Sales has never been a precise science. There is no formula to fix but there are methodologies which are proven and place the sales person in an advantageous position to close the deal. Some of these points are known but buried into the subconscious of an under-pressure business development consultant. In the B2B world, as you know, the journey from lead generation through to client closure is a strenuous one, a battlefield in its own right but here are a few suggestions which will give a much needed boost to the armoury and artillery.
- Pitch the outcome, not the product
It might feel natural to slip into the trusted sales pitch of what the product does and how it works but this would be a detrimental tactic, especially if your audience consists of the decision maker. One of the easiest mistakes to make is to lack empathy for your lead and forget about what interests them.
When thinking about the benefits your potential client would enjoy, try to quantify it. Keep some numbers in mind such as: “we can save you 21 hours a week by …??? or “You will earn an extra £1500 a month because…???.
Think about the result of your product/ service rather than the product/ service itself.
Getting to know someone is a great way to get them to buy into you – this works in a relationship and in the world of commerce. You could set up Google Alerts to be on the cusp of all that’s occurring in your client’s world; and you can read their reports and financial accounts to discover the real pain points and pressures your lead is facing on a day to day basis.
This knowledge will help you to show real connection to his or hers plight, position and perspective. Going above and beyond to know the client’s mind and its mechanics is a sure way to impress, infiltrate and implement strategies which you know will work to get that all important close.
- Tricks up your sleeve
It is strategically useful to have options at your disposal if a lead is interested but doesn’t like the particular package you are offering. There needs to be freedom for the sales person to tailor the deal to secure the client rather than be an immoveable rock. Give and take is the name of the game, this is helped by a pre-determined set of packages which can be offered to a potential client.
Having the agility, flexibility and freedom to cater to a client (without pandering) is an excellent way to increase conversions.