The art is not pitching.

How are you attracting customers? What methods do you use to prospect? Are you using an inbound model, relying on marketing, cold outreach process or combination of everything?

There are many ways to create a lead but once a lead is created, the process really is just beginning. There is now so much evidence to show that even when inbound leads are generated, it can take up to 13 attempts to connect with them. 

So once you have engaged with your prospects what questions are you asking to help them through the buying process? 

In a world where inbound marketing channels are becoming a major focus for companies, what process do you use to help your prospect through the buying process? 

Yes we hear by the time the prospects engages with a supplier or vendor they are already informed about your product or service. However are they informed about the derived value, YOU can help them achieve? 

Most sales people are equipped to answer questions and promote the features of a product or service. However the art in sales is not pitching. The art sits in the questions you ask during the buying process. The art is helping the customer determine something they didn't know. Helping them identify an unrecognised need. 

It's not what salespeople say to buyers, but rather what they ask of buyers, that differentiates them from the competition. Lee Salz

Three simple steps to help the customer become aware of the unrecognised need:

1. Know the true IMPACT your product or service has on your customers. - Knowing the features of your product or service is one thing. Understanding the impact, of how your offering affects the wider business, customers, stakeholders is key.
2. Research your buyer and the industry they work in. Craft some thoughtful questions that provoke your customer to stop and consider things they might have been considering.
3. Share stories and insight on how other companies, people are doing things. This can help them see things from a different perspective.

Attract with message, engage with value, connect with emotion, and sell with proof. Jeffrey Gittomer

Anyone can sell features of a product or service. Customers can research this online and get the information they need without a sales person. The value sales professional offer is the relationship and insight that leads the customer to achieve a better future state.