There was a time when leading the sales process was very easy as buyers depended on salespeople to be the expert. Today, buyers are much more educated and informed and will at times tend to lead the sales process themselves, but don't let it happen.
As a Service-Minded salesperson you are there to lead buyers through the sales process and help them make a quality decision related to your offering. Leading does not mean controlling; there is a difference between the two. When leading, you allow the buyer to follow. When controlling you leave them no choice. Buyers like choices.
Here are five key areas you want to lead buyers into discovering or confirming.
- What problem they are solving or goal they are attaining that will support their company initiatives and plans.
- What their decision making criteria is.
- How any solution matches with their goals and criteria.
- They are convinced of the value and return on their investment.
- They are convinced and comfortable working with you.
It is the salespersons responsibility to help them understand these five areas.
So how are you doing at leading? If you want to take a quick look, answer the questions below.
- Are you assuming leadership of the sales process?
- Do you explain your process up front and get the buyers buy-in on following it?
- Are you willing to walk from companies that will not allow you to lead or follow a good process?
- When you receive fluffy, surface answers to tough business questions do you settle or ask a deeper question?
- Do you ever deliver or present your solution without confirming that the buyers understand the value tied to their problems, goals or vision?
- Do you accept when you are told you will not be meeting with decision makers, or do you sell them on why you need to?
- Do you let your good feelings about the deal or conversations cause you to take short cuts in your process?
Being a Service-Minded sales person does not mean you will win every deal you are involved in, but it does mean you will help your buyer be very clear about the value you offer and follow a quality buying process. To do this will require leadership.