Building Trust, Expertise, and Outcomes
Randy Seidl
CEO | Board Member | CRO | Sales Community Leader | Advisor | Executive Recruiter
There are three key plays in ever sale: selling yourself, your product, and the ultimate outcome for the customer.
Mastering these three areas is crucial for long-term success in sales.
It's not just about being an expert on your product or building strong relationships; it's also about focusing on what truly matters for the customer.
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Randy's Tips to Sell More ?? Excerpts from Your Go-To Sales Advisor
Don’t Forget What You Are Selling
By Chuck Smith
What the Idea Is: Don’t forget what you are selling:
Focus on being best in class in all three areas, and you will have long-term sales success.
Success selling across these three areas doesn’t always come naturally, and it doesn’t always come at the same time in your career; yet you have to deliver on all three of these elements in order to achieve long-term success. You could be very good at understanding the details of the product and service but may be too fixated on that and not on the outcome for the customer. Or you may be very focused on selling yourself and creating the relationship and forget about “what’s in it for the customer.” Being too focused on selling yourself versus what is being sold and the outcome can also be a problem. Finally, concentrating only on the outcome but not on how you get there can also be an issue. Broadening your attention to each of these three dimensions can not only make you successful on your near- term goals; it can also help you as you develop your career and work as a sales executive with broader and more material responsibilities.
Why It Is Valuable: As a salesperson, you have a reputation you are build- ing with a customer; if you have a valued relationship because of the way you present yourself, and if you are knowledgeable about the offering and how you benefit customers, you will create a lasting value for yourself as a sales person.
As tantalizing as closing a deal is, if you haven’t thought through the right product or service, you may not ultimately create a model of sustained success in your selling career. And that’s what it’s really about. You want to create sustained success by using this lifetime behavior set. It’s simple, but not easy. It takes a ton of effort to work on all the dimensions in front of every customer to keep that approach going.
Ask yourself:
How will you continue to create/improve yourself as you’re continuing to sell your products or services? All the concepts we’ve talked about are beneficial—not just for your current role, but also for your career success.
How It Works:
Selling Yourself: There are a variety of approaches, habits, and techniques to help you improve and grow in this area. I believe some of the key attributes you need are persistence, humility, and integrity. You must be attentive and focused on listening, not talking. Continuously show with your behavior, your attitude, and your presence that you are there to help the customers with their issues or projects, and be able to show that your own approach, style, and presence will be beneficial for them. Have you built your relation- ship map within the customers you’re calling on? Do you have details on the people you will need to help you “day to day,” such as gatekeepers like administrative or executive assistants? Do you know the decision-making map, and have you established your own relationships and position within that map? These are only a few of the key questions you need to answer.
Company Products and/or Services: To be successful in this domain, you must really know what you are selling. Create a great elevator pitch, practice it to perfection, and make sure you can deliver a quick but compelling synopsis on how your product or services can benefit the customer. Its critical to work within your company and within those teams to have a network of individuals who can assist you in having effective conversations positioning your product and services. You shouldn’t be the “lone wolf,” especially in large value transactions; you need to have a full extended team behind you, and you need to lead that team. It is critical to bring people along in the process, leveraging those relationships, selling yourself and the company on what they deliver and what the customer requires. In the end, building this network and building your knowledge of the offering, the company, and the people who deliver its value are critical to your long-term success. When you have the opportunity, go to the inter- nal training sessions, not only to make sure you are well informed and that you understand the offerings, but mostly to establish and build your network of leaders who can help you deliver on your goals. Before going to the training, look at your funnel to see what your customer needs or is asking for. Then align your calendar to get trained in those areas; but more importantly, establish relationships with the subject-matter experts who can help you and your customer be successful.
Outcome for the customer: You must know the benefit and ultimate results that the customer will experience by buying your products or services. You need to be constantly mindful about the outcome a cus- tomer will experience. In some cases you need to essentially walk a mile in their shoes. What does success for this individual or this team mean? What is their ultimate motivation for successfully executing this project or activity? A great way to help them understand for themselves is to investigate similar examples and bring in other customers or internal resources who had good outcomes for others in this situation. You need to educate yourself on the outcome, as well as help the customer understand and realize it. Have you read the company’s financial statements as well as investor and public presentations? Are you aware of the broader busi- ness implications of the project? With this knowledge, you can typically change the approach to the deal or the relationship to sway it even more to your advantage.
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