In the previous parts of this story of trying to drive sales growth, we outlined that Sam is struggling to get consistent results from his sales team. We identified that one of the causes of this is that Sam is not teaching his sales people what to say and ask when prospecting. And this is having a negative ripple effect in the sales operation.
Sam implemented four very simple things to fix this:
1. Be able to Communicate Value
The solution is fairly simple. Instead of only focusing on teaching the sales team what the products they sell do, Sam started teaching his sales resource how the products help the customers. This is the value that that products deliver.
Once the core value offered is clearly outlined, this can be used to create value statements. When prospecting, since it is usually too early to jump right into the product pitch, this is a good place to insert a value statement. This will tell the prospect why it might make sense for them to talk with you and help to plant a seed toward sales growth.
2. Prepare Key Prequalifying Questions
Sam noticed that his sales resources where always just going on and on about the products when talking with prospects. He thought that maybe a better way to go might be to focus on asking key questions to qualify the prospects and extract key information.
Sam simply created a list of five to ten qualifying questions and had his sales resources put this list on the wall and always take it with them. Whether they worked from a script or not, Sam wanted them to work down this list when talking to prospects and trying to drive sales growth.
3. Have a list of Common Pain Points
Another change that Sam wanted to make was to get the sales resources talking to the prospects more about pain. He wanted conversations to focus on what the prospects where having challenges with as Sam started to realize that prospects where most interested in fixing the areas where things weren’t going great.
Although, Sam did not want his sales people talking about any challenges; he wanted them only talking about the challenges that they can help with. In order to keep the sales people focused on this, he gave each of them a list of common pain points that most of their prospects have that are fixed when they become customers.
4. Prepare for Objections
Sam noticed that his sales people were having challenges when it came to fielding prospect objections. And they were the same objections again and again.
A quick fix to this was simply a list of responses for the sales people to use when the objections came up. Sam actually used the qualifying questions, pain points, and value statements in most of the objection responses that he developed.
End of the Story
If you found this story interesting and think the solution makes sense, SalesScripter provides the methodology and software to implement this solution across a sales team and the end result is real and tangible sales growth.