Collaborative selling trumps dictation. The ease of selling a jointly owned solution far surpasses one that is imposed on the customer. Here is a simplified scenario of an early-stage opportunity before a proposal has been sent, which may not be too far from reality.
First, let’s explore the Sales Executive’s perspective:
- I have identified the pain points the customer is facing.
- I have demonstrated how our solution has benefited others.
- I have confirmed that I am speaking with the Economic Buyer, who is also my Champion.
- I understand the decision-making process.
- I know which competitors we are up against.
Now, let’s hear from the potential customer’s viewpoint:
- The Sales Executive presented their solution based on the issues they perceived I was facing.
- They inquired about my role in the decision-making process, and I mentioned it’s just me for now until I need to involve others.
- They asked about other companies I was considering, and I mentioned Acme Inc.
What do we observe here? The Sales Executive is taking a seller’s perspective, employing a qualification model, and utilising discovery to pitch a solution.
How could adopting collaborative selling change this dynamic?
Selling from a Buyer’s Perspective necessitates the sales executive to think like a buyer and walk in their shoes. They need to shift from “how do I sell my solution” to “how do I help the buyer discover the value I can bring.” This requires a conversation between equals, and sharing ideas to collectively create value.
The journey is straightforward:
- Initiate a collaborative conversation about potential risks and opportunities the buyer may be facing. Have something to share to kick-start the conversation, then verify its significance to the buyer and ask enabling questions to help them understand why change is necessary and its business impact.
- Gain a commitment to involve others in agreeing that change needs to happen.
- Discuss what they might need to implement the change and develop their ideal solution criteria. Consider how the cost of implementing the change compares to the value it delivers.
- Gain commitment on the solution criteria and the overall business case.
In this collaborative exchange, the sales executive enables the buyer to:
- Discover their business reason for change and quantify the value of that change.
- Establish solution criteria and qualify for themselves whether proceeding is worthwhile.
Now, let’s reconsider the buyer’s perception:
- The sales executive helped me identify the need for change. I’m ready to champion the conversation and involve my colleagues who will also be impacted.
- We’ve recognised the need for change and its business impact. I’m eager to make this happen.
- Working together, we identified what needs to be in place for the change. Viewing it holistically was useful; technical differences aren’t my forte.
- I’ve shared the proposed solution criteria with my colleagues, and we agree. We’ve put forward a business case.
- We need to go out to bid, but having worked with your sales executive, you’re in the strongest position. You helped create the business case.
From the sales executive’s perspective:
- The potential customer confirmed the business issue they want to overcome.
- The Champion has gained consensus among their colleagues for the need to change.
- The business impact has been quantified, and they see the need for change.
- Solution criteria have been identified, and a business case has been constructed.
- The Champion gained consensus on the criteria and business case, forming the basis for our proposal.
- Key stakeholders have been identified, and they all agree on the solution criteria.
- The Champion expressed interest in working with us, but we still need to collaborate to ensure alignment with procurement.
In conclusion, adopting a collaborative approach ensures:
- A strong Champion aligned with the value you provide and the ability to influence the decision-making process.
- Buy-in from key stakeholders based on a shared vision and expectations.
Can you guarantee 100% success? of course not. Will you increase your win rate? I have to say 100% yes.
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