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Insight Selling: Just a New Name?

Insight Selling: Just a New Name?I keep hearing about the new thing since solution selling called Insight Selling. Much has been written about it, but I am not convinced much has changed other than the name. In the old days of solution selling, before the buyer could access a plethora of information on their own, we used “Insight Selling” to win and/or enlarge deals. It predominantly was used to find out more about the buyer and their goals, objectives and initiatives, and gain credibility and trust especially when we were selling large, complex B2B sales. The sales person would orchestrate his/her selling team to match those of influence and needs on the buyer’s side.  In those days, we called it role selling. We would match up executive to executive, subject matter experts who came from the industry with those of similar backgrounds on the buyer side, IT with IT, etc. in order to ensure the team was addressing specific buyer needs. Then the sales person worked with each person on his/her selling team to share information and plan the details as they related to both giving and gaining insights.  As experts in their field, the selling team had the benefit of having similar conversations with others at similar firms and would therefore have the ability to share insights, successes, potential risks, limitations, etc. on a  broad range of topics/situations. These insights not only built credibility for the individual on the selling team but also helped buyers see their situation through new and different lenses. Sometimes we changed how they were thinking and sometimes we confirmed their needs, goals, strategies, etc. It seems we have been doing Insight Selling for some time now. So what’s really different? Is it just a new name for role selling?

Janice Mars, Principal and Founder of SalesLatitude, is a sales performance improvement consultant and change agent focused on growing top performers to impact bottom line growth. With more than 30 years of experience as a senior business and sales executive, she helps companies build successful sales teams by maximizing their time and resources, selling from the buyer’s point of view, and strengthening the effectiveness of leadership. View my LinkedIn profile | Twitter

0 Comments

Three Ways to Connect the Dots | SalesLatitude5 years ago

March 11 2014

[…] but it will allow you to have different types of conversations. As I stated in a previous blog, “Insight Selling: Just a New Name?”, use the various roles within your own organization to talk to functionally similar individuals, […]

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Three Ways to help Change the Conversation | SalesLatitude5 years ago

March 10 2014

[…] Use role selling to find out more about different key stakeholders at every level of the organization. We must […]

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Three Ways to help Change the Conversation | Improving Sales Performance – and Results6 years ago

November 04 2013

[…] Use role selling to find out more about different key stakeholders at every level of the organization. We must […]

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Three Ways to Connect the Dots | Improving Sales Performance – and Results6 years ago

September 06 2013

[…] take longer, but it will allow you to have different types of conversations.  As I stated in a previous blog, use the various roles within your own organization to talk to functionally similar individuals, […]

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Janice Mars6 years ago

August 26 2013

Thank you for the comment. I agree that all are relevant depending on what you sell. However, with the plethora of data available at our fingertips, most buyers are too sophisticated and don't see the value in buying purely on product features and functions since product selling is all about the seller and does not take into account what the buyer is trying to achieve. Look at something like a smartphone. It has tons of features but different generations most likely use it differently. My dad, who is 80, uses the phone/camera/internet. I use the phone/camera/internet/music/some apps/text and my nephew who is 16 never uses the phone but uses apps/texts/camera, etc. That's where I think solution selling comes in play. I like how you viewed insight selling closer to the seedlings. Insight selling allows you to find out more about what all key stakeholders and influencers are trying to achieve and build upon the knowledge you garner so you can provide the solution that best suits the individual needs. And, since different levels of an organization have different goals, priorities and needs that all tightly align up and down the organization, it behooves sellers to use multiple roles within their organization to have like type conversations to understand the big picture at all levels. That is why I see insight selling and role selling similarly. I would love to hear your thoughts.

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