CustomerCentric Selling® Sales Process Approach
- Make Presentations
A traditional approach to selling is when the sales person goes to meet with the prospect with a pre-canned presentation focused on what they want to tell the prospect, instead of what they need and want to learn about the prospect.
- Offer Opinions
Think about it, most sales people like to be perceived as experts, and in order to be perceived as an expert, they want to show their expertise which often causes them to offer up their opinions. If you think about it when a seller and a buyer interact with each other how much value does the opinion of the sales person have in the mind of that buyer? None.
- Relationship Focus
Traditionally sales people have been conditioned to believe that if the buyer likes them they’ll buy from them. While the relationship is certainly an aspect of the buyer seller relationship it cant be the only thing. If the sales person never understands the buyer’s actual business needs then you can have the greatest relationship in the world and it’s not going to get you where you want to go.
- Gravitate toward users
Gravitate toward users
Many sales people end up calling very low in the organization. They gravitate towards the users of their product, and end up making presentations to those users versus having conversations with business people who actually make the decision to buy.
- Rely on product
Rely on product
Traditionally sales people rely on the product to do their selling for them. Unfortunately, in many cases, it’s their company that causes this to happen. They bring the sales people in, they train them on all the features of the product and then the sales person goes out talking features to their customers. As Thomas Lovett from Harvard business said “No one buys the quarter inch drill, they buy the quarter inch hole.”
- Need to be managed
Need to be managed
Because traditionally sales people make presentations to buyers who can’t actually buy anything, their pipeline is filled with unqualified opportunities. What this creates in the organization is a need for the first line sales manager to aggressively manage all the activities of that sales person.
- Attempt To Sell By: Convincing, Persuading, Handling Objections, Overcoming Resistance
Attempt To Sell By: Convincing, Persuading, Handling Objections, Overcoming Resistance
Traditionally sales people are viewed as being able to convince, persuade, handle objection, overcome resistance, etc. This is a very traditional view of what sales is and it’s a very manipulative way to sell. Buyers don’t like to be manipulated. Buyers like to buy things, the just don’t like to feel they are being sold to as part of the process.
- Converse SituationallyConverse Situationally
A CustomerCentric approach to selling is a conversation not a presentation. Research has shown that the best sales calls are conversations and conversations allow the sales person to understand the buyer.
- Ask Relevant Questions
Ask Relevant Questions
In order to have a conversation a sales person has to ask the buyer relevant questions. A wise person once said, “One of the greatest compliments you can pay a person is to ask them an intelligent question they’re capable of answering.” In CustomerCentric Selling® we teach sales people to ask intelligent questions.
- Solutions Focused
The best way to have a truly great relationship with your buyer is to help the buyer visualize a solution to a problem with your help. Sales people who help buyers solve problems gain the best relationships long term.
- Target business people
Target business people
In order to target business people, sales people would need to be taught how to have a conversation with them. Most organizations disable the buying and selling process by teaching sales people all about their product and how users use the product. In CustomerCentric Selling® we teach sales people how to have conversation with business buyers.
- Relate product usage
Relate product usage
CustomerCentric sales people are able to relate product usage. But in order to do that they have to understand how their products would be used by specific buyers in specific situations. Unfortunately, most companies are teaching sales people all about the product, but they’re not teaching the sales people how customers use the products.
- Manage their managers
Manage their managers
CustomerCentric sales people are in control of their own pipelines, and their managers don’t have to worry about those pipelines being qualified. Thus when they need company resources they go to their managers and get their managers to help them bring company resources to bear.
- Empower Buyer To: Achieve Goals, Solve Problems, Satisfy Needs
Empower Buyer To: Achieve Goals, Solve Problems, Satisfy Needs
The very best sales people rarely have to close. The reason they rarely have to close is buyers volunteer to buy, and the best sales people are able to empower their buyers by giving them a vision to achieve goals, solve problems, and satisfy needs if they had the sellers offering. This is the CustomerCentric approach.
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