Standing Out In The Crowd

Peady’s Selling Engagement sponsored by IRD Prospector

Welcome to this week’s post on sales and selling success.

The challenge of differentiation; or the way you position yourself in comparison to other media salespeople selling similar or the same products and services. This can be even more difficult when your competitors claim the same effectiveness as you! And if that effectiveness is all about performance numbers the more you’ll resemble everyone else. 

I’m absolutely convinced that salespeople who are seeking to differentiate themselves, must understand which of their capabilities (or perceived capabilities) is most pertinent to the customer. The answer to this question can only occur by taking the time to uncover customer needs and converting those needs into a business opportunity.

Moment of truth

Chuck Yeager the famed US test pilot said: “At the moment of truth there are either reasons or results”

Many traditional and digital media salespeople often encounter customers who have already committed their spending to a different channel. This can be a genuine ‘moment of truth’ where the less experienced operator starts talking about discounts and her performance numbers. The top-end performer however stays calm, chooses to go more in-depth with the customer and demonstrates their point of difference. They ask questions that their competitor in many cases will not have asked and by digging deeper may find that the customer’s ultimate goals are better served with a different outreach through a different channel. 

When you and a customer genuinely collaborate that’s the moment the relationship moves forward, and rapport is built. From there you can float new ideas that help the customer change their thinking and as these new ideas emerge, discussion occurs allowing time to check for feedback, ensuring customer and seller alignment.

You can’t do it selling products

I am so frustrated watching younger salespeople lead their discovery conversations with a focus only on their company, their products or services. Yes, sales can be made this way, however they won’t be customer needs focussed resulting in short-term relationships with potentially high churn. 

Dig deep, be patient, ask ‘business’ questions and seek collaboration on a mutually beneficial outcome.

Until next week, good selling!
 

About the author 

Stephen Pead is a media industry veteran of 30 years with significant experience in direct sales, sales management and general management. He is based in Sydney and specialises in helping SME’s market their businesses more effectively and providing training for salespeople and sales managers.

He can be contacted at [email protected]

 

 

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