these words and phrases. That said, sellers can offer meaningful content or noise. Sellers that reduce noise can deliver more compelling messages.

Don't just win more.Win BIGGER.

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.

Don't just win more.Win BIGGER.

Sales Tips: 3 Keys to Diagnosing a Buyer’s Current Situation

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

Sales Tips for Diagnosing Buyer's Current SituationIt seems everyone is in a hurry these days unless they’re retired. When people ask for one word that describes how superior vs. mediocre people sell I give a one-word answer: Patience.By that I mean they know you must first understand a buyer’s needs before having any product discussions.

Key #1: One of the ways to slow sellers down is to have them realize there is no selling to be done until a buyer shares a business goal (or a problem) they’re willing to spend money to achieve. If sellers entered every call with a menu of potential goals for each title, I believe there would be a significant improvement in the outcomes.

Key #2: A very unfortunate thing can occur after executives share goals. Some salespeople believe it gives them permission to launch into product pitches because buyers have expressed interest. Once again,patience is required.

A Players realize buyers they call on don’t fully understand why they can’t achieve their desired outcomes.

Discussing Current Situation with BuyersIf buyers knew, they’d fix things rather than take time to talk with salespeople!

A top-performing seller will ask a series of diagnostic questions to help buyers realize what may be “broken” in their current approach (without a seller’s offering). I refer to selling as a “hurt and rescue” exercise. When a buyer and seller are in agreement as to what areas are preventing desired outcomes to be achieved, wonderful things happen. It means the seller has established credibility and competence and that the buyer is more ready for the “rescue.”

Key #3: At this point, based upon how buyers answered diagnostic questions sellers should only discuss capabilities relevant to achieving the desired goal. This ultimately allows sellers to empower buyers rather than sell them. The question becomes: If you had the capabilities we discussed, could you (achieve your goal?)

The seller that does the best diagnosis is most likely to win the business.

Remember: People buy from sellers that are sincere, competent and empower them.

INFOGRAPHIC: 3 keys to diagnose buyer's current situation

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Sales Tips: 6 Strategies to Get Buyers to Talk to You

By Connie Schlosberg, Primary Intelligence

Are you having a hard time getting buyers to talk to you?

How many times have you tried to find out how your most recent sales opportunity went and got no response? Or attempted to talk to a customer to see how it is going only to hear crickets? Frustrating, isn’t it?

After completing well over 20,000 interviews with busy buyers, we’ve learned a thing or two on how to get them to talk to us. We also know:

Getting feedback from buyers is the best way to improve your win rates.

And talking to your current customers to see what benefits they’re receiving from your solution is a highly effective plan to retain them. By going straight to the source, you discover what is and isn’t working for you and most importantly, why.

Here’s an infographic sharing our top 6 strategies to get the conversation started.

Top-6-Strategies-to-Get-Buyers-to-Talk-to-You

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