In sales, there’s an enormous difference between finishing first and second. First-place finishers build the sale and pocket the money, whereas second-place finishers leave empty-handed.
To better understand the difference between these three, Mike Schultz and John Doerr, they both are from the sales training and consulting firm of RAIN Group. Both of them studied almost 700 business-to-business purchases made by buyers responsible for $3.1 billion in purchasing power for their recently published book, “Insight Selling: Surprising Research on What Sales Winners Do Differently”(Wiley, 2014).
They have shared their experience from these buyers and said that winners sell radically differently than second-place finishers. They had found that winners exhibit a specific combination of behaviors to achieve better outcomes than other sellers.
There are 3 levels and how sales professionals will incorporate them into their current methods. And these three levels include:
- Connect
- Convince
- Collaborate
Level 1: Connect
Winners connect in two ways. First, they easily connect the dots between customer’s needs and their company’s products as solutions than second-place finishers. Second, winners connect with individuals. consumers believe that winners each listened to them and connected with them personally more usually than the rest.
Connecting with people and connecting the dots sounds heaps like relationships and solutions selling to us. Connecting with consumers on each level continues to be important to winning the sale. whereas sellers used to win on Level one alone, now it’s just the way to get your foot in the door.
Level 2: Convince
Winners convince consumers that they will reach maximum return, that the risks are acceptable, and that the seller is the most suitable option among all choices. several sellers aren’t sensible at convincing consumers, and large portions of sellers aren’t even willing to convince. when they can and do, they win a lot of sales.
Level 3: Collaborate
Winners are collaborative in how they work and what they are doing. they’re perceived by consumers to be responsive, proactive, and simple to buy from. And consumers believe winners collaborate with them throughout the buying process by operating with them to realize mutual goals. consumers perceived collaborative sellers to be integral to their success.
Those who apply these three levels as a systematic approach to selling — and apply it well— not only see themselves in the winner’s circle more often, however also maximize consumer loyalty and generate the foremost referrals.
In addition to determining the above mentioned 3 levels of sales, from the buyer’s perspective, these 3 levels mean that the majority of winners were separated from the people who were second-place. It was founded that out of 42 factors, the one which separated winners from second-place finishers was: “educated me with new ideas and perspectives.”
So by educating all the buyers with these ideas, winners can share their concepts behind their increase in sales. So that this can bring a major impact on the buyer’s goals.
Buyers typically don’t know alternative opportunities exist until sellers take the time to share them, however, once they do, it influences the buyer’s agenda for action. But it doesn’t mean sellers can simply throw concepts out left and right and see if one thing sticks, however, that always try to transfer their passion and energy to their buyers’ minds.
While there has been a shift in the method consumers purchase, the basics that are true for decades are still necessary. However, just sticking to the basics isn’t enough to win sales, it requires more strategies.
To win these days, you need to also concentrate on differentiation, ROI, and collaboration. Therefore do this while leveraging concepts and you’ll win significantly more often.
