Influencing Clients Through Compelling Communication

As the second month of the year wraps up, so have the sales kick-off meetings.? Across all B:B sales teams, internal meetings have set the strategy and the revenue goals to supercharge the year ahead.?New solutions and big expectations for what the sales team can accomplish.?And at each of these meetings, salespeople get new product features and new demonstrations, but not always added support and coaching on how to advance client conversations. And that’s the most essential part of expanding relationships.

It’s the paradigm in relationships that every salesperson experiences.

You’ve got a group of relationships that you’ve developed over time.? It started by bringing the right solution to a problem. It continued as you delivered outcomes, and at some point, it took hold as you built trust.? Today, you have a base of clients who value your product(s) and trust your inputs.?So much so that as time passes, complacency settles in.

Not because you aren’t earnest. More because you didn’t know how to get beyond your current reputation.

Unintentionally, as you delivered outcomes, your customers aligned those outcomes to your company’s brand. And so, you’re known by one solution, not a whole family of solutions.

Or in today’s environment, you have new solutions that weren’t even a part of your portfolio when you started the relationship.?And the paradigm becomes the more you solve for one kind of problem, the deeper the impression sets as the company with that solution.

• If you sold a retailer a new e-payment solution…it may be hard to expand that relationship to offer security solutions.
• If you positioned an HR tool for tracking employee data…it may be challenging to reposition that same tool with marketing for tracking consumer analytics.
• Or if you sold a technology that simplifies finance functions…it’s hard to repackage it as an operational tool that simplifies supply chain functions.

But those are the common asks of most B:B sales teams today.

So, How Do You Solve It?

As companies expand their offerings, apply technologies to more complex problems and race to see who can embed the best AI solutions everywhere and in everything, capabilities and offerings are changing overnight. Yesterday’s go-to-market story has evolved so much that even the sales team isn’t quite sure how to tell it. And if they’re going to get to new buyers and drive increased revenue, they’re going to have to broaden the conversation.

We’ve seen many of the sales toolkits roll out this year, and that’s the tool sales teams need that’s missing.

“The methodology to broaden, expand or change a conversation”

Salespeople are armed with your company’s latest offerings and capabilities. But they aren’t given a lot of support in how to evolve conversations to get all those new solutions in front of the right people.

In the past, it happened organically over time. The more time they spent in an account, the more people they met. And they could leverage the relationship by being knowledgeable and responsive.

But time seems to be the only thing companies aren’t counting on these days. There’s an urgency to pull related capabilities together and introduce a broader family of solutions that reaches into multiple areas of a company. And that requires sales team to shift conversations faster as they compete with new players and different objectives.

That’s why we’re helping sales groups rethink how they leverage our storyline process.

Since it’s built from a listener’s perspective, the idea of setting perspective with insights is a strong starting point. It’s helped hundreds of sales teams learn how to frame expertise against a customer’s needs rather than their own capabilities. And we’re showing teams how to leverage the same concept to broaden and shift conversations. In many cases, we’re building templates for specific situations which helps a group accelerate faster.

If you’ve introduced our foundational storyline to your team, here’s how you can leverage it further:

• We coach teams to use outside insights to pivot inside beliefs. By doing this, we can help a group lift the altitude of perspective and broaden a conversation to get to other areas of a company.
• We coach teams to minimize a roadblock by setting broader alignment to an ideal state and positioning a roadblock as one element that they can resolve to get to that state.
• And we coach teams to create a bias toward action by bringing options and risks to customers rather than single recommendations.

The pace at which companies are eager to move starts with sales teams who are confident and capable of broadening conversations. It isn’t easy.? It’s a different conversation, and an essential one, to expand relationships quickly.?If you’ve armed your group with new product capabilities and bigger revenue expectations, but you forgot about the communication essentials, it’s not too late.

Let’s talk about how to reset relationships and get your team in the right conversations.

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