How can we improve our sales skills?
Customers these days are very savvy and their needs have changed. In recent decades sales staff have be trained to try to discover the consumers needs and offer them a solution to their problem. Even though customers had a good understanding of their issues, they didn’t always know how to solve them. Today however through technology and data companies can find solutions for themselves more readily.
A recent Corporate Executive Board study of more than 1,400 B2B customers found that those customers completed, on average, nearly 60% of a typical purchasing decision—researching solutions, ranking options, setting requirements, benchmarking pricing, and so on—before even having a conversation with a supplier.
So where do we go from here?
We have to take a deeper look at how we sell and what has changed. I guess you could say we need to sell differently. In Harvard Business Review’s article, The End of Solution Sales, they discuss in further depth how Solution Selling is now Insight Selling.
The best salespeople are replacing traditional “solution selling” with “insight selling”—a strategy that demands a radically different approach across several areas of the purchasing process. See Chart Below
Essentially you have to reach the consumer before they have actually pinpointed the problem. Timing here is key. Be proactive with your conversations offer prospects insights to potential problems.
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