In B-to-B selling, salespeople sell to businesses that have customers. The services or products they offer often have to do with the services or products their (potential) customers sell.
I often coach salespeople in the field, and this practical experience helps me experiment and try different approaches during sales calls. There is one experience I went through, which lead me to the title and content of my posting of today.
Some years ago, I joined a salesperson in Germany for a day in the field. His planning for the day contained a prospect who showed interest in the products he was selling.
During the ride, I asked him what his objective for the meeting was and what made the prospect agree on the appointment. He answered that price was most important and secondary, the product specifications.
The meeting was attended by the owner, the commercial manager and the technical manager. Technicalities and price dominated the conversation. The salesperson was solely focused on the technical manager. Next to that, not one compelling reason to buy his products was uncovered. At a particular moment, the discussion became so dull that I decided to interfere. So, I stepped into the conversation and asked the owner the following question:
“Please tell me what type of customers you sell to and why they buy from you?”
The gentleman looked at me surprised and answered the following:
His father started this business more than thirty years ago. He went on to tell us how the company developed. Their market consisted of users of heavy machinery for farms, trucks and transport. They would be available 365 days a year to service their customers. Their customers bought from them because of their service, involvement and quality of products.
I then asked him: where does price play a role? “Nowhere,” he said. “We don’t compromise on price or service. And our customer retention is extremely high!”
I looked to my coachee and said: “Please continue about how we can add to their success”. Astonished, he pulled himself together and followed through on the customers of his prospective customer.
Conclusion: Find out who your prospect’s customers are and why their customers buy from them. When you get to know that, find out how your solution can help them develop their business more successfully. There is where selling value starts to add to your success story!
How did the meeting end? The order was placed, and we got a tour of the warehouse and technical department. After that, my coachee treated me to a wholesome German dinner consisting of flammkuchen, schnitzel (my favourite) and gebackenen Kartoffeln.
Selling value can be taught and will improve your margins. If you are ready to join us on a journey to enhance selling Value, contact me here to plan a call. You can also book a call with me here.
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