Are you still answering “why us” vs. The Modern Sales Approach (from @iannarino Elite Sales Strategies)

Chapter 1: The Modern Sales Approach from Anthony Iannarino’s new book Elite Sales Strategies, A Guide To being one-up, creating value, and becoming truly consultative; explains

“The focus of the sales conversation is no longer why us or why our solution.
Instead it’s now about why change and why now.”

But I’m getting ahead of myself!

I don’t know about you but I’ve been to lots of sales training, read lots of books about sales, heard podcasts, and read posts that talk about two things:

1. finding and talking with “the decision-maker”
2. uncovering: dissatisfaction, pain points, & hot buttons

Sound familiar to you as well?

Tackling #1: you’ve read or heard me say there is NOT one decision-maker in corporate decision making – there are decision-makers.

In fact Gartner reports “The typical buying group for a complex B2B solution involves six to 10 decision makers‚ each armed with four or five pieces of information they’ve gathered independently and must deconflict with the group.” PLUS 77% of B2B buyers reported to them that their latest purchase was very difficult or complex. (from Gartner’s B2B Buying Journey published 4 August 2020)

Things have certainly not gotten less complex since the report was published.

Tackling #2: uncertainty often paralyzes prospects/customers and prevents them form moving forward.

But how to create certainty?

KNOW the problems your clients might be experiencing. THEN provide insight, share things that are valuable for your client’s future results. Start with a theory about why, what, and how your prospect could change.

“Treat everyone as if they are smart but lacking some infomraiton that you can offer them to improve their decision-making and better future outcomes.”

I love Anthony’s idea of being conversational equals:
start with a request… THEY share their perspective (something that acknowledges their authority)

• their business
• their industry
• their overall strategy

then ask permission BEFORE sharing ideas

• how other people tackle business challenges
• use industry language to share insights
• help them navigate inside their own organizations

I don’t know about YOU but I can’t wait to read Chapter 2: The One-Up Sales Conversation: Your Only Vehicle for Value Creation. Of course to do that you need to buy your copy of Elite Sales Strategies, A Guide To being one-up, creating value, and becoming truly consultative.

Remember “the modern approach starts by helping your contacts understand their world… helps them recognize the need to do something different and provides them with the ability to improve their results.”