Flip the Script

You can’t bank on the buyer always being right. The stats indicate the exact opposite: ☉ 92% of buyers have a misdiagnosis - something they’ve self-diagnosed incorrectly. ☉ 100% of buyers have a missed diagnosis - something they’ve missed entirely. That’s why, if you ask self-diagnosis questions standalone: ? You don’t uncover anything that the buyer didn’t know beforehand. ? You can’t confirm whether the buyer is incorrect, or has missed something. ? You can’t be sure that you’re giving them the correct solution, or even solving the right problem. That’s why it’s important to develop your expert diagnosis, so that you can: ? Correct any misdiagnoses. ? Uncover any missed diagnoses. ? And give them the right solution, the first time around.

Every buyer has FUD. Here’s how to eliminate fear & doubt in the sale. ? When a buyer is stuck in indecision, it’s because: ? The buyer isn’t confident in the solution. ? They believe that they alone, will be ultimately accountable for implementing the solution. ? They fear that, should they mess up the implementation, there will be huge negative impacts. The best way to tackle these fears? ? Diagnose things about the buyer’s problems that they didn’t know beforehand. By doing so, you build trust & credibility as an expert, who is willing & capable of solving their problems. And you decrease the level of friction within the buyer’s mind, which will ultimately help move the sale forward.

These 5 mistakes will cost you 90% of your inbound leads. ? 1. Not letting prospects schedule a demo on your website. 2. Round-robinning inbound leads to your SDRs. 3. Waiting more than 10 minutes to follow up with an inbound demo request. 4. Not responding to prospects who inbounded during the weekend, until Monday morning. 5. Making prospects first meet with an SDR, in order to be “qualified”. Share this with your team! ?? #b2bsales #inbound #sales

Buying committees don’t need to “agree on the problem” they need to solve. Here’s why. ? A problem is only a problem, in relation to the buyer’s metrics. And as you encounter the various roles & buyers within a committee, you’ll find that: ? The buyer personas are different. ? The metrics they’re tied to are different. ? The problems they want to solve are different. So getting them to “agree on the problem” will not only be ineffective… ..it’ll DECREASE the chances of closing the deal altogether. Instead, focus on: ? Diagnosing problems for each buyer in specific. ? Tying the solution to every buyer’s metrics + problems. ? Getting everyone to agree on the solution, not the problem.

60% of lost deals are caused by indecision. Here’s how to prevent these deals from falling through. ? If a deal is lost to indecision, it means that the buyer DID believe the problem was big enough…. ..but they still didn’t close. And it usually boils down to 3 things: ? The buyer isn’t confident that the seller is capable of solving their problem. ? They believe that they alone, will be ultimately accountable for implementing the solution. ? They fear that, should they mess up the solution, that there will be ramifications to them within the organization. The best way to tackle these fears? Diagnose things about the buyer’s problems that they didn’t know beforehand. By doing so, you build trust & credibility as an expert, who is willing & capable of solving their problems. And you decrease the level of friction within the buyer’s mind, which will ultimately help move the sale forward. #b2bsales #indecision #sales

Here’s how using a buyer’s KPIs + 3 Google searches to diagnose a problem. 1. For each buyer in specific, uncover their: ? Lagging indicators: Main “Output” KPIs ? Leaning Indicators: Auxilliary “Midput” KPIs, ? Leading Indicators: “Input” KPIs 2. Before discovery, Google these 3 things: ? The industry averages for each of these metrics ? At what point, do these indicators cause a known problem. ? At what point, do these indicators cause an unknown problem. 3. In discovery, answer these 5 questions for each indicator: ? What is the buyer’s goal when it comes to this metric? ? Where are they currently at, in relation to that goal? ? How big is that gap? ? Are they above or below industry average? ? Does the status of this metric, indicate a known or unknown problem? With this information, you’ll be able to: ? Develop your expert-diagnosis. ? Correct any misdiagnoses. ? And find problems, that the buyer has missed entirely. Repost to share this with your network ??

