right now, they are tracking only 8 percent annual revenue growth. If you can discover that the problems and pain you address will directly impact their ability to meet that objective and goal, your ability to sell your solution has increased dramatically. Clearly connect your solution not only to solving a prospect’s problems, but to solving the problems that mat- ter. High-performing sales executives are able to position and connect their solution to the business issue – not just the tactical problems. One key to selling the value of your solution is to measure the positive impact of your solution on the business. Business value will always relate to the business issue – whether that issue is managing growth, control- ling costs, or improving efficiencies. If your goods or services can save someone time and money, you want to make that connection and quantify the amount. Successful sales profes- sionals have the ability to uncover the value associated with helping a busi- ness run better.
These top performers recognize
the problems their prospects need to address and why those problems
are worth solving. They understand how their products directly (or indirectly) tie into overall business objectives and goals set for a com- pany. And, of course, they are aware of business initiatives within their own organizations that could impact order fulfillments or contracted deliverables. Be sure the prospect is willing to make a change. At the heart of this level of problem solving are sales- rep-initiated conversations that focus less on a product’s features or provider’s capabilities and more on what is happening within a business. It’s important that the potential client also acknowledge there’s an issue; otherwise, efforts will stall. If pros- pects don’t really see the need to change, they also won’t see a need to buy from you.
Build a business case that includes your solution’s financial impact. One more thing the best sales profes- sionals do is help executives build a business case that quantifies their solutions’ business impact in a way that holds up when an executive must fight for the capital to fund the purchase. In essence, they take the
‘‘
For hard resets, conventions and conferences can be inspiring. – KELLY SUE DECONNICK
time to truly understand that custom- er and engage, not pitch. All of this takes time – time to do
the required homework, adequately prepare for a call or meeting, and really listen to executives to uncover what is preventing them from achiev- ing their business objectives. Even after all that effort, it may turn out your solution isn’t what a company needs at the moment. But, if you can’t reach that con- clusion and move on – or you can’t convince someone you are the right vendor based on value – well, then, we may have a problem.
Julie Thomas is the president and CEO of ValueSelling Associates. She is a sought- after speaker, and author of ValueSelling: Driving Up Sales One Conversation at a Time.
500
The L argest Sales Forces in Americ a
Connect with the
Largest Sales Forces in America
for only $399
Purchase the Selling Power 500 list today. Includes the complete directory listing with company
addresses, all CEO names – plus the names of the top sales leaders – phone num- bers, and Websites.
Order today Call 540/752-7000 or
order online at
sellingpower.com/SP500. SELLING POWER JANUARY 2019 | 15 © 2019 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45
