Imagine 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.
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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.