Truth: No product or service has ever been strong enough to sell itself
Engineering-driven companies take pride in the quality, innovation and capabilities of the products and services they develop. Taking great care to incorporate the latest technologies and concepts, they create offerings that are often the best-in-class. At least for the time being.
They are sometimes convinced, at least subconsciously, that their product will sell itself. About all they need is a "Take A Number" machine in their lobby to allow potential buyers to line up and sign up.
Of course, sales does not work this way.
The argument I hear most often is, "Look how many sales we've made without a sales force - our products sell themselves!" The unasked - and unanswered - question is, "How much more would you have sold if you had a comprehensive sales program?"
When sales are made in the absence of a formal sales approach, the sales are known as "Low Hanging Fruit". Here is how those sales happened:
Buyers knew you and your product existed. Somehow or other, the potential buyer was aware that your company existed, that your product or service existed and had at least a vague familiarity of your capabilities. This is the primary function of marketing: awareness. How many more potential buyers could you have attracted with a active sales and marketing programs?
Buyers knew they had a problem. Most significant B2B sales are solution sales. What would you pay someone to solve all of your problems for you? When potential customers realize they have a problem, they seek a solution. Sophisticated sales professionals help customers look past the symptoms and find the real problems in their businesses.
Buyers understood the real cost of their problem. Small problems require small solutions. Customers and potential customers estimate the cost of their problem and seek a solution that is the appropriate price: the solution costs less than the problem. Sales professionals know how to ask the right questions to help the customer learn the real cost of their problem. As an example, does that drop of oil on your garage floor indicate a major problem or a small one?
Buyers are able to ascertain which solution is the best for them based on something other than price. You will never have the lowest price. Even when your customers or potential customers have gone through all of the steps above, lacking any compelling data to the contrary, they will buy on price. Sales professionals know how to overcome the price objection; sales sophisticates know how to eliminate it.
Buyers can go to the next level in their thinking and determine what your product/service will mean to their bottom line and to their customers. This quantum leap in cognizant realization rarely happens. Sales professionals know how to develop a cost justification. Sales sophisticates know how to develop and deliver a qualified and quantified cost justification, such as IRR or ROI (3G Consultative Selling) and to demonstrate how their solution will impact the customer's customer (Supply Chain Selling).
So, the low-hanging-fruit buyers are the ones who know how to work through the steps above and choose your company. Could there be potential buyers out there who are not working their way through this process?
The single, most important function of sales is to teach. When customers and potential customers know what you offer and what that is worth to them, they buy from you. Will you trust them to figure it out on their own?
The old - and inaccurate adage - "Build a better mousetrap and the world will beat a path to your door denies three assumptions:
The world knows you have a better mousetrap (marketing)
The world knows where your door is(sales)
The world knows they have mice
If any of these assumptions are not met, the world could care less about your mousetrap. A comprehensive - and coordinated - sales and marketing program addresses all three.
Is there someone in your organization who needs to hear this message?