When I'm selling, I keep reminding myself of what my experiences are as a buyer. What I hate and what makes me tick. These are the four things that the top sellers I’ve ever met all do: THEY DON’T STALL TO SHOW ME THE SOLUTION Get to the demo. Fast. I want to see what I’m buying. I want to understand it. I want to imagine how my team and myself will use it. You’re not increasing desire by creating a long build-up to your demo. You’re simply generating more frustration at what feels like time wasted. If I like it - good. You have a champion with much stronger buy-in early on. If I don’t like it - I wouldn’t have liked it later too. THEY GET TO THE POINT FAST I’m a fast talker. And I have a short attention span. When sellers spend 7-12 minutes introducing their business case, they’ve lost my focus after 4 minutes max! Be concise. Clean out the fluff. Make sure every word counts. PACKAGING & PRICING ARE SIMPLE Wherever you can reduce the cognitive load, do it. If I need explanations to get to the bottom of your solution or how it works, that’s fine (to some extent). But if I need you to walk me through your pricing and offer, you’re just creating unnecessary friction. Keep it self-explanatory. THEY UNDERSTAND MY PROBLEM. Even better than I do. And they help me figure it out and challenge me to analyze its deeper impact. I think of it as my problem's problem. Bottom line - I like it when things are simple. That’s why buying WINN is simple. That’s why using WINN is simple. When you make everything about purchasing your product easy, the sell becomes easy too. Thanks David Priemer for the inspiration!
Great post and so glad I was able to spark some ideas here Eldad 💡 In sales as with most things in life, the experience is indeed the product! I will say though #1 is a tricky one. I agree that some buyers want to cut right to the demo (or at least think that's what they should do) and I also agree that some salespeople take way too long putting buyers through their "process", creating frustration for their buyers when they should really speed things up - hence your sentiment around "stalling" (especially for educated buyers). But I also think the reverse is true very often. i.e. buyers shouldn't see the demo right away because they're not yet clear what problem the product solves for them. Some discussion with a good salesperson can significantly increase their level of clarity, interest, and motivation. And too often salespeople show the demo prematurely, almost like a crutch or checkpoint in the process, and it can be very confusing to buyers.
Very well said, I would also add that they ask you challenging questions that help you think better about how you're approaching your business and priorities.
Great points.. show they can get value as fast as possible and then the rest is just technicality
Co-founder and CEO at WINN.AI | Helping sales teams save time and win more deals | Follow to improve sales focus and win rates
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