Decisive expertise best for Customer
PRESCRIPTIVE: Decisive expertise best for Customer
The VP Sales of OPQ Technologies didn’t mince his words. “I think you guys are having deal closure challenges because you are wishy washy with your Customers”
The sales team wasn’t pleased. “Don’t get it Sir, how do you say that?” asked a senior RM, hardly able to hide his annoyance
The VP Sales said: “Don’t get me wrong guys. Please recognise that our company is in a complex product niche. The Customer is battling an avalanche of information, specially in complex technology solutions like the ones we are offering. Sizing up requirements and evaluating options gobbles up Customer’s time and saps his energies. It’s up to us to proactively step in and help the Customer reach a choice and not leave the purchase process hanging indefinitely”
“Sir, are you saying we aren’t doing enough?” asked an Cluster Head
“Sorry guys” said the VP Sales “I’m afraid I’m failing to get my message across. I will tell you a personal story that will convey the point I’m trying to make.
For all electrical issues in our home, I have a retainer electrician. In case he’s not in town, I wait till he returns. I don’t call anyone else. Why do I trust him so much? That’s because he not only knows his business, he doesn’t allow me to get paralyzed with confusion. He becomes prescriptive whenever needed. Last week we had a problem with some of our light fixtures and power outlets. I wanted to change them all. But my electrical wizard was firm. He said only one outlet point needs a change. He asked me to leave all the other fixtures as they are. Saved me so much of time, money and anxiety I paid him extra.
You guys need to do the same. Become prescriptive when Customers dither and keep decisions dangling because they are unable to choose. You do that and I assure you, your closures will improve dramatically”
Sales experts know that ‘responsive’ doesn’t always work. For complex products in niche segments, ‘prescriptive’ does the job. They recognise that excess of information and choices just bewilders the Customers and leaves decisions hanging. Also they are aware that typical B2B purchases involve quite a few stakeholders drawn from multiple roles, functions and geographies. Sensitive to this “tyranny of choice”, they are mindful of the post purchase angst that B2B buyers often experience over whether they have made the right choice. Considering all these pressures on the Customer, experienced sales professionals become prescriptive,with decisive expertise that help Customers make informed and beneficial choices.
What’s more, such value adding, cost and time saving prescriptive recommendations, earn the trust of the Customer
Action Question: List all your open deals still under discussion. In how many of them can you use a prescriptive approach to help speed up closure? How?
Related Reading: Mercuri In Essence Document on Become Buyer Obsessed for B2B Sales Success
About the series: This is the 31st in a series of 100 Posts that purport to build your #Sales Resilience.. as an individual salesperson, as a sales team, and as a sales organization. Because a Resilient India needs Resilient Sales.
Explore your Knowledge Centre
Mercuri Mail is a thoughtful compilation of meaningful articles drawn from Mercuri India archives, and from timeless management literature.Read more
In Essence documents are annotations of insightful publications in academic journals of repute, fostering sales excellence.Read more
Selling is Beautiful
Whatever the size of the quota, your sales team can crush it, with these Sales Tarot cards, lived one at a time.Read more
Build Your Library
Extreme Money: The Masters of The Universe and The Cult of Risk - Satyajit DasRead more
“If banks cannot be truly Customer intimate, they are doomed to be just dumb commodities, acting behind the scenes, like utilities” – J P NicolsRead more
How can the Sales Training Professionals of today design learning experiences that engage and inspire sustainable excellence in their audience?Read more
100 WAYS TO SALES RESILIENCE
In this series "100 Ways to Sales Resilience" we share simple yet powerful ideas that you and your sales people can use to overcome sales challenges ahead.Read more