Sure, you can play the numbers game and try to snag a client by spreading your net widely. But this can be a huge waste of time. The far smarter way to sell is to know exactly who is most likely to buy. Paradoxically, the narrower your focus, the more likely you will be to gain the exact client who needs and wants your solutions and services. This is our Number One Consultative Selling Sales Tip: be specific and aggressive in your definition of your ideal target client. The focus will save time, money and effort while increasing your growth trajectory.
How does this impact marketing? In general, you should be able to depend upon marketing to create brand clarity, customer awareness and impressions in the minds of those with whom you most want to do business. Effective marketing departments spread the word, clearly communicate your unique value proposition, and generate qualified leads. That is the first stage in the selling process…develop desired demand for what you sell. The next stage belongs to sales…qualifying and connecting with target clients and then using proven consultative selling training techniques to persuade clients to invest in your solutions to help them to succeed.
Do you know who those ideal target clients might be? If not, you should. All your solution selling efforts should be directed to the buyers you can help better than your competition. If your sales team is chasing each and every lead and struggling to improve their win rate, you should create a 7-point profile of the kind of organization that is most likely to need and want what you provide:
1. Target Client Industry
What specific industry or niche do you consistently serve better than your competition? For example, while we have helped companies of all shapes and sizes, we focus best on helping high-tech, services and life sciences firms.
2. Target Client Geography
Does it matter where your target company is located? Are you going to sell more effectively in person, on the phone or via email? For example, we work best with firms headquartered in the United States.
3. Target Client Size
Does what you sell depend on the size of the target client in terms of number of employees or annual revenue? For example, while we have certainly exceled working with large Fortune 500 firms like Apple and Google, we strive to outclass our rivals by mainly working with high growth small and mid-market firms.
4. Target Buyer Role
What is the organizational role and positional level of your ideal client? Who, in terms of knowledge, sophistication and business acumen, is likely to have the highest need and resources to buy your services? For example, we focus on working with business and human resource executives who want to move an important business metric and who believe in investing in people to succeed.
5. Target Client Goals
What is your client’s strategy for success and how do you tightly fit into their plans for the future? For example, we strive to impact a top three strategic business priority through the alignment of culture and talent with strategy.
6. Target Client Corporate Culture
Is the way your target client operates on a day-to-day basis in line with how you work best and most effectively? For example, we work best with clients who do not take themselves too seriously, want to make a measurable difference in the business, focus on the “can do,” are accountable and want to partner to do something special together.
7. Target Client Awareness
How far along on the potential buying curve are they? Do they know they have a problem? Are they familiar with and need your services? For example, we work best with clients who partner with us to ensure that their strategy is clear enough to act before they move forward to implement organizational culture or talent initiatives.
To ensure that your sales team is set up for success, all these questions in addition to your unique value proposition should be addressed. Define your ideal client in the terms that fit your unique offerings. And then discipline yourself to focus on marketing and selling to those who appreciate your offerings the most - leaving the unlikely rest behind.
Learn more by going to http://www.lsaglobal.com/solution-selling-training
