Many sales leaders are challenged with a sales force that consistently calls too low in the customer organization. As a result, their reps fail to gain access to the customer executives who make the buying decision. Their deal size suffers, and too many of their reps miss quota.
The latest CSO Insights’ survey reveals that nearly half of companies report their sellers need to do a better job of engaging key decision makers. This is a problem we address frequently, and it relates back to a seller's ability to articulate value and differentiation.
The 3-Foot Conversation
Remember, as a seller you will often get delegated to who you sound like. If you’re having problems accessing contacts in the senior levels of your prospect organizations, consider the focus of your conversation. Chances are you’re speaking the language of features and functions, not the language of business. Talking about your products, instead of the business outcomes that your customers are trying to achieve, will often get you access to only the technical buyers, who probably don’t have the budget for what you’re trying to sell.
Find the problem. Attach the solution.
Once you learn to speak in terms of business outcomes, you’ll be granted access to those who make the business decisions. In many cases, you’ll earn the right to ask the questions that earn you trusted advisor status, because you’re able to attach your offerings to the largest business problems that your customers are trying to solve. You’ll be viewed as a consultant who solves problems, rather than a vendor who hawks products.
For many B2B sales organizations, their “products” are never in their prospect’s budget. Best-in-class sellers don’t see that as a roadblock because they speak in terms of business outcomes.
Think about a deal you are prospecting right now. What is having the biggest negative impact on your potential buyer’s business? Can you be part of that solution?
When you‘re able to articulate the positive business outcomes of your solutions, your customers may start calling you, instead of you always calling them. Your deals will be larger, and you’ll find yourself discounting less.
Remember, speak your buyer’s language. Hitch your wagon to their biggest business challenge. Articulate the value of your offerings in a way that resonates with the real business outcomes that impact their bottom line.
