We believe there is no such thing as a "Buyer's Journey". There is only the Buyer's Experience through the journey. And that journey is often created by sales and marketing. When we can show our champions we care more about them and their own reputation and career in the company than we do about closing a deal, that is what it means to "win the hearts and minds". We get shortlisted through the process, and win more deals with this approach, always. Because purchasing decisions are always made by a committee or a group of people in an organization we know it is not about the decision maker. It's always about the skeptics. We will never get to a decision maker without understanding and the concerns of the skeptics. So, at the end of a first meeting it's better for a sales rep to say, "Hey Sara, I know when we get off the phone you are going to take this back to your team to discuss. I am curious, who on the team will be the most skeptical, and what will they be skeptical about specifically in your opinion?" Sara will provide an answer. I then say, "Ok, thanks for sharing, would it be helpful for me to share and send some information around (skepticisms mentioned)? The last thing I want you to do is be a ping-pong ball when they turn around and ask you for more information we may not have covered" Sara will answer honestly, sometimes she wants the information, sometimes she does not. Regardless, Sara knows that I respect her place in the decision making process and I never want her to look bad in her own organization. So again, what different? The difference is that the decision maker means nothing, especially early in the process. All that matters is who the skeptics are and showing your champion you are more concerned about their reputation and their career than you are about closing a sale.
Certified Gap Selling Training Partner at CBK Sales Training & Coaching/A Sales Growth
Answered 2 years ago
The best way to differentiate yourself (product or service) is to be able to make a case for change and to show how your exact product solves for the current business problems that your customer is facing. You do that by having a very detailed discovery process where you uncover the problem environment, the gaps, impacts and what happens if the client chooses to do nothing (cost of inaction). I've recently done this on a handful of deals where I was competing with other training companies. They pitched their product and showed a demo and I showed exactly what was happening within the org, why they were stuck, where they were losing pipeline and HOW to fix it (making a problem-product correlation). Do not sleep on using the Gap Selling Methodology to set you up as a trusted advisor so that you can show how you are the BEST option for a buyer. The caveat is, you have to know what business problems you solve for a customer and how to make a case for change FIRST.
As a CEO of Startup House, I once had to sell our software development services in a saturated market. Instead of the usual sales pitch, I focused on building a strong relationship with the potential client. By understanding their unique needs and challenges, I was able to tailor our solution to fit perfectly. This personalized approach set us apart from the competition and ultimately closed the deal. Remember, in a crowded market, it's not just about what you're selling, but how you're selling it.
I was once given the charge for the sales of a range of eco-friendly kitchen products. It’s common to promote via highlighting product features. But I decided to tell their stories. We crafted an advertising campaign based on sustainable practices used by our suppliers and how selecting environment friendly alternatives have environmental consequences. We produced videos showing how we made our products, from raw materials to ready-for-market ones, expressing our commitment to sustainability. Moreover, I contacted past customers and asked them to narrate their experiences in exchange for free goodies. I shared these testimonials on social media and our website, which further perpetuated a sense of community and trust. We also sent targeted email marketing messages to different audience sections based on their specific interests and values, which strengthened our bond with customers. These steps translate into measurable outcomes, such as increased sales and customer retention.