The way clients buy has changed significantly and the strongest salespeople are taking a very different approach. It’s vital to know where you are against the best in the industry to allow you to focus on the most impactful areas to get the best results.
Outcome: A structure and approach to excel in sales
Clients are busier with more sales people trying to speak to them than ever before. This is making them more averse to cold calls and in need of something different from the salesperson they choose to prioritise.
Outcome: Clients prioritise your conversation over others
QUESTIONING TO CHANGE BEHAVIOUR
To act on your conversation, clients need to see why they should shift from their status quo. Just diagnosing needs is not enough, your role is to help the client understand and redefine their real needs.
Outcome: A sales conversation that gives your client a new way of thinking
Making decisions in B2B is personally risky for your client and trust is key to how they choose. Pitching your company in the right way, aligning your brand with client needs, has become far more important than ever before.
Outcome: Greater client buy-in to your brand and company
PROPOSALS FOR THE DECISION MAKING GROUP
The toughest part of the buying process for your client starts when you leave. On average they will need to convince 5.8 other stakeholders with a compelling business case to drive the decision through their business quickly and easily. The right proposal can make this simple and easy.
Outcome: Higher quality proposals which speed up decisions
SELLING AND CLOSING WITH ASSERTIVENESS
However strong your sales skillset has become, your behaviour with a client will always have a huge impact. Clients need to make confident decisions and be persuaded around potential results. The strongest salespeople instil confidence in the client by being proactive and assertive to move the sale through to the close.
Outcome: Stronger control of the sales conversation and closing process
It is two times as likely that a client will buy from you if they can see the personal value to them of your solution compared to the value to their company. Tailoring every interaction to your clients’ world is crucial to make it easy for them to choose you.
Outcome: Clients are more connected, engaged and able to take-action from the conversation
Stories are 22 times more memorable than stats and figure. The right stories teach people why to change and how to choose. B2B buyers have to be 2 times more emotionally connected to your brand than B2C decision makers. Stories are your way to deliver an entirely new and enlightening conversation to your client.
Outcome: Salespeople who are able to shift client beliefs at a far deeper level
It is 10 times more likely a client will buy from you if they are involved in creating their solution. Sharing ownership means they are more likely to drive the decision through their business quickly.
Outcome: Greater buy-in to recommendations from clients
Convincing 5.8 internal stakeholders to buy something new is a risk for even the bravest client. Selling internally is not easy and in most cases the likelihood of a deal going through, and going through quickly, can dramatically increase if you work as a team with your client.
Outcome: Positive client decisions more quickly
Client objections are far too frequently caused or strengthened by what the salesperson does, without them realising. Dealing with an objection in the right way – the way a client needs you to will be the difference between a deal closing or not.
Outcome: Fewer objections and more consistency in overcoming them
Professionalism is the number one thing that clients look for from the sales experience – they need conversations that are worth paying for. Salespeople need to drive increased revenue from new and existing clients. A planned, thought-out approach is your short-cut to success.
Outcome: A more professional and structured approach to driving sales
Clients need to feel safe making new decisions and need compelling reasons to change from their status quo. To be able to convince other internal stakeholders, they need a business case for change. Clients need to know why and how they should make decisions and the more proof you can give them the easier that is.
Outcome: Provide a sales conversation worth paying for in itself
The more experienced you become in sales, the more likely presenting will become a core part of how you communicate. The way you come across to your client is key to how much they buy-in to you and your company. With charisma, structure and the right message you can take your client on the right journey every time.
Outcome: Strong personal impact on clients
It is far more likely you will increase revenues by expanding within current clients rather than always searching for new business. Account growth depends on service and results, not just a good pitch.
Outcome: More consistent client growth
Negotiation is often a key part of the buying and selling conversation. However, many salespeople view the negotiation from their own perspective which often drives the wrong negotiation choices.
Learn a powerful and simple framework for planning and running your negotiations
In B2B selling, there are an average of 6.8 people involved in the buying process (CEB Research 2015). The job of your client contact starts once you have convinced them that your solution will work. After that, they have to persuade a whole array of different internal stakeholders that your solution is going to work. The pressure is on them. They can no longer choose your solution just because you have a good relationship with them. They have to choose your solution because it will work, because it will get the best results.
The sales people who are overwhelmingly out-performing the rest are those who have realised this shift and have completely changed the way they operate. They focus on taking control of client conversations and teaching the client how to make the safest and strongest decisions to achieve the results they need.
The strongest sales people know how to work with their contacts to help them sell-on within their business. The strongest sales people know that every interaction they have with a client needs to be worth paying for in itself.
The strongest sales people don’t just get on with their clients, they get their clients results
At Flume, we are known for constantly exploring and interpreting this ever-changing dynamic, helping sales teams to stand out from the competition by making the buying process super-simple for their clients. We’ve learned a huge amount about what works and what doesn’t and this learning continues. It’s a fascinating journey and we have seen some incredible results for our clients.
It’s undeniable, B2B sales has changed…have your sales people?