Everyone you know, yourself included, has had a run-in with a bad salesperson. Maybe they were too aggressive. Maybe they were unknowledgeable. Or, perhaps, they just couldn’t take “no” for an answer. As someone who relies on connecting with others, it’s natural to feel apprehension about trying a new sales strategy for fear of becoming that individual.
It’s important to keep in mind that authenticity is one of your top tools in your sales arsenal. That doesn’t mean, though, you can’t modify your process in natural ways. If you’re experiencing downward sales trends or can’t seem to convert more leads, consider updating your sales strategy.
The Old Sales Strategy
Relying on high volumes of contacts or creating high-pressure purchase environments doesn’t match with today’s buying climate. Regardless of the industry, buyers are more informed than ever before. Even when dealing in complex sectors, successful companies have found ways to simplify the buyer’s journey. If your prospects aren’t converting, or you’re struggling to close-out leads, an outdated sales strategy may be why.
The New Sales Strategy
Treat your buyers like partners. Rather than the old “tell and sell” sales strategy where you speak at your leads, telling them why they need your product/service or explaining to them of the benefits, consider walking through the process alongside them. Not only does this allow you to simplify the process and build trust, but by joining them in the journey, you’re far more likely to identify questions, concerns, and opportunities they may have.
This may sound like a very obvious technique; however, this sales strategy is highly successful and has yet to become ubiquitous within sales communities. In fact, according to a 2019 Gartner buyer survey, only 24% of sellers consistently use a “sense-making” approach with their customers.
In their takeaways from pandemic-era sales, the LeadSquared team acknowledged, “The usual hard-core selling approach did not fare well for most […] Winning trust became crucial to win a deal. We [have] had to become trusted advisors instead of just typical salespeople.”
By adopting a consultative sales strategy, you can not only enhance your relationships with your customer base and increase your sales, but you can also remain more in-tune with the opportunities and pitfalls your product/service may be encountering in the marketplace. The days of the high-pressure, slimy salesperson are over. It’s time to welcome in the consultative sales partner.
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