POSITIONING YOUR DISTINCTIVE VALUE
In complex B2B sales environments - particularly ones that involve multiple stakeholders and lengthy and often complicated buying journeys - it's unwise to rush to propose your solution the moment a prospective customer acknowledges or implies that they may have a need that you might be able to solve.
This tendency towards "premature elaboration" has been the ruin of many apparently promising sales opportunities. If it is a significant purchase, and if your customer takes their decision-making seriously, they are going to take their time. rather than racing ahead of their buying journey, you would be far better advised to first establish your distinctive value.
But before you can position the distinctive value of implementing your solution, you first need to position the value of addressing your customer's issues.
It's vital that you establish the full cost of their problem before you promote the value of our approach. Kahneman's research into buying behaviour concluded that decision-makers were 2-3 times more likely to take action because of the threat of loss as opposed to the opportunity for gain. Other studies have concluded that a decision to do nothing and stick with the status quo is the most common outcome for complex B2B buying journeys.
It should be obvious that before you attempt to persuade your customer of the distinctive value of your solution, you first need to build the case for change. And that requires a different sort of conversation from the need > solution track that might work in simple transactional sales. It requires a progressive, intentional and thoughtful approach - one that spans the following phases:
First, you need to become familiar with the most important industry and market trends that are affecting your target customers. You need to offer fresh perspectives on these trends that will be both interesting to your customers and allow you to progressively develop the conversation towards the recognition that they need your help - but at this stage it is vital that you resist the "itch to pitch" and be very careful not to rush into presenting your solution prematurely, before they have even acknowledged they have a problem.
We're not suggesting that the sales conversation needs to be perfectly linear in following these phases, or that all of these steps can or should be completed within a single conversation. But this progressive framework encourages and equips your sales people to invest their time in truly understanding the nature of their customer's challenges - and allows you to establish the maximum contrast between the customer's current situation and what they could aspire to if they decided to adopt your approach. Ask us how.
And that, of course, is exactly what the value selling system® has been designed to facilitate...
EXPERTS IN APPLYING VALUE-BASED SELLING TO COMPLEX B2B SALES
Our value selling system® will empower every member of your sales organisation - from your most experienced veteran to your most recent recruit - to progressively establish a unique value position in every customer situation...
TO LEARN MORE ABOUT OUR DISTINCTIVELY DIFFERENT APPROACH TO VALUE-BASED SELLING, CONTACT US TODAY