The Fifth Fundamental of Sales Know-How – Knowing How To Do It
In previous blogs I introduced The 6 Fundamentals of Sales Know-How, the evolution of my sales method, built through 30 years’ experience in sales - that works. So far I have introduced my first four fundamentals. That’s foundational to your role as a problem solver. Also foundational and equally as important, is understanding where to focus your efforts
The fifth fundamental, Knowing How to Do It, means understanding how to implement a consultative selling methodology, defining your sales playbook and proactively managing sales opportunities from prospects to wins.
Within the different types of selling. Numerous systems have been developed to provide salespeople with repeatable frameworks that can be learned and followed to aid their sales success. My experiences in the B2B world were, and remain, best served by what I refer to as Consultative Selling.
Consultative selling is a customer-focused, professional method of solution selling, also known as relationship selling. When it is implemented successfully, a salesperson forms long-term, trust-based, mutually beneficial relationships with their customer. The objective is to become part of the customer’s “team” – you are not just a consultant to your customer but their problem-solver. By being “The Problem-Solver”, you are an integral part of their business.
It requires you to develop an interest in, and understanding of, their business; and a deeper understanding of their challenges. The approach is to offer a solution, not just a product or service. The key is working with your customer to enable them to define their problem, so you can identify and offer a solution to that problem. This will take varying amounts of time depending on the size of the opportunity, the state of the business relationship and your established trust level. A long-term approach means any engagement must be in the best interests of both parties, hence your approach must be WIN/WIN or NO GO.
My Q.U.I.E.T framework provides a simple “painless” framework for those brand new to sales.
For more complex selling my Consultative Selling Method works well for those with some B2B sales experience looking to professionalise their approach.
The method consists of six steps within three phases, which can be adapted to suit any unique circumstances. The phases can be used with both new customers and existing customers with new opportunities. The real skill is understanding the intent of the process, then adapting and applying it as appropriate for the situation; being guided by your skill and experience levels and the nature of your customer relationship. While the process steps are in stages, their implementation should appear seamless to the customer – not obvious or formulated. You must be present in each particular stage but remain aware of the overall process you are working through.
It should be noted that not all sales opportunities will take the same amount of time, or follow the same sales cycle. Some may take place over one 20-minute phone call; some over weeks, months or years. In either case, this methodology applies.
The overview of my Consultative Selling Method is as follows:
Phase 1: Analysis
The aim of this phase is to briefly introduce you and your company, then work to identify the customer’s issues. It is not a presentation of products or services: at this point it will not be clear what, if any, products may be suitable for whatever problem the customer has that hasn’t yet been identified. That’s why it’s called consultative selling.
Think about visiting your doctor. They don’t present you with a fistful of prescriptions as soon as you walk through the door. They ask you questions to ascertain your particular ailment, then prescribe accordingly. Sales is the same – customers prefer not to be greeted by a new salesperson vomiting their product list without a clue as to whether or not there is a need for it.
Phase 2: Planning
The planning phase is an exercise in confirming the real issues your customer has, their impact on the business and what the financial and process impact would be of resolving them. In most cases, this will be you running scenarios in your head, or back at base, as you work to uncover how you can make your customer’s life easier for them.
Phase 3: Execution
The aim of this phase is to progress what has been agreed with the customer as a viable and acceptable solution towards a sale. Depending on the complexity of the solution and the procurement practices of the customer, this can range from a simple one-step issue of a purchase order to a multi-stage, multi-party process. It is important you understand the process to be worked through and keep your team updated.
Closing is not closing – it’s the first step of the next engagement. The closure of one sale is the first step of the next sale, of establishing a reference customer and of securing a case study or testimonial for future use. Having secured a customer, you need to ensure a suitable project team is put together to provide the customer with the best experience possible. Ensuring success as a project team is vital.
To discover more about my Consultative Selling Method and how to apply it, purchase my book here.
Let’s recap
Be consultative and learn about your customer and their challenges.
Be yourself and ask inquisitive, intelligent, open questions.
Focus on the customer and how you will make their life easier, using their language.
Use your CRM to guide your path: record and measure everything.
Next up it’s the Sixth Fundamentals of Sales Know-How – Knowing How To Do It More.
If you want to evolve your sales approach to be more consultative and effective, I’m here to help. Check out my services or contact me directly for a bespoke programme of sales coaching at hello@iancartwright.co.nz