HOW You Sell Is More Important Than WHAT You Sell

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As you can imagine the sales leaders in our group are also BIG purchasers of sales and marketing technologies. So you might expect that as solution-oriented sellers, the business and operational value of the solutions they purchase would be the dominant factor in their purchasing decisions. But you would be wrong!

Almost all the sales leaders remarked that the value and fit of the technology they invest in were NOT as impactful to their own purchasing decisions as the experience with the vendor’s sales team. Yet, this isn’t surprising when you consider that Salesforce’s State of the Connected Customer report shows that 80% of customers say the buying experience a company provides is as important as its products and services. And in the complementary State of Sales report, when salespeople were asked to list factors which they felt had an extreme or substantial impact on converting a prospect to a customer, listening topped the list. Demonstrating ROI was a distant tenth.



And when it comes to buying experience, news travels fast bulgaria telegram data within the community. More than one leader referenced a specific rep at a technology provider whose demeanor and approach completed turned them off and caused them to lose their business! This means that when it comes to the execution of our own sales teams, focusing on buyer experience and HOW you sell is more critical than ever (even when selling to savvy buyers).



In high-growth sales operations, sometimes the most impactful advice we get comes from peers outside of our organization. So if you’re struggling to make that next big breakthrough, consider connecting with a group of like-minded sales leaders in your local community. You may be surprised by the counterintuitive, insightful, and consistent themes you hear!Listening is arguably THE most important factor when it comes to success in modern selling. In his popular TedX talk, The Power of Listening, Getting to Yes author, William Ury summarizes the power of listening across three principles.

1. Understanding: selling is about shifting someone’s mindset. And you can’t change someone’s mind if you don’t know what that mind believes today. In the context of discovery, gaining an understanding of your customer’s perspective is also important because it helps you determine whether or not they would be a good fit for your solution.