As a seller, you will never benefit if a prospect goes down a path that isn’t going to benefit them.
If businesses can't
immediately recognize the value you bring, then they won't buy what you're
selling. It's as simple as that. Show your prospects that you're creating value
for them, up front.
Practice
communicating your unique value proposition so you're ready to demonstrate your
value in any selling situation. Keep practicing until you have a compelling,
quick response for whenever someone asks you: "What do you bring to the
table?"
Become an Advocate:
As
a seller, you will never benefit if a prospect goes down a path that isn’t
going to benefit them. We’ve talked a lot on this show about the need to truly
listen to your buyer, and it’s true — you have to understand what factors
they’re facing internally and externally, what deadlines they’re up against,
and what investments they may have already made. Once you’ve done that, then
you can align your resources from content to people to offer the best solution
that’s unique to them.
Make Quality Touches:
Who benefits from messages that are “just
checking in?” If you said “nobody,” you’re right. Every outreach you make needs
to provide value to your prospect. Think about how you can use business
journals, social media, or another news platforms to encourage conversations
and show that you’ve heard your buyer and understand their challenge. Do not
mistake what I’m saying — by no means am I telling you to never go for the
sale, I’m just telling you that, done right, building a relationship based on
the value you add outside of your product can make a big difference.
Quit Focusing on the End Result:
Building on both the previous takeaways,
understand that I know you have a quota to hit. But, by always focusing on the
end result, the thing you want most (a signed contract), you could be pushing
your prospect farther and farther away. Start thinking about what is the best
possible next step. Want to secure a meeting with the Vice President? Maybe you
should talk to 2-3 of her direct reports first and learn what matters. Want to
close the deal by end of quarter? Maybe you should have an alignment meeting to
understand both the internal resources they’ll need and what other projects
they’ll be working on at the same time.
CONCLUDING
For every champion there are hundreds of
others with just as much – or more – pure talent who never rise above
mediocrity. Champions reach the winner’s circle through work. Working to
achieve meaningful goals is the most satisfying and rewarding way you can spend
your time and energy.
To
become successful, choose to be one of the few people willing to spend
countless hours preparing for victory. Achievements do not come spontaneously;
they must be rehearsed. You must practice being a champion before you can reap
the honors high-performance living provides.
When you set challenging goals and discipline
yourself to work toward them, you turn your desires and dreams into reality!
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