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How to Help Your Sales Team Have Better Sales Conversations

Businessmen or salesmen with briefcases knocking at several doors in a green field

As a sales leader, are these problems plaguing your salespeople?

  • They rely too often on features and functions rather than business value
  • They are unable to differentiate from the competition
  • They’re selling too low in the organisation
  • The deals always come down to price

If so, you’re likely dealing with a problem in sales messaging. Your reps don’t know how to effectively articulate the value and differentiation of your solutions in a way that has meaning to the customer. Don’t waste another month waiting for a miracle to happen. Put what is needed behind enabling your sales team to drive consistency in the sales conversations.

I am not talking about developing scripts and canned responses to customers. Effective sales messaging starts with building alignment across your company around these essential questions

What problems do you solve for your customers?

How do you specifically solve those problems?

How do you do it differently than you competition?

What’s your proof?

You cannot grow your sales revenues without defining these answers for your sales reps. So before you rally your troops and get them to cold call or go to their accounts to get bigger proposals signed from current customers, take a step back and think about whether you have clear alignment across your company around those essential questions. That’s not just on you as a sales leader. It’s a company-wide initiative.

Good salespeople ask investigative questions to uncover pain points and needs with true business impact. They also understand the basic value of listening to a prospect’s responses. However, a truly effective discovery process means digging deeper with insightful questions.

Many reps accept simple answers to questions and launch right into features and functions without digging deeper. You don’t want them offering up a remedy or solution without getting a full understanding of the prospect’s pain. Teach them to keep asking questions until they get there. Otherwise they’ll lose too many deals late in the sales cycle or will be forced to consistently lower the price.

Too often, salespeople rattle off differentiators that may be compelling, but not important to the customer. If your reps are doing this repeatedly, their customers are likely thinking your solution is more than they need. Instead, give them a framework that teaches them to ask questions that elevate your differentiators in a way that distinguishes your solution from the competitors.