It seems that the very thing we are looking for – the motive – is something we should study extensively, but we don’t. Buyer motives are tricky. Motives are usually in some form of “pain” or “problem” with the prospect’s current reality, or “unexploited opportunity”(a brighter future that they can realize with your solution).
If we don’t understand their motives, how can we sell to them?
Most salespeople think motives have to do with their products. But that is a myth. Your value is tied to problems you solve or opportunities you help people create by being in their lives. Your clients buy from you because you solve a problem better or differently from anyone else.
What separates the expert seller from everyone else? Can you really position yourself as an expert in your niche? And what benefits will you derive from that? In this episode, Bryan Neale reviews the many types of sales people so that you can see where you fit. Then he gives some ideas on how you can immediately become an expert in your world.
Just completed training for a company where most of their customers see them as 3’s rather than 10’s. Allow me to explain.
In the graphic, you’ll see two boxes…a 3 box and a 10 box on the outside. This is an illustration I drew today in a training for a company who often gets defaulted into a commodity. In other words, when it comes to “proprietary value” their customers see them as a 3 on the proverbial 1-10 scale.
In other words, what you really are is a 10–but your prospects and customers fail to see you there. You do “big box” work but they see you as a “small box” supplier. So what will you do about it?
One method is to educate your customer so they know “how to see you.” If they’ve become accustomed to you showing up when there’s a bid–or begging for business–or just answering calls, then it’s no wonder they see you as a 3.
As I told me client today, if you get the call when your customer is thinking about expansion or strategic planning or the highest level of value, then you are close to a 10.
But if you’re one of five bidders, then you have no relationship…and you’re likely a 3–or lower.
Make a list of the things that you do that most customers fail to see. Don’t overlook the little things…like one of the account execs today schedules quarterly meetings with their clients to make sure the client is getting the most out of the equipment they buy. That’s huge. Do they know that? Do you send a report of your findings up to the C-suite?
What are the other things that you do for your 10 clients? Now, go to the 3’s and educate them a little. Tell them how others use you–how they get the most value out of you.
And remember, if you’re thought of as a 3, it’s your fault, not theirs.