The vast amount of information available via the web has radically altered the selling process. Potential customers can reference websites, blogs, LinkedIn, Twitter, Facebook, YouTube and other web-based tools to gather volumes of data before they ever reach out to a salesperson.
If you are not careful, when that inquiry arrives, your response will convince them that your product or service is just like the other commodities they see all over the web and they will want to focus on price.
Customers are in charge.
The most productive salespeople are problem solvers who share their expertise. They are information brokers who propose solutions that solve immediate problems while also helping customers progress towards their goals. They educate and inform. They listen and propose recommendations. They don’t sell.
They recognize that in today’s market, you sell more when you stop selling! Their discovery process uncovers unspoken needs, related goals and barriers to overcome.
These experts use all of the internet communication tools to facilitate a conversation with a customer and communicate quantifiable solutions. They respect the customer’s time and knowledge, seeking to deliver the right information precisely at the time when the customer is most receptive.
Customers are seeking partners who share their knowledge to help them go beyond the current need – to help them succeed. Credibility and loyalty are gained with customers through sharing and teaching. This generosity creates the trust that enables enduring relationships.
How has your selling process adapted to buyers being in charge?
What are you doing to train your salespeople in this new reality?
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