Comment identifier la meilleure approche de vente directe pour un client ?

The best sales strategy is to focus on the customer’s buying journey. What do they need to get to the next stage? Instead of selling, focus on enabling customers what they need to move forward. Customer centricity means ‘giving customers what they need and what they need only’.

Knowing your customer is also about measuring impact. What is the estimated value, what are the risks mitigated from your solution? If you were to go through the exercise of time-traveling with your customer, what does a 3 month acceleration (by your service) mean to their project deadlines, progress on their Objectives and Key Results? And let's not forget, what would this mean to them personally? A promotion? An opportunity to get recognized or do better, and have a meaningful impact? In addition to the functional Jobs to be Done (JTBD), consider the emotional JTBD, and the social JTBD as part of the evaluation process.

As a seller, it is crucial to have a deep understanding of your customer's problem. You need to know how this problem affects them and what keeps them awake at night. The best way to gain this understanding is by asking the customer directly. Once you understand their problem, you can position your product as the solution to their problem. Envision how their life will become better if they choose your solution and eliminate their pain. Finally, show them how easy it is to work with you and what the next steps are. By following these steps, you will see your business grow.

Based on my background, I've found that identifying the right direct sales approach depends on the customer and situation. At one company, I leaned towards consultative sales, enhancing customer engagement by simplifying their journey with strategic product features. Yet, at another, I initiated with a challenger approach, questioning assumptions and integrating customer feedback into solutions to demonstrate transformative value. This adaptability underlines that sales style is not static but dynamic, influenced by the customer's needs and the evolving market context.

In my experience, adapting to customer feedback is crucial for refining direct sales approaches. Utilizing tools like call analysis software, such as Gong, has been instrumental. By reviewing call recordings, I gain insights into areas needing improvement, like communication clarity or objection handling. Additionally, working with a mentor has provided a different perspective, helping identify subtle cues I might miss. This iterative process of listen, adapt, and improve, based on concrete feedback, has significantly enhanced my sales strategies, making them more responsive to customer needs and expectations.

Preferably this does not happen at the end, but asking "Have you ever bought software (in this company) before?" will help you to enable your buyer. You should have seen many buying motions and can help guide your buyer if they are unfamiliar. Get proactive, f.e. by facilitating whitepapers and or InfoSec material that you are confident on they will require. As a result you will speed up your sales, and their buying cycle.