Is customer success more important than sales?
Fred Copestake
Sales Trainer | Author | Coach | Working with engineering and manufacturing teams | Selling has changed – have you?
Salespeople get called out for being, well, salesy.
Maybe this is deserved.
There are some pretty self-centred, needy behaviours employed.
Not by everyone.
If you are here I suspect probably not you.
But how much do you really think about the customer's results?
Welcome to the?March Edition?of Sales?Today?newsletter for B2B sales professionals, especially the 3019 subscribers
As it's monthly I want to share plenty for you to consider and to impact your selling
So what to expect
The focus is all about enabling more good (sales)people doing good things in a good way
FRED
Is customer success more important than sales??
Outcomes or revenue... what should we care most about?
Spend some time scrolling on LinkedIn and you will read all about cold calling, meetings and demos.?
Stuff you do to customers.?
Far more than you will about ways to make sure the customer achieves the results they are looking for.
Stuff you do for them.
Is this why sales has such a bad reputation?
Self-centred versus customer focused.
But maybe all isn't lost.
The very existence of Customer Success as a discipline is cause for celebration.
Being ultra cynical might make us think that it's all just about reducing churn but maybe there is more to it than that.
Perhaps there is genuine care for customers in some areas
Let's be clear on definitions (with a little help from HubSpot )
I first came across the idea over 10 years ago when I was asked to attend some training and to help with a programme rollout.?
I was fascinated.
Indeed the VALUE Framework I introduced in first book Selling Through Partnering Skills as a model for collaborative selling is based on customer success thinking?
It involves:
??Validate (Right targets)
- Profiling of accounts to spend time with
- Understanding and creation of value proposition
- Generation of prospecting/land and expand activity
- Development of email templates
- Appreciation of using video messaging
??Align (Right research)
- Prepare a plan to understand account
- Refine value proposition (based on ‘Value Pyramids’)
- Consider market change drivers as potential for new business
- Begin to build ‘Personal Brand’ as go-to individual in the sector
?
??Leverage (Right conversations)
- Use structure to prepare and undertake effective meetings
- Develop questioning skills to facilitate better discussions
- Provide insight and perspective to help customers to think
- Understand the tools and techniques to sell virtually
?
??Underpin (Right solutions)
- Prepare more effective proposal documents
- Design more interesting and stimulating presentations
- Use visual aides more effectively
- Capture the power of story telling
- Position the customer as ‘hero’
- Develop messages to reduce fear, uncertainty and doubt
- Handle objections elegantly
?
??Evolve (Right results)
- Understand principles of negotiation
- Learn how to prepare to negotiate
- Trade variables to achieve mutually beneficial outcomes
- Develop a contact plan to strengthen relationships
- Use Quarterly Value Review to grow business
I will champion this and salespeople having a broader set of skill as per Hybrid Selling and the idea of 'SquiggleThink'* which explores the overlap of sales/marketing and encourages all individuals to act as mini-marketers and create content that can be useful to customers.
We are in a position where we can develop and use skills that benefit others as well as ourselves.
Will we though?
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You will be given information (training)
You will work out how to implement it (coaching)
Every session is focused?on a different element of a Collaborative Selling
It is pragmatic approach to driving results
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(NB I deliver these personally so can only run 5 per quarter)
领英推荐
Things addressed this month
'Orange Hat Thinking' a mix of the De Bono thinking hats to come up with practical solutions for sales issues
How do salespeople annoy buyers?
Today I am joined by Anna Corless a global purchasing manager with a rich background in the chemical industry.
We discuss the art of negotiation without pressure, the synergy of sales and procurement strategies, and how transparent communication can drastically shape the outcome of business deals.
Anna’s wealth of knowledge offers a rich perspective on steering clear of aggressive sales tactics and fostering a collaborative environment that benefits all parties involved.
Anna and I reflect on the value of being well-informed and how this can safeguard against the erosion of trust.
Amidst a business landscape reshaped by COVID-19, we examine the newfound importance of trust and the delicate professional boundaries necessary for healthy partnerships.
We discuss innovations born from necessity during the pandemic and how these adaptations have led to more robust supply chains and risk management practices.
The conversation reveals how crises can create stronger bonds and the key role that thorough vendor evaluation now plays in preparing for future uncertainties.
We turn our focus to the future, examining the strategies and communication tools that can streamline the buyer-seller journey.
From the importance of clear, transparent pricing to the subtle art of optimising email footers, we discuss practical takeaways for anyone in the field of sales and procurement.
Anna shares wisdom from the buyer's perspective, providing a clearer understanding of what they truly need from salespeople.
This episode has practical takeaways for anyone navigating the intricate world of sales and procurement.
