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Here are five of the best sales techniques that really work, as well as five classic go-to selling techniques that may, in fact, be hurting your sales efforts. Most salespeople see the sales process as a linear process. The truth is that those are not the only two end points. How much overlap is there between what you can provide to your prospects and what your competition can provide? Most B2B salespeople admit that overlap is 70 percent or higher.
Your value wedge must be unique to you, important to the customer, and defensible. The challenge is that, if you’re like most companies, you tell your story in a way that doesn’t differentiate you much, if at all. When you tell customer stories, don’t be afraid to link data with emotion. Often the best way to do that is to talk about the people who were affected by the challenging environment they were working in.
Then talk about how their lives became better, easier, more fun, or less stressful after using your solution. Every story has a hero. Who is the hero of your story? The customer is the one who needs to save the day, not you. Your role is that of the mentor. You are there to help your customers see what has changed in their world and how they can adapt and better survive and thrive. There are many ways to tell a story.
Props make a metaphor or analogy tangible. Props create a physical reminder and can continue selling even when you’ve left the room. Everyone knows you need to sell benefits not features, right? If you start your customer conversation with benefits, you’re jumping the gun when it comes to how most prospects are looking at their first interactions with you and your company. Remember that 20 to 60 percent of pipeline deals are lost to the status quo. When you position yourself against your competitors, you’re competing in a vendor bake-off. Many marketers use personas to develop messaging.