Joe O’Neill – There’s been some commentary recently suggesting modern technology is eliminating the need for salespeople. We believe nothing could be further from the truth. The laws of selling are like the laws of physics. Very little has changed about core selling skills in 4,000 years. Building trust, asking high gain questions, understanding needs, focusing on value, and helping your customer make an informed decision are still so important. What has changed is the context and the challenges to making a wise and informed decision.
Relying solely on product knowledge means a salesperson can be replaced with a website. But the salesperson who can leverage deep knowledge of the product or service and with confidence and skill frame those features around an even deeper understanding of the unique needs of the customer/prospect, emerges as the trusted advisor who always delivers for their customer. It’s the difference between winning and losing.
Why is the need for elite core selling skills greater than it’s ever been?
It’s complicated!
- Products and services are becoming more complex, customizable, and scalable. So, they “do a lot more.”
- Challenges in taking overwhelming technical capability and distilling it into practical customer value.
- Salespeople have to overcome the irresistible urge to sell a product and instead focus on solving a problem.
- Buyers are much more informed about most products and services. Product knowledge alone won’t get you very far.
- Uncertainty pervades the global economy because it’s not going away. It has never been more difficult to make an informed decision.
- The multitude of communication methods has reduced face to face contact. So, communication; building rapport, crafting a clear message, and reading buying signals is far more difficult.
- You need asking for action skills to help your customer make an informed decision.
- The pace of change is accelerating. An effective salesperson needs to keep all their skills razor sharp.
- Competition is becoming fierce across the board. Technology is lowering barriers to entry.
With all these complexities, the need for human interaction is increasing. So, a trusted business advisor who offers guidance, perspective and support is a basic need for any buyer.
Companies can no longer treat core selling skills as a nice to have. Because, in this brave new world, it is the foundation for a successful business.