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Understand what’s
once you’ve done your research and discovery, you should be able to see what your customer values. Then, you can find a way to deliver it. The buyer’s perception of value often drives their buying decision.
Maybe your customer gets a promotion if they onboard your crm platform, which would help increase their company’s year-over-year revenue. The value realized in this case is a salary increase and upgraded status at their company. Or maybe your ai-based product helped your customer save time by automating tasks and increasing their productivity. The value here is in the form of reduced cost and increased operational efficiency, allowing them to invest in areas that have been neglected due to lack of time and funding.
Asking buyers about their business
goals is table stakes. You need that detail to make your recommendation. But top performers go above and beyond to understand the buyer’s more personal goals. They want to learn what happens to the buyer if the issue is not addressed. What is the impact on them, professionally or personally? If you can uncover that value, you can add it to your pitch.
Ask high-impact questions
by now, you may have noticed a trend with these principles — consultative sales is about asking powerful questions. My advice is to avoid “yes” or “no” questions, as you want the customer to expand with their thoughts and opinions. The power of wide-open questions is that they allow emotions to seep into the conversation. I like to call these high-impact questions.