According to a Forrester Research study, approximately 60% of executive buyers are unsatisfied with their interaction with sellers. Today’s buyers have access to a virtually endless supply of information, and, as a result, place an unprecedented burden on sellers to demonstrate value. In order to meet this challenge and have successful sales interactions, sales reps must change the way they sell and dedicate themselves to the buyer’s success.
There are three P’s today’s sellers must adopt to have successful sales interactions:
1. Personalization
Personalization is an essential part of the modern selling process. One of the major reasons buyers lose interest is that the information they receive from sales reps is simply not relevant to them. In fact, another Forrester report revealed that 78% of executive buyers claim salespeople do not have relevant examples or case studies to share with them. Therefore, in order to differentiate themselves from the competition and impress buyers, sales reps should always personalize their outreach and presentations. From prospect outreach to product demos, reps should tailor each interaction according to specific buyer information such as company, role, industry, and stage in the buying process. By focusing on the buyer, reps can create interactions that are relevant and valuable.
2. Problem-centricity
Extraordinary sales reps must also be focused on the buyer’s business problems. However, only 20% of sales reps who call on executive buyers today are focused on problem-solving. It’s no wonder, then, why so many executive buyers are unhappy with their sales interactions. Reps that address business problems during each interaction can change this by positioning themselves as an important resource to prospects. Additionally, focusing on the buyer’s problems will drive future sales conversations and build trust. Focusing on the customer’s problems will help move the sale along, which creates value for buyers who most likely want to solve their problems as quickly and effectively as possible.
3. Proactivity
Finally, sales reps should be proactive when preparing for sales conversations. They should brainstorm a list of possible objections for their interactions and how to overcome each of them. Amazing sales reps are also proactive in helping their buyers. These reps help their buyers by providing insights and validating industry- and role-specific pains and challenges. These reps helps their buyers improve their business and simultaneously increase their chances of winning the deal, as roughly 75% of executive buyers usually pick a vendor that helps them shape a vision. Sellers who prepare for each sales interaction with a specific customer in mind are more capable of defining a problem and shaping a vision for that customer and company.
Ample access to information has empowered today’s buyers to guide the sales process, and in effect, apply high selectivity when it comes to vendor evaluations. This selectivity challenges sales reps to adjust their selling approach from feature-focused to buyer-focused. Adopting these three P’s of sales interactions will help sales reps make the adjustment and begin having more productive, successful sales interactions.
