As consultative salespeople, we sometimes get so wrapped up in what we need to do to connect with the customer and provide value that we drive the bus without fully taking stock of where our passengers want to go. We are “do-ers” and as such we like to take control of the situation.
Sometimes this gets in the way of developing a true partnership with our customers. We forget that true partners both derive benefit from the relationship and both should contribute to designing and implementing the solution. There should be two at the drawing board! This is the foundation of consultative selling training. Solutions should be co-created to be sure that the right problems are being addressed and that the buyer participates fully in the process.
Here’s an example of a consultative salesperson “taking over the bus” that occurs rather late in the sales cycle but can still delay the selling process…
A meeting is scheduled between the salesperson and the prospective buyer. The sales rep has worked through many contacts to reach this target buyer and has done extensive research to be sure that they know what’s going on at the company and that their proposed solution will impact a business metric that matters to them and their organization. The sales rep has set clear goals for the meeting and prepared their own agenda. Clearly the salesperson is “ready to drive the bus” but where does the customer fit into the picture?
Make sure the customer is as well prepared as you are for the meeting.
- Check-In. You need to present your goals for the meeting and check to see that the customer is in agreement. If not, ask them what they hope to accomplish in the session. If your goals are not in alignment, the value of the meeting is considerably reduced.
- Include. Ensure that all critical stakeholders have been invited and will be attending. Without the “right” people in the room, decisions will be delayed and potential solutions or approaches missed.
- Clarify. Identify what information the customer may need for the meeting to be productive. Did the customer commit to gathering some data so you can tweak your approach to fit their specific business strategy or organizational culture? Make sure the information will be available so you can move forward and take appropriate next steps.
These three items can be covered efficiently with a focused agenda and a follow-up call to check on agreement. Make it simple and make it short with a clear focus on results. A thoughtfully crafted agenda for your sales call will save your time and your customer’s and keep the selling process moving full speed ahead.
Learn more by going to http://www.lsaglobal.com/solution-selling-training
