Category Archives for Unconsidered Needs

Donald Kelly, The Sales Evangelist, TSE Hustler's League

TSE 885: TSE Hustler’s League-“Dog Chasing A Car”

Donald Kelly, The Sales Evangelist, TSE Hustler's LeagueImagine a dog chasing a car in your neighborhood. He’s chasing the car with every ounce of effort that he has, but clearly, he hasn’t developed a strategy: what will he do when he catches it? As sales professionals, we need a clear strategy for prospecting so we know exactly how we’ll delight the prospect once we get the prospect to say yes to the first appointment.

Today on The Sales Evangelist Hustler’s League, we’ll talk about how to delight the customer early in the process.

Try to identify one piece you can apply to your own sales process immediately in order to delight the customer.

Delight the prospect.

Your goal is to do something for the prospect that your competitors aren’t willing to do or aren’t capable of doing.

Find a small way to delight the prospect early in the process.

  • Send a thank you card.
  • Use video to grab the prospect’s attention.
  • Invite the prospect to an event unrelated to business.
  • Interact on social media.

Teach something new.

Forbes reports that the salesperson’s ability to teach something or challenge the prospect’s thinking drives more than 53 percent of transactions.

Instead of telling the prospect about your product or service, tell him how it solves a problem he has.

If you don’t have any data to provide to the prospect, do research to find data. Give him tools to address challenges or pitfalls.

Address unconsidered needs.

Take advantage of your prospect’s unconsidered needs.

Your customer isn’t as experienced with your product as you are, and he doesn’t even realize the problems it can help him solve. Help him discover the problems your product solves even if he doesn’t realize he has those problems.

As an example, if you’re seeking to hire a salesperson, I might tell you that your hire will be nine times more likely to fail without any kind of sales training. Conversely, it will be three times more expensive to hire a salesperson and then provide training to help him succeed.

I can use data to convince the prospect that spending money to train a salesperson is less expensive than employing an untrained salesperson. If I identify an unconsidered need that he wasn’t aware of, I can get the prospect to say yes to sales training.

Come to the table as a leader instead of as every other seller who is engaged with your prospect. The sales arena has evolved, and buyers have, too.

“Dog Chasing A Car” episode resources

The Sales Evangelist Hustler’s League is our online group coaching program designed to help sellers who have been selling for years as well as those who are new to sales.

Last semester, we focused on building value, and we’re beginning a new semester in the fall. To find out more or to apply, visit the Hustler’s League.

During this semester of the Hustler’s League, one of our students used BombBomb to include video in his emails and engage with his customers.

If you’d like to learn more about video and how to include it in your sales process, check out the Video Jungle podcast, your source for marketing and selling your brand using video. Plan, create and share your way to better content and strategy. You are a brand, and video can help you set yourself apart.

Leave us a review wherever you consume this content, and share it with someone else who might benefit from our message. If you haven’t already done so, subscribe so you won’t miss a single episode.

Our friends at Wiley have provided a free excerpt of the book Stop Selling & Start Leading. Based on research and interviews with buyers, the book provides a blueprint for sales professionals. Read an excerpt of the book here.

They’ve also created a SlideShare free for you to use or download.

Audio provided by Free SFX and Bensound.

Value, What is Value, The Sales Evangelist

TSE 867: What Is Value?

Value, What is Value, The Sales Evangelist

Sales professionals sometimes talk so much about value that it becomes meaningless. We toss it around like a buzzword instead of sincerely seeking to provide value. What is value, and how can you become better at using value more effectively?

Today on The Sales Evangelist, we’ll define value and discuss how you can make it work for you as a sales professional.

What is value?

Value has both a noun and a verb form. When something is held to be worthy or important, it’s valuable. When we treat it as though it’s worthy or important, we’re valuing it.

Most sales professionals use the term value to refer to features or benefits. We discuss the features and benefits of our product or service and we connect the value to those aspects.

In many cases, though, the things we think are valuable aren’t the same things our customers value.

Figuring out value

Sales professionals must avoid misalignment of value. We must understand what our prospects value before we can provide value to them.

Stephen Covey’s book The 7 Habits of Highly Effective People teaches that you must seek first to understand and then to be understood. Before I can expect a prospect to accept my phone calls and hear what I have to say, I must seek to understand his point of view.

How can I figure out what’s valuable?

Figure out the organization’s end goal. What is the organization trying to accomplish? What is the end result? What is the goal of the entity you’re trying to sell to?

If the end goal is to increase sales, to make money, to make great hires,  or to find great talent, know the individual goal will help you provide value.

Discover unconsidered needs

Sales professionals make themselves especially valuable when they become problem finders rather than just problem solvers.

When you help prospects identify needs they didn’t know they had, you become an extremely valuable member of the team. The book The Three Value Conversations calls them unconsidered needs.

Begin by asking current customers about benefits they have discovered since they started working with you. If they have discovered a way to use your product or service to help them solve a problem, other prospects may find the same benefits.

Read magazine articles and news articles to track new regulations that may present new challenges. If you can anticipate problems, you’ll become someone useful to your customers.

“What Is Value?” episode resources

Improve your ability to provide value with The Three Value Conversations and  The 7 Habits of Highly Effective People.

I continue recommending the book Stop Selling & Start Leading: How to Make Extraordinary Sales Happen from our sponsors at Wiley because it is a buyer-based blueprint that can help you increase sales. We’ve made a free excerpt available to listeners because we believe it’s a truly valuable resource.

Check out the Video Jungle podcast, your source for marketing and selling your brand using video. Plan, create and share your way to better content and strategy. Video Jungle offers top-notch, state-of-the-art advice about video.

If you found this information valuable, share it with others who can benefit from it. If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.

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