TAILORED TO YOUR BUYERS Most companies coach to a sales process. The idea is that sellers can follow a set of repeatable steps that will eventually motivate new prospects to buy from you. The problem is that the sales process is often entirely company-centric. It’s built for the company and its sellers to track the progress of a deal. But it doesn’t account for how buyers make purchase decisions. It’s tempting to believe that prospects and customers will all follow a set of repeatable steps that eventually lead them to choose you. But in reality, your buyers don’t care about your sales process – they’re busy asking weighty questions that are specific to their current situation. For example, new prospects might ask why they should change from their current solution and why they should choose you. These questions are very different for existing customers, who want to
know why they should stay with you and why they should buy more from you. Customer acquisition requires very different
selling skills than customer expansion because the motivations of your prospects are 180 degrees from your existing customers’. Virtual selling is hard enough. If you show up with the wrong message for the wrong buyer decision, you make it even harder. So, tailor your coaching to focus on what motivates buyers within those specific conversations. Your buyers want to know how you can
help them solve their challenges and stay competitive in the context of their situation. When you help your sellers understand your buyers’ contextual motivations and the underlying psychology at play, they can tailor their conversations to match your buyer’s situation, and everyone wins.
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