Listen to the episode HERE
How virtual selling skills improved
Join me as I sit down with Julie Hansen , an expert on virtual executive presence, to discuss the essentials of mastering virtual sales environments.
Together, we discuss the significance of adapting traditional sales skills to the digital space, focusing on the need to project confidence, credibility, and empathy through a camera.
Julie, author of "Look Me in the Eye," shares her knowledge on why comfort shouldn't be our primary aim in sales and how to connect with clients on a deeper level, even when miles apart.
Julie highlights the pitfalls many sales professionals fall into, such as neglecting the power of proper camera use, lighting, and maintaining a professional space that doesn't come off as too aggressive or invasive.
The conversation also zeroes in on the art of maintaining eye contact and engaging an audience during virtual presentations.
Additionally, Julie offers a treasure trove of resources for sales professionals looking to sharpen their on-camera presence, including her website, blogs, videos, and a cheat sheet with key tips.
For anyone striving to stand out in the digital sales realm, this episode is packed with strategies to elevate your virtual communication game.
Listen to the episode HERE
Why your sales presentations don't work
Ever found yourself fumbling with PowerPoint slides, only to witness your audience's eyes glaze over?
This episode, we tackle that all-too-familiar scenario with the help of Andrea Pacini , presentation powerhouse and author of "Confident Presenter."
Through games and anecdotes, we reveal how to bridge the gap between what's buzzing in your brain and what resonates with listeners, ensuring your sales pitch hits home every time.
We tackle the common stumbling blocks encountered during presentation preparation and delivery.
We also share the story of Marie, a cautionary tale of overlooking audience analysis, resulting in a presentation fraught with irrelevance and excess slides.
We ?discuss ?the importance of starting with a structured approach—analysing the audience, identifying key messages, and blending logic with emotion—to craft a compelling narrative that captivates from start to finish.
Andrea provides actionable strategies, such as the ABC of preparation—Audience, Burning needs, Context—to refine your presentation skills, steer clear of the dreaded "death by PowerPoint," and truly connect with your listeners.
Listen to the episode HERE
How to improve your sales presentations instantly
Have you ever felt your presentations could pack more punch?
Discover the secret to delivering powerful presentations that resonate with your audience as we reveal the 'Rule of Three' with Andrea Pacini , the mind behind "Confident Presenter."
Our conversation peels back the layers on this timeless strategy, showing you how to craft your pitch with a magnetic beginning, three core messages, and an irresistible call to action.
From the 'So what, What next?' technique that ensures your message doesn't just speak but sticks, to the art of transforming any presentation into a narrative that's entirely about your audience, this episode is packed with practical tips.
Make sure you check out Andrea's book on Amazon for an even more comprehensive guide and look out in our show notes for additional resources, including our free collaborative selling scorecard.
Don’t miss this masterclass in communication that will not only change the way you present but also the way your presentations are perceived.
Listen to the episode HERE
#SquiggleThink
Watch out for the podcast mini-series I'm recording with Paul Fernandez of The Growth Guys .
It's?named after the messy buying journey involving both sales and marketing input to make the customers decision making easier.
By creating content and providing useful information both salespeople and marketers can combine to set themselves apart and be position themselves and their organisation as the ones to talk to.
LIVE! and completely FREE to attend: Best-selling author and experienced sales trainer, Fred Copestake, will share practical insights into his systematic approach for B2B salespeople to ensure they stay relevant and valuable.
This workshop is brand new and addresses the challenges that many salespeople have based on what Fred has identified from working with clients all over the world.
Many salespeople struggle to adapt their approach to one that is effective today. As a result, they are running a risk of becoming irrelevant to their customers.
The insights shared have been collated from working with thousands of hours salespeople and through studying the evolution of professional selling.
Fred answers the questions:
- Why are so many salespeople tired and stressed?
- Why are so many sales backwards and boring for customers?
- Why do organisations confuse salespeople badly?
You should attend if:
- You are involved in B2B sales and find your approach isn’t working as well as used to
- You feel like you are wasting opportunities that should be won
- You use a highly technical approach to selling that doesn’t always wow customers
- You are frustrated that you can’t keep customers engaged through the process
- You are fed up with always having to discount to win business
- You want peace of mind that your sales plan will work - You frightened that the pace of change in the world of sales is too fast
- You are concerned your competitors are doing something different but don't know what
Every participant will be given access to a tool that provides a report on the state of your sales compared to an effective modern approach
Places are limited by the platform we use so please make sure you're quick to secure your spot.
Thursday 18th April 2024 (1.00pm UK)
Register HERE
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7 个月Well done! We should focus on what we can do for our customers rather than do to them. ??