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| Tom Wallis of Phocas and Isabel Li of Crystal CG in discussion at the TACK Solution Based Selling Course at De Vere West One, May 2012 |
(Nothing wrong with being transactional when it's appropriate, of course ! )
However none of us begins our career as a trusted advisor.
It is
the status to which most professional salespeople strive to become for trust is earned.
If you are a sales executive, it is worth thinking hard what traits a solution provider
needs to have in order to be considered by your client as a “Trusted Advisor”.
As a solution
provider it is also worth reflecting upon what benefits you would obtain if your clients trusted you more.
Much of this issue revolves around 'perception' of course, but rather than just talk about this ,the delegates formulate some actions that will plant the seeds of that perception of 'being' a trusted advisor in their clients' minds. ( see some of their flip chart work)
Delegates come up with some interesting ideas. They often suggest that traditional selling involves a cross over of 'capabilities knowledge' -such as knowledge of the client company and the products and service they can offer to the client.
The selling skills of the traditional sale centre on conventional selling activities such as knowledge of sales, prospecting , opening the call, investigation, features and benefits, objection handling, negotiation, closing and follow up etc.
The delegates also tend to formulate ideas centred around improving business relationships, through use of interpersonal style mapping. Trusted advisors understand and adapt to different personalities of clients by adapting their own behaviour. ( "Different strokes for different folks")
The selling skills of the traditional sale centre on conventional selling activities such as knowledge of sales, prospecting , opening the call, investigation, features and benefits, objection handling, negotiation, closing and follow up etc.
The delegates also tend to formulate ideas centred around improving business relationships, through use of interpersonal style mapping. Trusted advisors understand and adapt to different personalities of clients by adapting their own behaviour. ( "Different strokes for different folks")
Additional actions include developing the perception of trusted
advisor in your client's minds.
Fortunately knowledge can be collected more easily through the Internet for both traditional and solution based sellers..
Unlike the 'capabilities knowledge' of conventional selling the trusted advisor of the solution sell though employs "Situational knowledge". This involves the client's situation - so becoming a useful source of information by understanding the client's situation is key.
Similarly being able to relate to the client thorough investigation, helping the client by helping the client to understand the implications of the situation and to visualise the solution.
By setting up automatic alerts and using on line business services and subscriptions you can gather practical information on Client companies, their key customers, their relevant competition , key opinion leaders in the trade sector etc. Such information which automatically which saves a lot of time and helps underpin your client knowledge to convey your trusted advisor image.
1. Google
alerts
Google Alerts are email updates of the latest relevant
Google results (web, news, etc.) based on your queries.
Enter a search query you wish to monitor. You will see a
preview of the type of results you'll receive. Some handy uses of Google Alerts
include:
•monitoring a
developing news story on your client companies, your clients' top clients and
your clients' competitors
•keeping current on a
competitor or industry activities in general
•getting the latest
on a individual contacts e.g. MDs the 'good and the great' in your industry etc
or news on events such as exhibitions, seminars etc.
• keeping tabs on a
client's favourite sports teams, interests, hobbies etc
2. Hoovers http://www.hoovers.com/ A Dun and Bradstreet
service top-of-the-line business information
3. One source http://www.onesource.com/ an infogroup company - personalised prospecting ,direct dial numbers, email addresses, intelligence in real time
3. One source http://www.onesource.com/ an infogroup company - personalised prospecting ,direct dial numbers, email addresses, intelligence in real time
4. Get on subscription lists to trade sector specialist magazines to build up your knowledge as trusted advisor. + Put aside some time to read the content!
5. Get on the mailing list for client in house newsletters Read up before next call / meeting.
6. Use Linked In at both the individual cleint contac level but also to build up a list of more contacts/ allies within client companies and also follow and read ( listen) in LinkedIn sector groups and forums.
After lunch energiser at Solution Based Selling to wake us up
after the great lunches from the West One Steam, Bake , Grill restaurant
- You drive for show you putt for doe!
Negotiation case study skills practise at Solution Based Selling
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| 'Wine importer' Peter negotiates with 'hoteliers' Tom and Sally |
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| Leon and Isabel negotiate as Simon listens and observes preparing to give feedback on the " California Here I come" case study |
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| Craig and Jana negotiate while observer Derek listens in and prepares to give feedback |
Related links on Solution Based Selling;-
Solution Based selling – course review
Research for the Solution Based Sell
The Budget 2012 and opportunities for Solution Based Sellers
Your differentiated value proposition in your solution based sell
Solution Based Selling – 6 stage model
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