Think like Ryanair and sell better

Not everyone's cup of tea but plenty we can learn from

There are things we can learn from as professional salespeople

Suspend any prejudice you may have an look at these with an open mind

Welcome to the April Edition of the Sales Today newsletter for B2B sales professionals, especially the 3058 subscribers

As it's monthly I want to share plenty for you to consider and to impact your selling

So what to expect

• Spotlight - Think like Ryanair and sell better?
• News - a free book (because I got annoyed)
• Podcasts - some brilliant guests on Sales Today this month
• Collaborations - where I have been sharing my thinking
• Workshop - where you can learn LIVE and FREE
• Scorecard - quick test to check how you are selling at the moment

The focus is all about enabling more good (sales)people doing good things in a good way

FRED

Think like Ryanair and sell better

How do you feel about Ryanair?

It's a bit love 'em or hate 'em

What if you sold like Ryanair?

On a recent flight I translated Ryanair's value proposition into comparative B2B sales approaches.

I do weird things like this to challenge my thinking.

It I thought the same as everyone else...

... I'd train the same as everyone else

... and you'd end up selling the same as everyone else

Anyway, onto what I was thinking about rather than staring at the back of the seat.

If I was a salesperson selling like Ryanair

I reckon people would love me because 

1. Unbeatable value: Just as Ryanair offers competitive pricing without compromising on essential services, my approach ensures clients receive unparalleled value for their investment. I focus on delivering the most cost-effective solutions that meet their needs, ensuring they don't pay for unnecessary extras. This means clients get the best possible return on investment, maximising their resources and budget.
2. Transparency: Ryanair's clear pricing structure, despite criticism for its additional fees, is something I'd emulate in a positive way by being upfront about all costs and options. Clients would never encounter hidden fees or unexpected charges. I believe in providing complete transparency about the services and products offered, enabling clients to make informed decisions based on their actual needs.
3. Efficiency and reliability: Inspired by Ryanair's operational efficiency and punctuality, I would ensure that all interactions and transactions are handled promptly and effectively. Clients can expect reliability and a commitment to deadlines, minimising downtime and maximising productivity. This approach fosters trust and reliability, knowing that they can depend on consistent and timely service.
4. Adaptability: Ryanair's ability to adapt to the market and innovate its service offerings, like the "Always Getting Better" program, reflects my commitment to continuous improvement. I stay informed about the latest trends, technologies, and best practices to offer clients cutting-edge solutions. This adaptability means that clients' evolving needs will always be met with proactive and forward-thinking strategies.
5. Simplicity and ease of use: Ryanair's straightforward booking process and no-frills approach make travel simple and accessible. Similarly, I strive to make the buying process as easy and seamless as possible for clients. This includes clear communication, straightforward solutions, and an overall hassle-free experience that respects their time and needs.
6. Focus on what matters most: Just as Ryanair prioritises getting passengers from point A to point B affordably and efficiently, I focus on what truly matters to clients: achieving their objectives with minimal fuss and maximum effectiveness. This means cutting through the noise to deliver what is most impactful to their success.

On the other hand they might hate me because

1. Perceived lack of personalisation: Ryanair's model is largely one-size-fits-all, focusing on efficiency and cost-reduction. Similarly, clients might feel that my approach lacks personalisation or fails to cater to unique aspects of their needs. This can lead to a perception that the service is too generic or not tailored enough to their specific situation.
2. Extra costs for additional services: Just as Ryanair charges for extras beyond the basic fare, my focus on efficiency and cost-effectiveness might mean that any bespoke services or special requests could incur additional charges. Clients accustomed to all-inclusive packages might find this approach money-grabbing, leading to dissatisfaction.
3. Minimalist approach might not meet all needs: By emphasising simplicity and essential services, I might not meet the expectations of clients who are looking for a more comprehensive, full-service experience. This minimalist approach could be perceived as cutting corners or not providing enough value, especially for those who prioritise luxury or a high level of service over cost savings.
4. Communication and customer cervice concerns: If my approach mirrors Ryanair's historical reputation for customer service (prior to its improvement efforts), clients might find the communication lacking or feel that resolving issues is more difficult than necessary. A perception of inadequate support or impersonal interaction can deter clients who value strong, responsive customer relationships.
5. Rigidity in policies and procedures: Ryanair's operational efficiency comes at the cost of strict adherence to policies and procedures. If clients perceive my sales approach as inflexible, it could frustrate those who require more adaptability or who encounter unique situations that fall outside standard operating procedures.
6. Impact on brand perception: Just as Ryanair's brand is associated with no-frills service, adopting a similar model could influence how clients perceive my brand. Potential clients seeking a premium or bespoke experience might be deterred by the association with a budget or efficiency-first approach, even if it offers excellent value. 

So what if we wanted to balance these to make a sales approach effective when selling B2B?

