(This article originally appeared on Dave Kurlan’s blog)
Following up yesterday’s Moneyball article, here are some more new things for you to think about.
When your salespeople are in front of or on the phone with prospects, do they ever think in terms of whether their prospects:
- Want what you’re selling?
- Need what you’re selling?
- Must solve a problem that you can solve?
- Don’t care?
Let’s discuss the implications of each:
If your prospects want what you sell, they are asking themselves:
- Is it practical?
- Do I really need it?
- Can I afford it?
- Is the timing right?
- Is this who I want to buy it from?
- Is this the one I want?
- Do I want it?
- Do I need it now?
- What’s it going to cost?
- Who should I get it from?
- Who can best solve my problem?
- Who can do it now?
- Who can do it right – the first time?
- Who can get it completed quickly?
- Why me? or Why? If prospects know they will buy (think expiring copier lease) then it’s simply a case of your salespeople getting them to choose your company. Why me? If prospects weren’t aware that they were going to buy (think no money in the budget for the product or service) then it’s a case of your salespeople selling them on the concept of buying. Why?
- Through? or To? If your salespeople sell through a channel (distributors, VAR’s, brokers, dealers, retailers, resellers, etc.) then they are selling through and may have little influence on whether the end-user buys. In this case they are coaches to their channel. If your salespeople sell directly to end users then they are in control of their own destiny.