Selling in the Age of the Customer
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Forrester Research has said that we are living in the age of the customer, which means the balance of power has shifted to buyers. Buyers can gather a lot of data before talking to a salesperson but salespeople can still capitalize on opportunities to demonstrate credibility and value early in the decision-making process. This presentation is from a webinar I delivered back in June. You can view the on-demand recorded session using this link: http://bit.ly/2ggxYCj
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Selling in the Age of the Customer
- 1. Selling in the Age of the Customer
- 3. "In the Age of the Seller, salespeople were the original Internet of prospects and customers." --Jim Blasingame
- 4. and the world changed
- 5. opportunity knocks cc: Shootingsnow - https://www.flickr.com/photos/30126014@N04
- 6. ways to engage • phone • email • social media • referrals • events • sharing content • speaking • handwritten notes
- 7. use social channels to increase visibility, add value and demonstrate business credibility to develop relationships with buyers early cc: Peter Ras - https://www.flickr.com/photos/48395185@N03
- 8. getting to yes for a sales conversation
- 9. prepare yourself • what do I know about the buyers business? • what problem do we solve? • why should the buyer care? • what happens if they do nothing? • what expertise do I need to show? • how do I gain their commitment to give me their valuable time? cc: Mark Sardella - https://www.flickr.com/photos/11125702@N00
- 10. watch for early stage buying signals
- 11. ditch the pitch cc: Thomás - https://www.flickr.com/photos/21862121@N04
- 12. skip the gimmicks cc: mdverde - https://www.flickr.com/photos/9490254@N06
- 13. “Seventy-nine percent of business buyers say it is absolutely critical or very important to interact with a salesperson who is a trusted advisor — not just a sales rep — who adds value to their business.” - Salesforce State of Sales cc: deb & devin etheredge - https://www.flickr.com/photos/28831353@N03
- 14. cultivate referrals • 72.6% of B2B buyers prefer to work with vendors recommended by someone they know. • 73.0% of B2B buyers prefer to works with sellers who have been referred by someone they know. • 63.9% of B2B buyers appreciate introductions to new people.
- 15. message matters if you want to stand out cc: JASElabs - https://www.flickr.com/photos/8776396@N02
- 16. "An average office worker gets 121 emails per day." -City A.M. "But 2/3 of all emails are completely ignored and never opened." -HubSpot cc: Thomas Hawk - https://www.flickr.com/photos/51035555243@N01
- 17. grab interest what is in it for the buyer? cc: Overdaforest - https://www.flickr.com/photos/85943352@N00
- 18. to succeed your email and phone messages should be tailored to each buyer cc: khora - https://www.flickr.com/photos/26774111@N00
- 19. value and relevance • a business or economic trend that could impact their business • competitive insight • an industry study that provides insights into specific market segments the buyer's company may be targeting • new leadership best practices • trends in performance effectiveness cc: jjjj56cp - https://www.flickr.com/photos/25171569@N02
- 20. NO! "Hi Barbara, Could I get a few minutes of your time to discuss about our lead generation service? We might be able to offer a different perspective on how our unique approach can get you in front of the prospective clients you are trying to reach. Are you the best person to speak with regarding this? If yes, do you have any availability today or Monday next week for a quick discovery call? Please let me know the best number to reach you." cc: nathangibbs - https://www.flickr.com/photos/57954193@N00
- 21. YES! I show Sales VP's how to TRIPLE their team's sales meeting acceptance rates in as little as 6-weeks through better messaging, the right people skills and process. cc: Artotem - https://www.flickr.com/photos/27698646@N04
- 22. adapt your sales approach to succeed with today’s buyer! cc: rennes_i - https://www.flickr.com/photos/49526657@N04
- 23. in closing cc: Toastwife - https://www.flickr.com/photos/68697343@N00
- 24. upcoming sessions • the biggest challenges sales managers face - steve rosen 6/19 • avoiding collateral damages to your business with system thinking - christian maurer 6/22 • objective based selling: sell more to more people - tibor shanto 6/22 cc: sridgway - https://www.flickr.com/photos/68132273@N00
Hinweis der Redaktion
- Thanks for joining me on the Sales Experts Channel to talk about selling in the age of the customer.
- There was a time when customers needed salespeople to provide them the data they needed about products and services to make decisions. We were, in fact, the original internet. When buyers knew they had a need, they checked available options, usually in their local geography and then invited salespeople to meet with them We were the primary educational vehicle in helping buyers make purchasing decisions.
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- This isn’t about trying to short-cut the buyer’s decision making process by using social channels to pitch. Sellers who do that sort of thing find themselves Missing out on sales opportunities. Buyers are looking for salespeople to add real value not just try to sell them something.
- This is certainly the main goal when pursuing targeted accounts and decision makers. Your goal is to create enough of a relationship and demonstrate enough credibility that decision makers want to talk to you. This is also the place where many sellers are making big mistakes. All interactions matter during the sales cycle but nothing is more important than the first impression you are creating with the first phone call you make or email that you send. It is all about the message. So before engaging…
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- This is one of the most under utilized selling strategies today. When you need to establish credibility and trust quickly, nothing can do that faster than having someone refer you to a prospect who is respected and trusted by the person making the introduction. Many people don’t follow a process for cultivating referral opportunities nor do they ask even their own customers for referrals either into other departments in the company or to other buyers they know in other companies. To get the best expert advice on this topic, you should follow Joanne Black who wrote the book No More Cold Calling, which outlines her referral selling process which gets you sales meetings with one call. Joanne’s second book – Pick Up the Damn Phone is also a must read. When I’m trying to engage with a targeted buyer… my go to approach is to find a way to get an introduction to that person. Often salespeople are defaulting to cold emails and cold phone calls as a first approach. Done right, with the right message… many people do get results with these approaches, so I’m not saying don’t do it. I have just found from experience that referrals help to open doors more quickly and aids in shrinking the sales cycle.
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