It would need a blend of cost-efficiency, transparency, and tailored services. I reckon it would look something like this

Customised solutions with scalable pricing

• Develop tiered service offerings that allow businesses to choose a package that best fits their needs and budget. This can range from a basic, no-frills option to more comprehensive packages with additional features and support.
• Offer scalable solutions that grow with your client's business, ensuring that you can always meet their evolving needs without forcing them into a one-size-fits-all approach.

Enhanced communication and support

• Prioritise responsive, personal customer service to build trust and ensure clients feel valued. This involves regular check-ins, easy access to support, and swift resolution of any issues.
• Use CRM tools to manage client information, ensuring that each interaction is informed by their history, preferences, and previous feedback.

Transparent and flexible pricing

• Clearly outline costs and what each fee covers, avoiding hidden charges. Transparency in pricing builds trust and helps clients budget more effectively.
• Be flexible with pricing and payments for long-term or high-value clients. Offering customised payment plans or discounts can foster loyalty and accommodate their budgetary constraints.

Value-added services

• Identify opportunities to offer added value that distinguishes your service from competitors. This could be in the form of educational content, workshops, or complimentary reviews of their current solutions.
• Focus on the ROI your solution offers. B2B clients are especially interested in how your service can improve their bottom line, increase efficiency, or solve specific problems.

User feedback

• Establish a systematic feedback loop to continually gather and act on client input. This will help you refine your offerings, address any shortcomings, and adapt to changing market needs.
• Leverage case studies and testimonials from satisfied clients to showcase the impact of your solutions and build credibility with prospective customers.

Investment in relationships

• Understand your clients' industries and challenges deeply. Offering insights and solutions that are highly relevant to their specific context can set you apart as a knowledgeable and valuable partner.
• Build relationships beyond the transaction. Networking, industry involvement, and showing genuine interest in your clients' success can foster long-term partnerships.

Adaptability and innovation

• Stay ahead of industry trends and be willing to innovate your offerings in response to new challenges and opportunities. This shows that you're committed to providing cutting-edge solutions.
• Be flexible in your approach and willing to customise your process to better fit the client’s way of doing business, when possible, without compromising your efficiency or value proposition.

By blending these strategies, you can create a sales approach that maintains the efficiency and cost-effectiveness of the Ryanair model while also providing the personalised service, flexibility, and added value that B2B clients expect.

This balanced approach can help you attract and retain clients, ultimately driving sustainable growth.

Perhaps you are already doing some of these things.

Perhaps you are thinking about it.

Perhaps it might be worth looking at the Collaborative Selling Accelerator that uses the VALUE Framework to help sales professionals apply modern tools and techniques that customers respond to positively.

Developed by someone that spends too much time thinking about this stuff…

101 B2B Sales Tactics

A new FREE ebook!

I got fed up with all the silly tactics that are shared

They can be damaging as they often lack explanation and context

So I collated 101

With explanation

With context

Download yours for free HERE

Things addressed this month

Not More!?!

Are you a rat?

Stuck in the past

Confused?

'Orange Hat Thinking' a mix of the De Bono thinking hats to come up with practical solutions for sales issues

Is how you sell killing your brain?

Discover the secrets to thriving in the sales industry with the wisdom of Leah Borges.

Leah brings to the table her expert insights on how a customer-centric, empathetic approach is changing the game in tech and consulting sales.

We discuss the hard truths about traditional sales training and the dire need for a revamped system that prioritises customer needs over product pitches.

Leah shares compelling stories and strategies that illuminate the power of gap selling, a technique that forges stronger connections and delivers unparalleled value to customers.

If you're seeking to elevate your sales acumen and engage with clients on a deeper level, this episode will fuel your transformation from salesperson to trusted advisor.

We discuss how gap selling outperforms traditional sales methods, such as SPIN selling, by encouraging sales reps to develop their business acumen and engage in meaningful conversations with clients.

Take note of the practical tips, such as the art of questioning and balancing technology use during sales calls, to enhance your ability to connect with clients and their needs effectively.

Listen to the episode HERE

Stand out in your selling

Growing up, Donald Kelly never imagined that his childhood business of selling lemonade by the curb would one day evolve into a dialogue about sales dynamics with the

But here we are, discussing the art of sales through anecdotes and strategies that can transform any product, from exotic mangoes to high-tech solutions, into a story that sells itself.

Listen in as we peel back the layers of the sales process, emphasising the personal touch and exceptional customer experiences that make you memorable in the market.

It's not just what you're selling, but how you sell it—that's the difference between a one-time sale and a lifetime customer.

Have you ever noticed how a good laugh or an intriguing story keeps you hooked?

That's the magic of 'edutaining'—the sweet spot where education meets entertainment.

