Dan Cole is easily one of the best sales trainers in the events business. His manner, style and his effectiveness enabled CES to reach the revenue height of which most of us can only dream. I have been delighted to have had a series of conversations with him focused on driving event revenues and one of the fruits of that labor is this post. Enjoy!
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The Complex Sale: A Few Guidelines
By nature, what makes sales complex is just that: their complexity. Often involving several decision makers and an extended selling cycle, many factors are involved in finally closing such deals.
Complex sales require different strategies and tactics, and also force you to tailor your messaging, conversation and overall solution to each individual audience with whom you communicate. From the beginning to end, your message must focus on the value that your solution brings to the world of each and every person with whom you interact.
If you think your competition is not fiercely engaged in communicating their differentiated value and how they fill your prospect’s void, you’re quite misinformed. And sadly, you’re also wasting your time since this is the only effective way to close the deals.
Want to win? Buckle up and prepare for an extended journey of articulating customized value.
Here are three suggestions:
Tone it Down: Shut Up and be Humble
Many salespeople believe their charm and good nature is enough to garner the business. I guess those qualities help, but if relied upon too heavily, they often foster a patronizing, arrogant “talking down” approach. Typically this comes in the form of an overconfident presentation of sorts and a real turn-off to prospects. It’s important that you’ve maintained an air of humility, deference and respect throughout the entire sales process. The way one accomplishes this is simply to empathically listen and respond to prospects’ issues and concerns. In the case of often-extended complex sale, there are many opportunities to do just that.
Focus on Value: Just Talking Price is a Deal Breaker
“Let’s get this out of the way. How much is this going to cost?” While not surprising, this question often deflates a salesperson. Not so with a professional who anticipates it and takes it in stride. Let’s face it; your solution is multifaceted and well.complex! So how in the world are you supposed to answer this question? You don’t have to…at first.
These is your first opportunity to gently and professionally exert your influence over the impending relationship that hopefully create the dance that eventually wins your company the business. Complimenting the prospect on the price question and politely responding with the fact that their investment depends on many different factors for which you need to gather information not only shows you care, but allows you to start ascertaining what their dominant buying motives are in order to demonstrate value and de-emphasize price. Gently side step this question, and let your competition take that bait.
Go for Win/Win: Don’t make it a Zero Sum Game
All too often, in order to salvage the sale and our pride, we capitulate to the demands of would be customers who are intent on winning the negotiation at all costs. That’s a shame. It’s important for buyers to feel a sense of victory in ultimately receiving the “deal” for which they worked so hard, but why must it be at our expense as a salesperson? While times have changed, I used to find buying a new car a “dirty” experience. That little fake dance I did with the salesperson that “had to go talk to his/her manager” left me wanting to take a shower after I drove off the lot. Sure I won my “deal” (little did I know) but often, it was a nasty experience of superficial give and take. Yuck.
Provided that you and your company operate in an ethical, moral and legal way, and given that you have proven value, you are just as much entitled to receive the same courtesy in return from your prospect. Just as your prospect is entitled to a fair deal, you’re entitled to make a profit. It’s only fair. Sincerely focus on Win/Win and then see what happens. If you or they focus on Win/Lose someone’s going to lose in the long run, probably you.
These three aspects are what I consider to be amongst the most important ones to help you be successful. Try them! Most of the time it’s not the sale just your approach that creates the complexity.
Happy Selling!