Come to the Edge, he said.
They said - "we are afraid"
Come to the edge, he said.
He pushed them...and they flew.
Companies need to change. People need to change. But two things are especially relevant about change
People and companies need to change
People and companies HATE to change Tip: The challenge isn't just to help the customer solve a problem.
It's also to help them through a change.
Why is this so important? Because no matter what products or services your company has to offer, every time you contact a prospect the thing you are selling represents some kind of change.
Here is the most useful and productive attitude with which you can approach this thorny issue:
1. This company / buyer needs to change
2. They hate change
3. I can probably help them change and get what they really want
4. The first have to recognize they need to change
5. They then need a solution to make the change happen
6. They need to see the value in changing
7. How can I help them?
This is a world apart from an approach that begins with, "Hey, whatever I'm selling, they need it." The seven statements above are "pulling" the buyer toward a desired goal. The "Hey, they need it" approach is pushing the buyer. And nobody wants to deal with a pushy salesperson. The thing that every successful salesperson is really selling, always, is a change that adds value to the customer's current situation.
From Here to There
Every prospect or customer we call upon has a current way of doing things - a current version. They're usually pretty happy with this process; otherwise, they'd have changed it before now. They have something that works. They're getting a reasonable return on their investment in it.
But a "value solution" is the thing you believe you can do to help these people. The difference between what they are doing now and what they can do if they change is the "value difference." Your job is to help them come up with the metrics - guesses, if necessary - about what that value difference would be worth to them.
This isn't an alien process for them. They're constantly looking for value differences already. They are reengineering, changing processes, retooling, and upgrading all the time. Your goal is to help them see - and quantify - the value difference that your solution has to offer.
Use change as a lever to get into those companies and start the ball rolling. Someone has to start it, so why not you?