Newsflash: There’s not one sales approach that works in every selling situation. While some may believe “there is one ring that rules them all”, I would suggest that believing this ignores your buyers behaviors.
There are numerous sales methodologies in the marketplace today that have real value. Many sales leaders pick a specific approach because it “feels” right, or natural relative to their specific style and tendencies. However, the sales methodology you select for your company, and your team, should reflect your buyer’s journey first and foremost. If you haven’t taken the time to study, ask, and understand what motivates your buyer to buy, you’re missing big opportunities.
Not every sale is a one call close. Not every sale has an 18 month cycle time. Nor is every buying decision made by one person. By studying your buyers you will identify what drives them, makes them tick, causes them to take action.
You can force a sale for sure, but it’s likely you won’t find a return customer. Given the cost of acquiring new customers it would seem almost too obvious that sales leaders and their marketing counterparts would be striving to better understand their buyers. Once you’ve identified the various steps or phases your buyers’ go through on their way to the cash register you can then begin to align a sales process to the buying process. Always work outside-in. Begin with your customer and create the process he or she will warm to.
I’m often asked which sales methodology I subscribe to. The simplicity of my response may sound arrogant but hear me out. The methodology I subscribe to is my own. My own, because I’ve invested my time and money reading, testing, educating, retesting, and selling. Because of this experience I am comfortable and confident in deploying a custom-made sales methodology to each individual sales organization based upon their buyer’s journey. I take the time to learn the buyers behaviors first and then create a process that aligns to those behaviors…outside-in.
There is no one ring that rules them all. It’s up to you to make the investment to expand your knowledge and apply it to gather learnings. If you know when your buyer begins her journey to satisfy a need, you’ll know how to prospect her in a way that is non-threatening and value added. If you know how many steps your buyer goes through before making a purchase decision you’ll know how to establish a contact strategy that touches him at the right time, with the right message, and the right tone.
Forget the one-size fits all, and take ownership of your buyers journey. Once you do that your sales results will produce remarkable outcomes.