By David Kriss
Being in the Sales Enablement Technology space, our sales teams are always interested the new features of our software, the product roadmap, the new analyst report. Anything that shows off how are capability is better than the competition.
We recently gave our sales team some bad news. It’s not about the features. It’s about PAIN. The stronger the pain, or business problem you are trying to tackle, the stronger the desire to fix the pain.
Let’s say you break your ankle walking on your way to work (or wakeboarding on a lake). What is your next move? It’s to the hospital to get that fixed. NOW! Whether you have the money or not, you’re going to get that fixed and worry about the paying later. However, you don’t just want anyone immediately pulling and prodding or dumping drugs into you. You want to be properly diagnosed by a qualified, experienced physician to ensure a proper recovery and long term success.
This analogy can be related to how buyers buy in the Enterprise. There are different levels of pain that invite different levels of investment.
Itches and Annoyances can be self-diagnosed and fixed through education and light consultative help. It’s the Acute and Chronic pains that require larger investment and longer term partnership.
What does this mean for an Enterprise seller? There are 3 competencies that become important for a seller to master to get to the pain before introducing features and functions.
- Sincerity – If the buyer only believes your selling them and not helping them, it’s over! A buyer has to believe a seller sincerely cares which means they have to sincerely care!
- Diagnosis – Does the seller understand the buyer’s business and role well enough to know whether their solution can fix the problem? Are they willing to walk away if it doesn’t?
- Solution-ing (not the product-ing) – the seller needs to orchestrate a solution experience for the buyer. They need to SEE themselves in it and BELIEVE it!
Once your past Solution-ing, features, function, company reputation, etc. are relevant to provide comfort that the solution is real and has sustainable success.
The 3 competencies above are not just on the seller to master. The entire organization (sales, marketing, operations) have a hand to ensuring their sellers can engage buyers in this manner. Understanding these competencies can be the cornerstone of your Sales Enablement Program!
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