A “win” for a buyer is contextual, to the role & industry that they’re in. Touchdowns don’t matter if you’re playing soccer. And home runs don’t matter if you’re playing golf. When you change sports: - The rules change. - The point system changes. - And what constitutes a “win” changes too. Now think of each buyer persona as a different sport. For each buyer persona, ask yourself 3 questions: 1. What are the “rules” of the game? ? What role/industry is this buyer in? 2. What’s their “point system” ? What are the KPIs that the buyer is metriced on? 3. And what constitutes a “win”? ? What is the buyer’s desired outcome, & where do their indicators need to be to achieve that? ?? Repost if you like this video! What roles do you sell into? Let us know in the comments. ?

Researching metrics is boring. But it’s the most important step to understanding your buyer’s problems. Here’s why. ? Metrics can vary wildly by industry - Take gross profit margin (GPM), for example: ? The average GPM is 10% across the board. But here’s the average GPM across 3 different industries: ? Restaurants: 2-5% ? Auto & Truck: 10-15% ? SaaS: 70-85% Completely different. Right? Why does this matter? Well, if you have a 10% gross profit margin… ? You’re doing amazing, if you run a restaurant. ? You’re doing okay, if you run an auto parts store. ? And you’re doing awful, if you run a SaaS company. So in this example, a 10% GPM equates to a different size of problem, depending on the buyer’s industry. The lesson here? ? Metrics are contextual, to the industry they’re in. That’s why it’s important to research the metrics + industry averages, for each buyer in specific. So that you can have all the information you need, to accurately quantify & diagnose their problems. #b2bsales #metrics #diagnosticselling

Here’s our 4-step process to help you pinpoint your buyer’s problems + provide tangible value in the sale. ???????? 1: ???????????? ???? ???????????? ???? ?????? ??????????’?? ???????????????????? Don’t worry - just a couple of Google searches can get you 80% of the way there. For each buyer persona, research their: ? Metrics/KPIs ? Industry averages for those metrics ? Common problems, in relation to those metrics And keep these stats for Step 3. ? ???????? 2: ?????????????? ?????? ??????????’?? ????????-??????????????????. This is what the buyer BELIEVES to be true, around their: ? Business problems ? Root causes ? Impacts ? And desired outcomes Finding these out during discovery is crucial for Step 4, so don’t skip! ???????? 3: ?????????????? ???????? ?????? ????????????-??????????????????. For each of your buyer’s metrics, ask them two questions: 1. What is your goal/quota when it comes to [insert metric]? 2. Where are you, in relation to this goal? Use these answers, along with your knowledge from Step 1, to quantify the size of the buyer’s problems. …???? ???????? ???????? ??????, ???? ?????????? ????????. ???????? 4: ?????????????????? ?????? ????????????????????. This is the most important step, & the one the provides the most value to your buyer. Pinpoint any differences between: ? The buyer’s self-diagnosis. (Step 2) ? And your expert-diagnosis. (Step 3) And use this info to correct any misdiagnoses - things that the buyer self-diagnosed incorrectly. Or uncover any missed diagnoses - things that the buyer missed entirely. We provide a full breakdown in our written asset “Diagnostic Selling”, which has been downloaded by 650+ sales professionals. ?? Grab your digital copy here: https://lnkd.in/gb487naJ #b2bsales #discovery #diagnosticselling

There’s one surefire way, to mobilize a buyer + build credibility in the process: And that’s by uncovering a current or future event trigger that affects the buyer’s: ☉ Business problems ☉ Tactical problems ☉ Root causes ☉ Or current/future impacts By doing so, sellers can: ? Expand the buyer’s perception of the problem. ? Create new urgency + buyer intent to solve for it. ? And build trust & credibility in the process. Learn more about triggers + how to set your buyer into motion here: https://lnkd.in/grihEUYw