Understanding the process of change – key learning points.

• Good, really good, knowledge of your products and services is essential.
• People don’t buy anything unless they are dissatisfied with their present circumstances.
• Selling change means getting the client to recognise that change brings real benefits.
• Only good, client-focused questioning will uncover real needs.
• Only excellent listening skills will allow you to hear what those needs are.
• Don’t worry about the type of questions – just question, question, question.  Oh, and listen!
• Understanding the potential customer’s business and where their needs are is fundamental.

Needs questioning is a sales concept.

Continue reading “Selling Change – Concluding Part.” →

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.

Continue reading “Selling change – Part Four” →

Understanding the process of change – Discovering the needs

In yesterday’s Part Two, we raised the important question of how we change our views.  Of course, in selling the ‘we’ is the person you are selling to.  But to see into their view of the world, it obviously helps to think about ourselves for a while.

The psychology of change is beyond the skill set of this author and is one of many areas left to the psychology professionals.  However, here is a very basic notion that works for the salesperson.

The role of questions is to elicit answers.  (You see, I did say it was basic!.)

But straight away, one particular widely-held idea is going to be destroyed.
Read more of this essay on change

Understanding the process of change – Upsetting the Homeostasis

In yesterday’s Post on this topic we left the reader with a ‘flow chart’ of the process of change within a business and, slightly tongue-in-cheek, how that compared with change at a personal level.

What is the role of the salesperson in facilitating this process?

Well, firstly the salesperson should have established that the potential client ought to have a need for the solution.  (That, at least, ups the odds of an effective use of sales time.)  Whether that is from knowledge about the company or its business, a referral from somewhere else, or a solid sales reference from another customer, i.e. another of the salesperson’s customers is a good example of using the solution.

Continue reading “Selling change – Part Two” →