BY Tim Londergan
B2B sellers are adopting a more consultative sales process to better serve their customer’s needs and expectations. Their evolving role is forced by increased financial scrutiny and the ever-expanding crew of influencers and decision makers.
Consequently, traditional transaction-focused methods are giving way to more strategic, business-oriented mindsets. Therefore, sales representatives and business development reps are expected to take on a more sophisticated role.
From Transactional Seller to Revenue Leader
Genius Drive is a sales and marketing trainer with a primary focus on value-led growth. They envision B2B salespeople as full-scale business managers responsible for the profit and loss of their own enterprise. In this way, each customer interaction and outcome depend on their relationship with, and their value to, their client.
This is a departure from the commission-based and often short-term connection of B2C or retail affiliations.
B2B buying cycles have become more complex. Customers expect more accountability. Committees have replaced the single buyer/decision maker.
There is a pressing need for a more nuanced approach. Solution: The consultative sales process will cultivate revenue leaders.
Revenue Leaders Behave as Business Partners
The more you know about your prospect’s industry; their challenges and goals, the better you can serve their needs. Similarly, the more you engage through relationships, the more likely you are to be trusted and respected.
An indisputable customer relationship
Genius Drive justifies why the revenue leader role is important, but the primary emphasis is to make yourself indispensable. A dedicated approach focused on sustainable revenue growth for both participants is key.
Take responsibility and ownership
As a true business partner, you become accountable for all interactions between your companies. Unforeseen problems are not an excuse and must be handled professionally and promptly. The relationship is foremost.
Mutual and sustainable growth
This win-win philosophy will foster deeper engagement and loyalty with the added benefit of increased opportunities for referrals. The consultative sales process encourages a focus on specific customer outcomes that can withstand market fluctuations and competitive pressures.
The Consultative Sales Process Requires Persistence
Consultative selling is a customer-centric approach that prioritizes understanding a client's unique challenges, goals and needs before offering tailored solutions. Painstakingly, you must seek to identify and understand the essence of your prospect’s business.
Purpose-driven listening and questioning
Become a detective. Initially, you need to gather information and draw on your best listening and questioning abilities for industry intelligence. Meaningful, open-ended questions will uncover client needs, priorities and pain points.
Thorough research and preparation
The best sellers are good researchers. Studying your prospect’s industry trends, their key competitors and specific challenges is crucial.
Customized solutions separate your offering
Your competitors will try to unseat you. Best them by taking your knowledge and make your product fit your customer. There is nothing generic about a product suited to your customer’s needs.
Communicate your value
You can provide the solution BETTER. Shift the focus from price to value, emphasizing the ROI and long-term benefits of your solutions in customer communications. Measure your offering with new metrics that reflect your customer’s perception of value creation beyond dollar investment.
Develop points of collaboration
The consultative sales process encourages cross-functional collaboration within your organization. Consider what other departments or functions your organization can provide to extend your value.
The Evolution to Revenue Leader is Essential
Purely transactional relationships are short-sighted. Starting every month with a new sales quota and staring down a hollow sales funnel is despairing.
Conversely, companies aligned strategically with their partners are well-suited to duplicate efforts with similar organizations for sustained growth. The consultative sales process assures B2B sales professionals can build stronger relationships, close higher-value deals and drive long-term business growth.
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