Here is one of the most common sales issues thwarting sales teams across all business sectors: “I know we can help them, but they won’t return my calls or email.”
It’s frustrating — if you can’t get in, you can’t sell.
This is where some sales staff blame the product, beg for discounts, turn to gimmicks, or lose hope.
It’s possible you are being ignored, but most likely they’re listening and all they hear is blah, blah, blah.
The solution is simple
Think about it — when someone hears your message, but doesn’t react, there are only a few reasons why:
- They don’t value the benefit you’re offering
- They don’t believe they have a problem worth fixing
- They don’t believe you can fix their problem
- They don’t believe you can create an opportunity worth owning
- They don’t believe there’s any value in working with your company
- They don’t have money to spend on the solution you’re offering
There can be other reasons a person won’t return your call or email, incompetence and dereliction of duty are two, but the things listed above cover the overwhelming majority of reasons you can’t get in.
The most likely reason you can’t get in is because you’re not quantifying the benefit(s) you offer or giving your prospect reasons to believe your offer is real.
Here’s how many salespeople communicate
Here are what prospects often hear when a salesperson is trying to get into their office:
- We can improve your business efficiency and productivity
- Our solution includes state of the art technology and advanced features
- No one in our industry has a solution as comprehensive as ours
- Our solution includes world class customer service and support
- I’d like to meet with you to learn more about your company
The list goes on, but you get the point — there isn’t a good reason above to meet with someone. Nothing noted is compelling or interesting enough for most business leaders to give you a conversation.
Here’s how salespeople should communicate
Here are examples how the points above should be communicated:
- A typical client reduces their time to market by 30% and is able to complete 50% more projects annually
- Our solution includes robust features that eliminate the need for user training, increase system availability, and reduce the common costs of maintenance by up to 60%
- We offer an unequaled, purpose-built solution known to take all the hassles out implementation — reducing the level of support required by your staff, reducing the time and cost of installation, eliminating the need to manage multiple vendors, and reducing the number of return site visits necessary to commission your system for use
- Our solutions includes full access to our 24/7 Customer Care Center – email, chat, and telephone response; built-in procedures to escalate thorny problems, express delivery of replacement parts, and guaranteed response times. Our services plan reduces down-time, maximizes availability, and effectively eliminates the need for costly onsite support
- I’d like to meet with you to share how we’ve worked with companies similar to yours, saving them up to 40% on their annual costs, quickening their time to market by 30%, and increasing the number of addressable projects by 50%
Again, the list above isn’t exhaustive, but an example of how to make a conversation with you more compelling to a targeted audience. The key is tying your offer to their core concerns. For example, if you’re selling sales training to a sales executive, talk about the way your services reduce sales cycles, reduce the pressure to discount, increase close ratios, improve quota performance, etc. The idea is to qualify the things you do for your clients as opposed to talking about the things you do.
People are more willing to talk to others who approach them from the perspective of their worldview and offer tangible solutions and improvements to their piece of the business.
Focus on the things you do for others and relate past results with similar clients — that’s a simple formula to make your offer to meet more attractive.
What say you?