Next Level Selling by Tom Fedro

Author:Tom Fedro [Fedro, Tom]
Language: eng
Format: epub
ISBN: 9781943386529
Publisher: Leaders Press
Published: 2019-06-22T04:00:00+00:00

Ask questions to develop your understanding of the pain problem. Draw out a description of the gap between where the prospect is now and where they want to be. Examine it together from every angle. You want to position yourself in a consultative role so that after you gather the information, you’ll be in a prime position to create a compelling proposal that will close the gap and move them to where they want to be. Of course, bridging the pain gap involves your product or service at a reasonable return on investment that makes sense to all involved in the decision.

With the right information provided by marketing and other company stakeholders, the salesperson can be an effective sniper, expertly picking the right target and hitting it at the right time to close a deal, provided the pain is identified. If the prospect doesn’t have the pain, respectfully move on after creating a primary relationship you can regenerate when the timing changes. Place them on a nurture track so that the marketing team can stay in touch through your email platform and other soft-touch marketing channels. Keep them informed about your product line and what you’re doing, and share any industry issues you discover that could impact them.

Asking quality questions demonstrates that you have done your homework and are ready to listen to the prospect. It’s critical that the prospect feels heard, and that their particular problem is the most crucial problem on the planet to you. Your job is to help them eliminate the pain of that problem. Bring to the table an understanding that you see their problem from many perspectives that the prospect doesn’t have access to. You already know many different clients are dealing with the very same problem your current prospect is wrestling with, so you can help them as a resource, and be an advocate to get them where they need to be, and that is being pain-free.

Lean in, speak out, have a voice in your organization, and never use the word ‘sorry’. – Trish Bertuzzi

I’m going to repeat myself (because it’s essential), but at the highest level, PAM and REP (revenue - expense = profit) will be the same in every single account. How you get there could vary, depending on the particulars of that account. Which vertical are they in? Are they in the healthcare space or the financial sector? Are they a government or educational account? Each of these markets is going to have different pressures, regulations and industry trends that affect them. As a salesperson, you must have intimate knowledge of this information to be seen as a credible resource.

Once you’ve identified that they’ve got a real pain, and they recognize that they must get it fixed, develop the questions to define the dimensions of that pain and the impact it has across their business both overall and within different departments. There is a whole series of questions you can use to illuminate those pieces of the puzzle.

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