16 technology


Why we need to be collaborators, not sales people


The way we all work is changing – and nowhere is that shift more rapid or apparent than when it comes to how we develop new business. Drawing on research by technology experts Gartner, Tim Walker, managing director of Taylor Made Computer Solutions, discusses how traditional buying cycles and sales models are fading in favour of a far more customer-led, collaborative approach


Who’s in the driving seat?


Whether we like it or not, each of us is in sales to some extent – whether we work exclusively within our organisation, or are exclusively externally focused on customers/business development. Everything between these two ends of the spectrum draws on selling to a degree.


Sales used to be a well-worn, one- way path – identify a target, make an approach, and convince them to buy.


Now, businesses are often no longer structured in a traditional way. While many have centralised decision- making, more and more are leaving the purchasing power with specific teams.


You may be wasting time trying to get the attention of the CEO when another department is in the driving seat for your area of expertise.


It is more important than ever to qualify leads to make sure you are speaking to the right people.


How have sales changed?


We have tended to think about sales as a pipeline – but now it is far less easy to define. The buying cycle is driven by the customer rather than being supplier- controlled and there will now be far less predictable and much more dynamic interactions between you and your potential clients.


Selling is now a collaborative arrangement – that is reflected in the language we use in business when we talk about partnerships and relationships rather than projects and deals. As with any relationship, you need to put the work in to make sure you stay together – and be prepared to change to keep your partner on side.


What kind of person makes a sale?


Being in sales is now about far more than just ‘selling’. Sales skills, experience


www.businessmag.co.uk


and hunger are still important, of course, but so is networking – both in person and online through platforms such as LinkedIn and Twitter. This is now an increasingly vital skill.


Equally importantly, sales people now need business acumen – an understanding of marketing, finance, products and sales. These skills are crucial if you are to have effective conversations with potential new customers.


Being able to demonstrate that your organisation is flexible and able to apply the right solution to the task in hand in the most cost-efficient way can make all the difference in securing new business.


Is it about you or them?


Trying to persuade a target that your product fits them is an outdated approach – now more than ever it’s about finding out what their problems are, where are their pain points and what their needs are, and adapting to fit them. You must put your potential new partner at the heart of the conversation rather than just focusing on how brilliant you are.


For example, at Taylor Made we may be keen to sing the praises of our reliable IT solutions, but for a professional services business for example, this will translate to solving issues with downtime, offering reliable applications, and therefore safeguarding income generation. Take the time to find what is important to your customer and you’ll be able to sing your own praises to them in a way that they understand.


Remember the golden rule – it’s not about you, it’s about them.


Can they trust you?


Today’s buyers will listen to what you tell them – but they are far more independent and less trusting than in the past.


THE BUSINESS MAGAZINE – SOLENT & SOUTH CENTRAL – OCTOBER 2015


They can easily talk to your customers and check you out on online forums, on social media and on professional social networks.


Make sure they are seeing and hearing the right things about you – firstly by delivering what you promise to existing customers and then by working case studies, testimonials and networking to your advantage.


Are they with you for the whole journey?


Marketing, networking and finding leads is a much more subtle process than it once was. It used to be about the chase. Now it’s more about lighting up the pathway and letting them find you.


Once they are at your door, it’s up to you to take them with you. Pushing them down the road is far less effective than walking along it with them. Explain how you improve outcomes for your customers and use relevant case studies to show them your experience in their particular field.


Remember it’s a personal relationship also – make it easy for them to stay in touch in their preferred way, whether that’s by email, phone or face to face; collaboration is key.


Details:


01329-239900 www.tmcs.co.uk


Follow TaylorMade on twitter: @TaylorMadeCS


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