What Type of Salespeople Does Your Organization Have?
Which of the following people loves you the most: your spouse, your parent, or a partner? The next time you see that person, tell him or her, “You need to do this. You also need to do that. And finally, you need to do this third thing.” To drive the point home, point your finger. How long it will take before (s)he tells you what you need to do, and in not-so-polite language?
Unfortunately, this is exactly how countless salespeople address their prospects. How often have you heard a sales rep say, “You need to look at my product”? If the person who loves you the most won’t take this kind of talk, why would a prospect?
Which category does your salespersons’ fall under, A or B?
Category A: These salespeople will:
- Offer opinions.
- Present all the features of your product.
- Anticipate what the prospect’s situation is and make statements to that effect.
- Make presentations and standard demos at the first call.
Category B: These salespeople will:
- Ask questions to understand the prospect’s situation.
- Ask questions about how the prospect does business today and why they want to change.
- Ask questions to identify a problem to solve, a need to satisfy, or a goal to achieve with a bias toward your offering.
- Identify the cost of doing business the way the prospect is doing it today.
- Withhold opinions and judgments to fully understand the prospect’s situation.
If you chose A: This behavior is often (crudely) labeled as “show up and throw up” or “spray and pray.” Unfortunately, the buyer’s opinion of the salesperson resides somewhere between swimming among sharks and swallowing flaming swords. They simply don’t trust these opinions.
If you chose B: With the answers to these questions, the seller can align with the buyer which allows for a more meaningful, competent and sincere conversation that will benefit both parties.