Thursday, March 7, 2019

#SolutionSelling is Dead



“Business acumen” (BA) selling is what your prospects want today.

You’ve heard them all:

“Tell a story.”
“Use LinkedIn.”
“Sell the sizzle.”
“Sell our solutions.”
“Cold calling works.”
“It’s a numbers game.”
“Put that coffee down.”
“Email follow-up works.”
“Sell on social networks.”
“Research your prospects.”
“Reach the decision maker.”
“Present like a professional.”
“Increase your efforts by 10.”
“Become the trusted advisor.”
“Develop your personal brand.”
“Learn how to demo your devices.”
“Enhance the customer experience.”
“Probe for weaknesses, confirm, trial close, handle objections and present our solution.”

It’s all standard sales jargon — beware the cliché.

As a new copier rep, you’ll be forced to endure hours of being taught every selling technique ever created. You may find them new, but these schemes are timeless; repeated through the eons. And that is the problem. These standards are not nostalgic or even proven — they are old-fashioned. Prospects today learn product details without attending manufacturer-sponsored classes. The basic elements of a sale remain the same: We exchange value for value given. This will never change. What has transformed is the volume of relevant information available to your prospects.

Sure, to be successful you’ve got to understand your product. But viewing your clients’ businesses holistically and effectively communicating your real-world understanding of them is the way forward. The future is business acumen selling.

This is a high-end concept, and it becomes more relevant every day. As prospects gain knowledge, the typical sales person degrades in value.

So don’t be typical.

Knowing good business practices, basic operational procedures and... read the rest here.

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