Provoking the sale: One crucial meeting?
- Sales Acceleration, Most Recent Blogs
- sales, geoffreymooreSolutions Insights, Selling, Solution Selling, Solutions Marketing in CategorySales Acceleration,
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This article outlines one of the most difficult jobs of any company which is, of course, the "hard sell" to their clients. And it is exaclty in this way that solutions differ. AS this article outlines it is imperative that sellers understand their clients extremely well in order to provide a solution - unlike a commodity which focuses on generic trends. Of course, when selling, you are often talking to senior management which ties in very well with another article on this webiste: Lessons from IBM's CIO community (http://www.solutionsinsights.com/blog/2010/5/7/lessons-from-ibms-cio-community.html) which outlines exaclty how sellers should take theri knowledge and expertise to the CIOs they are selling to. In particular, this article outlines two major areas which ties in well with this article. It identifies What exactly senior executives really value, including extending their professional networks, influencing the direction of organizations, and sharing best practices; the article also looks at what the four core objectives of these executives are. Of course, the second part of the sell is maintaining those customer connections once they are established, as well as even outlining in that 'one crucial meeting' that you will be doing this for them in the future. Another blog effectively outlines this which is fantastically named "Four steps to strengthening B2B customer connections" (http://www.solutionsinsights.com/blog/2010/5/19/four-steps-to-strengthening-b2b-customer-connections.html) and complements this article as a follow-up. Specifically it highlights the necessity of not just selling but maintaining the sale through close customer connections. These connections are essential to: 1. Gain deep insight into customer wants and needs 2. Gather input and advice on potential new offerings 3. Uncover new opportunities and co-create solutions 4. Obtain references, testimonials, and proof of value delivered It is important to remember that solutions marketing is a relatively new term, and the techniques, tips and tricks are still being developed. But solutions are gaining traction as customers identify it was the way to extract the best business practices from their consultants, and vice versa.