What Slew Winners Do Differently
Enviado por prodigymex • 4 de Noviembre de 2013 • 5.380 Palabras (22 Páginas) • 304 Visitas
WHAT SALES
WINNERS DO
DIFFERENTLY
by Mike Schultz & John Doerr
The surprising differences between sellers who win
the sale and the second-place finishers.
What Sales Winners Do Differently
Report Summary
Standard solution sales methods aren’t working like they used to. Indeed, several prominent sources have pronounced that the era of solution
sales has ended. We wanted to know 1) is this true and 2) if so, what’s working now instead. To find out, we studied what the winners of more
than 700 actual B-to-B sales opportunities (from buyers responsible for $3.1 billion in annual purchases) are doing to win the sale, and what they
do differently than the sellers who come in second place.
We found:
First, solution sales is not, in fact, dead. It is still necessary, but no longer sufficient on its own. While fundamental changes to core concepts are
needed, sellers and companies that dismiss solution sales outright place their sales success in grave danger.
Second, winners don’t just sell differently, they sell radically differently than the sellers who come in second place. And the winners sell
differently in both surprising and fascinating ways.
Third, we compared our research to other popular research in the field of selling, such as The Challenger Sale. On perhaps some of the most
important points, our research revealed opposite results. Thus, our advice is, in many ways, quite different.
Finally, we’ve outlined a model throughout this report that sellers and organizations can follow to sell like the winners.
The surprising differences between sellers who win the sale and the second-place finishers.
Sellers Who Win Consistently Demonstrate Behaviors on Three Levels
Key Insights
MAJOR POINTS INSIGHTS
LEVEL 3
Collaborate
Sellers who win:
+ Collaborate with buyers by being proactive and responsive
+ Collaborate with buyers to educate them with new ideas
and perspectives and bring value to the table themselves
In Level 3, sellers drive demand, create their own opportunities,
and become essential to the buyer. Through collaboration the
buyer becomes a partner in the process, and owns moving the
sale forward as much as the seller.
LEVEL 2
Convince
+ Persuade buyers they will achieve worthwhile results
+ Minimize the perception of risk by demonstrating
experience, building trust, and inspiring confidence
+ Persuade buyers they are the best choice
Level 2 minimizes losing to “no decision” and maximizes
competitive wins.
LEVEL 1
Connect
+ Connect the dots: they understand buyers’ needs and craft
compelling solutions
+ Connect with people: they listen to buyers and connect
with them personally
Solution sales is not dead, but it needs to change
fundamentally; it’s no longer enough. Level 1 is simply the price
of entry.
+ Fundamental changes to the solution sales premise include
focusing on aspirations and goals, as well as afflictions and pain.
Diagnosis of need is not as important anymore, but demonstrating
understanding of need is.
+ Minimizing risk has risen greatly in importance and must become a
core part of sales conversations.
+ Sellers who get to Level 3 not only win sales, but also tend to
outperform sellers who don’t because they are able to inspire
buyers, create their own opportunities, and drive their own demand.
+ Organizations that adopt sales approaches that encourage concepts
of challenging and provoking customers—while at the same
time discouraging solution sales approaches and dismissing
the importance of building relationships—place their ongoing
sales success at grave risk.
+ Sellers who connect, convince, and collaborate, and follow the advice
outlined in this report, will not only win the current sale, but will also
put themselves in an even better position to win future sales
through repeat purchases (loyalty) and increased referrals.
Introducing the Three Levels of RAIN SellingSM
© RAIN Group | RAINGroup.com | 1
The New Revolution in Selling
From the late 1970s through the early 2000s,
not much changed in the world of sales
methodologies. Sellers could study and learn
consultative and solution sales approaches,
apply them well, and consistently produce
excellent
...