Let’s Get Serious
“I don’t have time for salespeople who want 5 minutes”.
“I don’t want to hear a “pitch that has nothing for me.”
Two buyers in two days. And that was their feedback. Both were sitting in on our sales training sessions. Both were giving honest feedback on what it is like to be a buyer. And both did not take most salespeople they interact with that seriously.
So, how do you help buyers get SERIOUS?
The short answer is that it must address what is important to them, NOT YOU. You need to be clear on what is important to them. But here is my shortlist of what tops the agendas of senior people in organisations typically.
SERIOUS
S for SAVINGS
Can you save them money? Yes, top of most organisations priority lists are ways to save money. But, that does not mean they only want the lowest price. If you can craft a Value Proposition that shows them, you can deliver savings, and it is important to them. They will get SERIOUS.
E for EFFICIENCIES
Can you help them become more productive and more effective? If so craft your Value Proposition to demonstrate how you can do that for them. They will get SERIOUS.
R for REVENUES
If you can help them grow revenue. They will get SERIOUS. Is your Value Proposition crafted to show them how you increase revenue for them?
I for INNOVATIONS
C-Level executives understand the mantra “innovate or die”. They will get SERIOUS if you can craft a Value Proposition that will help them become more innovative.
O for OPPORTUNITIES
C-Level executives are always on the lookout for new opportunities to improve, develop new markets, new revenue streams, new partnerships, leverage new technologies. They will get SERIOUS if you can craft your Value Proposition to show how you can help them realise new opportunity.
U to UNCOVER ADVANTAGE
All CEO’s want to build and sustain a competitive advantage. They will get SERIOUS if you can show them products, services or new technologies that can give them a competitive edge.
S for SIMPLIFY
Freeing up more time and eliminating complexity is so high on everyone’s agenda these days that if you can simplify their lives. They will get SERIOUS. Have you a Value Proposition that clearly articulates how you can do this?
Key Takeaways
There are two critical issues to highlight using SERIOUS.
1) If you focus on what your buyer takes seriously, you will get their attention. Do you know what it is they are SERIOUS about?
2) You do NOT have a single Value Proposition. You must tailor your Value Proposition to the individual or organisation. Every organisation and C-Level executive have different priorities. However, I believe SERIOUS covers most at a very high level. You need to get into the detail.
Regards Ronan
Call me on +353(86) 7732201
Ronan Kilroy | Insthinktive Sales Leadership Ltd. | Blanchardstown, | Dublin 15, | Office 01 8220523
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