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Three Ways to help Change the Conversation

3 ways to change the conversationI just returned from Richardson’s Client Forum and, as always, learned a ton from their visionary CEO, David DiStefano. He said that value is in the eye of the beholder. Many were surprised to learn this fact: 75% of sales people believe they differentiate themselves during the selling process; however, customers say that sales people differentiate themselves only 3% of the time. That is a huge difference! Of course, changing the conversation to value is intuitive for some and difficult for others. However, we are all aware that 60% of our customer’s buying process happens before the seller gets involved, which means we have a lot of catching up to do. So what can we do about it? Here are three ways to help Change the Conversation. 1. Your sales people may have the will but they may not have the skill to have value-based conversations; therefore, you may need to evaluate if skills training is required. There are many firms that can help you develop the right skills to drive the types of conversations that garner each key stakeholder’s goals, strategies, challenging issues and initiatives. 2. Use role selling to find out more about different key stakeholders at every level of the organization. We must provide insights based on diligent research and change the value we co-create with customers to be able to differentiate. 3. And, equally as important, sales leadership needs to be part of fostering change. As sales leaders, we need to change the coaching conversations and help to create and communicate value. Sales leadership needs to communicate that the change initiative is not like moving mountains while demonstrating the benefits of change to the sales team on an ongoing basis. When coaching, set up a 30/60/90 day plan to help each of your team members crawl/walk/run as they try to embed the new skills into everyday conversations with their prospects and clients. And let’s remember that for many, connecting the dots does not come intuitively and sales leaders have to coach to get the desired outcomes. But without skills training, the sales coaching may not yield the desired results. How has your organization successfully changed the conversation?

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


How To Get Meetings With The C Suite - WOMEN sales pros7 years ago

October 16 2015

[…] it with those that you talk to often and see how it changes the conversation. Instead of talking about requests for information and proofs of concept, try to talking to them […]


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