Understanding the process of change – bringing it all together.
Yesterday, we promoted the importance of questioning. Because it is only through answering questions that we see new perspectives. In a sales situation, the skill of the salesperson is to have great in-depth knowledge about their products and services, the many ways in which existing customers use your solutions and likely areas of ‘pain’ that your prospective customer may recognise.
That requires a good understanding of the industry/s that your customers work within. Because without that, you can’t ask the focused questions that will quickly get you an insight into the prospect’s situation. The other bonus coming from knowing the prospect’s industry is that the sales approach will enable your prospect to feel as though you are there to help him.
What’s the best way for a salesperson to acquire this knowledge apart from decent sales training? Simple. Contact some of your existing customers and ask to visit them so that you can see a) what their business is and what are the critical issues, b) how your solutions have fitted in, c) how well your promised benefits turned out in practice (and if there are other benefits unknown to your company) and, d) where they would recommend you focused on finding new customers.
Do that with a few of your customers and you will be superbly well equipped to seek out new prospects.
Remember:
To understand what John Brown buys,
you have to see the world through John Brown’s eyes.
Old and corny but still spot on!
Tomorrow, we will close this particular essay by summarising the key learning points.
By Paul Handover
Learning from Dogs 