When there are potential gaps in technical understanding and similar concerns, you should be focused on how to avoid confusing your sales prospect.
It is safe to assume that your sales prospect is at least as busy as you are and trying to fit ever more tasks into his or her schedule. The sheer volume of competing concerns combined with rushed sales presentations may mean that your sales materials are confusing your sales prospect. When potential gaps in technical understanding and similar concerns are added to the mix, it becomes clear that you should be focused on how to avoid confusing your sales prospect.
As organizations have become more specialized, so has the language that professionals use to describe their work. Unfortunately, this may mean that you are confusing your sales prospect when he or she does not understand terms you are using. It is important to be aware of these potential language barriers because some sales prospects will not be comfortable asking about the meaning of words they do not understand, which creates another barrier between you and the sale. Eliminate this issue by:
In the psychology of selling, a sales person cannot simply propose a product or service to fulfill an unmet need; that would be too easy. First you must have conversations with your sales prospect to find the need, and then create value. However, just because you and the sales prospect have agreed that a need exists does not mean that the sales prospect will make any intuitive leaps to infer value. A common way that you might be confusing your sales prospect is by expecting him or her to understand how the value you are creating fits a given situation. Help your sales prospect understand where the value fits by:
Relationship based selling works with most sales prospects, but if you are not careful to be clear on your reasons for forming those relationships, you may be confusing your sales prospects. This is especially true when contacting a sales prospect at the executive level who may have responsibility for sales inside of his or her own organization; if the reason for your contact isn’t clear he or she might think that you are looking to make a career move, not a sale.
Along these lines, if you are using LinkedIn to generate new business, make sure that your profile is not confusing your sales prospect when he or she checks your page. Base your profile on your current sales activities and sales goals in a more conversational tone than you might use for a potential employer to make your purpose – selling – clear.
Rhys is a tenacious, top performing Senior Sales Recruiter with 11+ years of focused experience in the Digital Media, Mobile, Software, Technology and B2B verticals. He has a successful track record of headhunting top performing sales candidates for some of the most exciting brands in North America. He is a Certified Recruitment Specialist (CRS) and has expert experience in prospecting new business, client retention/renewals and managing top performing sales and recruitment teams. Rhys enjoys spending quality time with his wife, son, and two daughters, BBQing on a hot summer day, tropical vacations and cottaging.