 Anyone in sales can feel the difference in their industry. The change is palpable-but what is it really? For most industries sales are still happening, business is still running but it seems.................harder....................or slower..............or just different. Indeed the market is different and market changes require changes in the selling process. Those who can adapt quickly have a much better chance of surviving, and thriving in spite of the change. Those who spend their energy looking back at what WAS will simply not make it.
The New Secret Weapon of Selling
If you look closely at buyers you will find that what most of them are looking for is more dialogue. Many sales experts call this part of the selling process "meaningful dialogue." If we imagine that meaningful dialogue used to be 5% of the selling process prior to the economic downtown than you should count on it being approximately 50% going forward.
But What Do Prospects Want to Talk About?
Prospects want to talk about value, about features that are important to them, and about price. In short-prospects need to know they are making the right buying decision and they no longer trust salespeople to TELL them what they need. This need for more information takes time and thus expands the time it takes to make a sale. This is what gives us the idea that things are harder. So, if you have traded on your good looks or a one-size fits all approach in the past then now is the time to focus on factual information about your product, individual needs of each buyer and having lots and lots of meaningful dialogue with prospects. |
