This blogs looks at how your organization can take the high ground in opportunity-rich but hotly contested marketplaces.
AND SO DID SALES AND SELLING
Because new technologies enabled globalization, and globalization empowered new competition (tipping the balance so that there is now a surplus of supply over demand), and new competition gave customers vastly more choice and tended to force down prices, enterprises have experienced an inexorable pressure towards commoditization.
But if you are a service or solutions provider, you certainly don’t want to be commoditized. Quite the contrary. You want to give value and be properly valued in return.
How can you achieve this desirable outcome?
First, recognize the fact that, if you are a services or solutions provider in a business-to-business space, you need to embrace Consultative Selling, as compared with Transactional Selling. Here are the key differences:
Buyer behaviour Buyer motivation
Transactional “I understand your product. What’s your best price?”
- Understands the product
- Perceives it as substitutable
- Cost focus
- Resents time ‘wasted’ with salespeople
Consultative “I need help to identify the best solution to my challenge: help me analyse and solve the issue.”
- Focus on how the product is used
- Interested in solutions and applications
- Values advice and help
- Needs the sales person
Based on Rackham and De Vincentis
Consultative Selling is all about Value Creation, rather than value communication, which actually translates into big differences in the way that successful sales are conducted.
The Next blog will take a brief glimpse at these differences …