The first day of medical school students visit the morgue. This is where their mistakes end up they are reminded. Nothing quite as dramatic is done for sales people, however if you have an idea how to impact salespeople in a like manner please suggest it!
Strategic Discipline Blog
How do you get your prospects to understand the full value of your solution that you provide? As discussed in previous blogs it has nothing to do with telling them about you, rather it comes from listening and asking the right questions. The diagram below offer's Jeff Thull's Diagnostic Business Development Process. The first question the prospect needs to answer is, why do they need to change? As noted in my previous blog Are Prospects Following Your Sales Process or Theirs? - Jeff Thull as much as 40% fall into a group that don't purchase because they didn't see a problem, or weren't convinced they could change.
What's the biggest obstacle to making a sale today? Answer: Your prospect doesn't believe he has a problem, and if he does, he doesn't believe he has the capability to change. In fact 40% of all sales don't close, not because your competition won the opportunity, but because your prospect didn't see the problem or didn't believe they could change. That's right 40% of your opportunities are lost simply because your prospect didn't see the problem or wasn't convinced they could change.
Those of you old enough to remember the Grateful Dead and Jerry Garcia will recognize his insight in a quote provided by Jeff Thull our Fortune Sales & Marketing Growth Summit keynote speaker and author of Mastering the Complex Sale. Jeff said most of us are working way too hard. He had insights into how to change that, starting with this advice, "you don't want to be the best of the best at what you do." Rather follow Jerry Garcia's observation, "You want to be considered the only one who does what you do." You can build your Brand Promise around an uncommon offering like that.