In this episode, we get candid about his 'Fresh Cut Fridays' and how adding a personal twist to LinkedIn content has spiced up interactions with his network.

We share tips on using humour and creativity to cut through the noise, ensuring your sales message doesn't just land, but resonates and sticks.

Whether you're sending personalised videos or crafting relatable stories, it's about being the breath of fresh air in a stale room of sales pitches.

We don't just tell you to think outside the box; we show you how, with brainstorming tactics and innovative proposal techniques that leave your competition in the dust.

Listen to the episode HERE

Negotiation - are crisis techniques right for business?

When the pressure's on and every word counts, what's your move?

That's what we're unpacking this week with Mike Inman, the negotiation specialist from TableForce, as we navigate the starkly different worlds of crisis and business negotiations.

Mike relays an eye-opening LinkedIn exchange that sparked his epiphany on the unique complexities of negotiations, whether it's life-and-death stakes or boardroom ballet.

He uncovers why a one-size-fits-all approach can lead to disaster, and how recognising your 'negotiation tribe' is crucial to mastering the art.

From dissecting the perils of 'splitting the difference' to unearthing the power of tactical empathy, we explore why these tactics have their place and how misusing them can backfire spectacularly.

We also lay out the blueprint for negotiation success, be it face-to-face or screen-to-screen.

Discussing the psychological edge of BATNA, the intricate dance of CRM negotiations, and even the physicality of a desk-slap tactic, we cover it all.

As we discuss these strategies, we reveal the importance of authenticity, preparation, and reading beyond words—skills that are ever so critical in a world where a handshake is often replaced by a screen swipe.

Tune in and discover the secrets of negotiation with this seasoned professional!

Listen to the episode HERE

Negotiation - are crisis techniques right for business?

Ever wondered why some sales pitches make you tune out while others capture your undivided attention?

The answer often lies in the narrative. That's why I invited Peter Elgar from HPS to share his expertise on how a shift from a product-focused pitch to a value-driven story can make all the difference in the competitive arena of liquid product recovery systems, or as the insiders call it, "pigging technology."

Together, we discuss the pitfalls of product-heavy presentations and illuminate how focusing on benefits like cost savings, efficiency, and environmental sustainability can turn potential interest into a successful sale.

Navigating the sales landscape requires more than just knowing your product; it involves an acute understanding of your client's world.

In our conversation, we explore the common slip-up of projecting our own enthusiasm for features onto customers, rather than tuning into their unique challenges and objectives.

We also discuss into the risks of propelling technical experts into sales roles without the requisite soft skills, emphasising that the art of sales is as much about listening and relationship-building as it is about technical know-how.

Our conversation turns to the compelling world of live product demonstrations and the power of personalisation.

Imagine being able to see the inner workings of pigging technology through transparent pipes or receiving a customised web page that walks you through the benefits tailored to your business needs.

We tackle how these strategies, along with dynamic digital proposals, are reshaping the sales experience in our digitally-driven world.

If you're eager to revolutionise your approach to sales or simply looking for a deeper understanding of client engagement, tune in to this episode that's all about connecting solutions with needs in the most effective way.

Listen to the episode HERE

TNC Pop-Up - Live Negotiation Practice

I joined Philip Brown and Mike Inman to practice negotiating LIVE

To make it more interesting I played the role of a buyer

Did it go wrong?

Check it out HERE

Story Telling at Scale

A real pleasure to join Jesse Marseille in his new project

We spoke about global travel, ethical sales and how to write a book

Check it out HERE

LIVE! and completely FREE to attend: Best-selling author and experienced sales trainer, Fred Copestake, will share practical insights into his systematic approach for B2B salespeople to ensure they stay relevant and valuable.

This workshop is brand new and addresses the challenges that many salespeople have based on what Fred has identified from working with clients all over the world.

Many salespeople struggle to adapt their approach to one that is effective today. As a result, they are running a risk of becoming irrelevant to their customers.

The insights shared have been collated from working with thousands of hours salespeople and through studying the evolution of professional selling.

Fred answers the questions:

- Why are so many salespeople tired and stressed?

- Why are so many sales backwards and boring for customers?

- Why do organisations confuse salespeople badly?

You should attend if:

- You are involved in B2B sales and find your approach isn’t working as well as used to

- You feel like you are wasting opportunities that should be won

- You use a highly technical approach to selling that doesn’t always wow customers

- You are frustrated that you can’t keep customers engaged through the process

- You are fed up with always having to discount to win business

- You want peace of mind that your sales plan will work - You frightened that the pace of change in the world of sales is too fast

- You are concerned your competitors are doing something different but don't know what

Every participant will be given access to a tool that provides a report on the state of your sales compared to an effective modern approach

Places are limited by the platform we use so please make sure you're quick to secure your spot.

Thursday 16th May 2024 (1.00pm UK)

Register HERE

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