Insight selling is quickly becoming a must-​have strategy in today’s competitive B2B landscape. Instead of simply presenting a product or service and hoping it resonates, this approach focuses on something different. Sellers instead provide prospects with fresh perspectives and valuable insights they may not have considered before.

“Insight selling is not about feature-​bombing your prospects with product specs,” explain the professionals at The Follow Up.

“It's about sharing insights that help them make better decisions (to buy your product, of course).”

What are the two categories of insight selling?

RAIN Group’s Mike Schultz believes that there are two types of insight selling: opportunity and interaction.

According to Schultz, opportunity insights involve proactively presenting ideas that are likely to lead to a sale. Sellers uncover and present opportunities that the buyer has not considered.

This approach not only drives sales but also builds customer loyalty. RAIN Group found that buyers are three times more loyal to sellers who bring opportunities to their attention.

SalesFuel’s research also supports this. Nearly half of buyers want to work with sellers who provide relevant insight and ideas to help their business.

By educating buyers, sellers demonstrate their expertise and willingness to collaborate, which is a key aspect of insight selling.

The other type of insight selling relies on interaction insights. As Schultz notes, these offer by:

• Sparking ideas
• Inspiring "AHA!" moments
• Shaping strategies based on interactions between the seller and buyer

“These winning sellers help buyers think outside the box by asking tough questions, pushing them out of their comfort zones, and challenging their assumptions.”

And once again, SalesFuel’s research aligns with these suggestions. 42% of buyers seek sellers who exhibit “creative, out-​of-​the-​box thinking.”

Tips to nurture insights

Sellers can focus on specific tactics to inspire both categories of insights. The Follow Up recommends tapping into your own experience to fuel insights.

The most valuable insights and advice come from real customer stories and experiences. These resonate deeply because they are authentic, relatable, and backed by proven results.

 Suggestions include:

• Specific transformations you've seen
• Common mistakes others have made
• Unexpected successes you've witnessed

Another way to offer value through insights is ask questions. And not just any question; probing questions. These are specific types of questions that encourage a specific response, Zendesk explains.

“A probing question is an open-​ended question that nudges prospects toward revealing more information about their situation.”

“Sales-​probing questions help you better understand your prospect’s needs and wants.”

Asking questions that challenge a prospect's current perspective is a powerful way to generate valuable insights. The questions push them to identify blind spots or missed opportunities.

Focus on certain skills

Some skills are more supportive of insight selling than others. Knowing which skills these are, and nurturing them, can help sellers master this sales style.

An article for Sproutworth encourages sellers to focus on the following key skills:

• Research and analysis: Learn how to gather and interpret detailed information about customers and industries.
• Financial acumen: Understand key financial concepts and metrics that are important to your customers' businesses.
• Strategic thinking: Develop the ability to identify patterns and opportunities by connecting different pieces of information.
• Consultative selling: Improve skills in asking insightful questions, actively listening, and offering useful recommendations.
• Storytelling: Learn to create engaging narratives that highlight the value of your insights and solutions.
• Executive presence: Build the confidence and credibility needed when dealing with senior decision-​makers.
• Adaptability: Be flexible in adjusting your approach to meet the needs and buying situations of different customers. 

Mastering insight selling involves continuous learning, honing key skills and leveraging valuable insights to build strong customer relationships and drive sales. By applying these strategies, sellers can effectively differentiate themselves and guide prospects to better decisions.

Photo by LinkedIn Sales Navigator