Brave New World
The world of sales has changed dramatically and sales professionals need to change with it. When I first started out in sales, it was a contest. Before heading out, I was trained in all the likely objections I was going to encounter and I was given effective rebuttals to each one of them. Sales was a contest of wills. If I didn't make the sale, that means I let the prospect's will prevail and I needed more training on overcoming objections.
Management Concept
This type of selling worked for two reasons. First, buyers did not see themselves as having authority. Buyers in the 70s were passive. Their psychology was completely different than the psychology of today's Wikipedia/YouTube/ExpressYourselfAnywayYouWantTo/GoogleAnythingYouWantTo buyer. Second, their environment was simple. It did not have the layers of technological and cultural complexity that today's buyer operates within. Sellers could force their solutions on buyers without worrying about what it would take to actually implement the changes required to make the solution successful.
Content Selling
In today's environment, sales people need to move from Contest Selling to Content Selling. This means they must have expertise and be able to offer some form of their expertise at no charge. The potential buyer then becomes willing to trade some of their time and attention in exchange for the free value. Leading with content means buyers will find you when they are ready rather than you forcing yourself on buyers.
Context Selling
Content opens the door but it is not enough to keep us there. Once the door is open, we must shift to Context Selling. Context Selling means we must shift from having expertise on our company and its services to having expertise on our client's context. What is their story? Where are they coming from? What is their culture? What is the history of the industry? Who are the key players? What are some of their proudest moments? What are some of their embarrassments/hurts? Having this context combined with our content enables us to become effective advisors to our clients.
Concept Selling
Context Selling is great but it is not enough for you as a business owner. Context Selling is tied to a specific individual. Corporations don't become Trusted Advisors, individuals do. What happens if an individual, who has developed this trusted and coveted relationship decides to leave your firm? Your only insurance is to move to Concept Selling.
Concept Selling takes all the expertise your firm has gathered about your client and enables you to propose unique and compelling value based on your two firms forming a strategic alliance. This is where your client needs you to take a leadership role. Show them things they haven't thought of or are unlikely to think of. Be proactive not reactive.
Unlike trusted advisory relationships, strategic alliances are between corporations not individuals. You need multiple people in your firm engaged with multiple people in your client's firm. This is the only truly sticky relationship in today's uncertain economy and it is worth striving for.
From Content to Context to Concept
Adrian Davis is a business strategist and trusted advisor for chief executives and business owners. He is a thought-provoking speaker and is frequently called upon to address senior management teams and sales groups on the subjects of corporate strategy, competitive advantage and sales excellence. To schedule him for your event, contact: jclarke@whetstoneinc.ca or visit http://www.adriandavis.ca
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