Wishes alone won’t make it happen. When you have decided that your company’s future lies in broadening your reach—either through adding new products, becoming more service- than product-oriented, or adding technological improvements—be sure your sales team knows how to effectively present this new value proposition to target customers.
Heed the following tips (especially important in your strategic account planning) on how to expand your market presence:
- Listen first, and then offer details.
Do not assume your customer will find your new products or services as exciting as you do. Start by understanding exactly what they are looking for, what they need and why. Then you can link your offering directly to what matters most to them.
- Consult, don’t sell.
It is all too easy for “sales reps” to fall into the trap of selling when what they really should be doing is solving problems, sharing insights and adding value. Meet your clients where they are, learn about their situation and find out what problems need solving. Ask probing and provocative questions that will, hopefully, lead your customers to the conclusion that you can really help them when it counts.
- Offer insights.
This is the way to provide client value. Present thoughtful and provocative questions, ideas and possible solutions from an outsider’s perspective. This will help them far more than a lengthy list of what you offer or have done for other clients. Buyers care most about what you can do for them and what will happen if they do not act.
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