Pitch Perfect 18th Edition - Mastering the Fundamentals of Sales - It's Not What You Sell, But How You Sell

Hi Everyone,

Welcome to the 18th edition of Pitch Perfect.

Over the past five decades, sales methodologies have evolved, with countless books, courses, and workshops dedicated to enhancing sales performance. From SPIN Selling to Value-Based Selling, and the Challenger Sale to Outcome Selling, organizations worldwide have embraced these approaches, hoping to gain a competitive edge.

Yet, despite this collective knowledge and experience, many sales teams still struggle with the basics. Why? Because while the methodologies are important, the true differentiator in sales isn't what you sell—it's how you sell.

Given our general obsession with How To Sell, you’d be forgiven for thinking that by now, we’d all have it cracked – right?! ?It doesn’t matter whether you’re a huge multinational, or a one-man-band working from the kitchen table.?One thing’s for sure, each Salesperson brings their own style and personality to the sale.

In Sales, It's About How You Sell, Not Just What You Sell

The Art of Asking the Right Questions

In our work with sales teams across various industries, we've noticed a common thread: Salespeople often focus too much on their product's features—the bells, whistles, and shiny new aspects. While there's a time and place to discuss these, the real power lies in understanding the customer's needs and challenges.

Consider this: When you're meeting a potential client, are you diving straight into your product's capabilities, or are you first exploring what the client truly needs? Are you asking questions like:

• What are you trying to achieve?
• Why is this goal important to you?
• What challenges are you currently facing?

These questions are the foundation of a successful sales conversation. They help you understand the customer's pain points and goals, allowing you to tailor your solution to meet their specific needs.

The Power of Listening

Asking the right questions is only half the battle. The real magic happens when you listen—truly listen—to the answers. Too often, Salespeople ask a question and then immediately start thinking about their next move or how they can steer the conversation back to their product.

But active listening is crucial. It shows your customer that you care about their needs and are invested in helping them find the best solution. It also provides valuable insights that can guide your sales strategy.

For example, we recently worked with a client in the property sector who believed their low win rate was due to poor presentation skills. Instead of immediately offering a Presentation Skills training, we asked a few basic questions and discovered that their issue was deeper—they were often entering the sales process too late, at the proposal stage, where competitors had already established relationships. This insight allowed us to develop a comprehensive Customer Engagement program that helped them engage earlier and increase their chances of success.

Understanding the Buyer’s Journey

One of the most overlooked aspects of sales is understanding where the buyer is in their journey. Are they just beginning to explore their options, or are they ready to make a decision? Your approach should vary depending on their stage in the Customer Buying Cycle.

For instance, if you're engaging with a buyer who's still in the research phase, your focus should be on education and building trust, not on closing the sale. Conversely, if they're at the decision-making stage, you should be ready to address any final objections and help them see the value of choosing your solution.

Conclusion

In today's fast-paced, choice-saturated market, the way you sell is more important than ever. By asking the right questions, listening actively, and understanding where your buyer on their purchasing journey, you'll be better equipped to build strong relationships and close deals effectively. Remember, it's not about the features you offer—it's about how you connect with your customer and guide them to the right solution.

Discover how a mindset of curiosity can drive your business performance and results. Learn more about our programs and how we can help your team at Flame Learning.