This article originally appeared in the August 2024 issue of Security Business magazine. Don’t forget to mention Security Business magazine on LinkedIn and @SecBusinessMag on Twitter if you share it.
For years, salespeople have been told to sell the value of their solution – do not focus on the features or benefits, but instead, explain how their solution will provide value to the customer. For example, if someone is selling me a pair of exercise shoes, instead of describing the lateral support system or the benefit of making side-to-side movements, they should engage me in a discussion about how the shoes will enable me to run on rough terrain without rolling an ankle.
However, in today’s world, most customers have already determined the value of products and services before they see a salesperson. A typical buying process is composed of the customer doing online research and connecting the dots between features and value. The next step is to invite salespeople to offer proposals for the solution designed by the customer.
In this imperfect but common scenario, there are many challenges for salespeople, such as:
- How can you present your value proposition if the customer has already chosen the solution?
- How can you differentiate yourself without being the cheapest?
- Relying on the customer to design the right solution for which your company will ultimately be responsible is risky.
How to Provide Value
Since it is very difficult to reverse the standard behavior of customers performing their own research, we must improve the way we perform in these sales calls. The best way to differentiate and ensure that a customer receives the best solution is not to sell the value of their future solution but to provide value during the sales call.
Sounds great, but how? Here are five ways:
1. Have the right mindset going into all sales calls.
Your objective should be 100% about providing value during those 60 or 90 minutes. When you leave, your prospect should feel like they should be paying for your time.
2. Educate customers by asking questions.
One of the best forms of communicating information is to have the other person think through scenarios and engage in conversation. By asking your customers thought-provoking questions, you empower them to think critically about their situation and develop answers that will either validate their ideas or develop more creative solutions. Either way, asking the right questions is a very valuable exercise for your customers.
3. Be an honest broker.
When your customer sees you as someone who is searching for the best answer for them, they will lower their guard and get real. Dig into their choices and discern how the different options will impact them today, in the short term and the long term. Pull them through these situations, not leaning toward one solution but laying them out for your customer to choose.
4. Make a recommendation and explain why.
Many times, there will be multiple options. Don’t tell your customer: “It’s up to you.” They know that, but they are looking for you to give them a recommendation – for you to provide value.
5. Keep it simple.
No one listens to a know-it-all, and no one likes complex solutions. No matter how brilliant you are and how amazing your ideas are, if your customers don’t listen to you, then they are not receiving value from you. Whatever value you provide, keep it simple.
