SKILL
Communicate Value to Win the Sale SELLING POWER EDITORS
Maybe this scenario sounds familiar: One of your sales reps has spent weeks pursuing and prepar- ing to meet with a prospect; but, when he or she finally gets a meeting, the result is a big zero. Later, the rep laments, “I told the prospect all about the socially-enabled customer retention leveraging system and how it can help his company synergize backward overflow, but he didn’t get it.” Chalk up another lost sale to customer ignorance, right?
Not so fast. If you lose a sale because you can’t effectively frame the value of your product or service, that’s your fault, not the customer’s.
How can sales managers help fix this? First, your sales team needs to consider that customers don’t care
8 | MAY 2018 SELLING POWER © 2018 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.
about the latest lingo or technical jar- gon. They simply want to know about value. Time and time again, sales reps who can articulate the value of their solution will get the sale. So how do sales managers get reps to move away from tech-speak and
toward a dialogue with customers? One consultative selling expert offers these suggestions.
TEAMING. Shift from a one-person show to a team-selling approach, bringing in different people with dif- ferent skills at different stages of the sales process. You might start with a generalist sales rep who can iden- tify clients’ needs and articulate your company’s value proposition in lay terms. As the sale moves forward, you may bring in sales support staff who can answer more technical questions and assist with proposal writing and a more detailed needs assessment. This approach requires a high degree of co- ordination between team members.
TRAINING. Train at all levels so everyone becomes a better communi- cator. According to the expert, “Many technical salespeople began their
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