Two comment that are so good I have to pass them on. The first is from an insurance agent, the second from the chemicals / plastics industry. Very different products and clientele, but the thought processes and the approaches are remarkably similar – and valuable no matter what you’re selling.
“Great point Bob. I remember as a young agent at NE Financial they had a great program for Target Marketing. The key was to specialize in an area or industry, such as contractors, or veterinarians, or whatever. The point was to find out everything you could about that industry and the challenges that the business owner or professional had so you weren’t just a “product pusher”. You then put together a team of professionals (cpa, p&c broker, commercial banker who all specialized in those industries) and you quarterbacked the group. When done properly you became a real asset to that business owner instead of just another salesman. You will bury your competition once you achieve the role of Advisor.”
“Good points Bob, one time in my career I had to “sell” a product that cost several times the next best alternative, mission impossible, no. But as you pointed out understanding the customer want and I found a key component of what they want is what they value. They may want a chemical that gives high yields, but they value consistency, reliability of supply, and customer service, that may go a long way towards meeting the want of high yields. Normally to get high yields in a process you need consistency in raw materials, reliability of supply keeps them from starting and stopping and helps yields, and customer service is important so you can be responsive to problems and prevent yield issues. So your correct, customer needs are important ore with customers values the jewels I have found in the ore that let me jump the price hurdle and trounce the competitors offering. The real key is sometimes customers don’t know what they value, they will tell you their wants, but the values is what I have found unlocks the purchase order flow. You are so right selling is a process – learn your customer, learn your customer wants, then discover what your customer values, then make sure your offering meets the values which locks up the sale.”