How To Avoid ‘Show Up And Throw Up’ Selling
When it comes to sales, just showing up, spewing a bunch of facts about features and hoping for a sale is worse than a long shot — it has no shot. To get noticed and close the deal, it’s our opinion that every single conversation you have with a customer has to help them solve their problems.
Partners in Excellence recently shared a blog post about how to improve conversations with customers in order to understand them and help them progress through the sales cycle.
Here’s what it comes down to: If you do your due diligence, you don’t need to waste energy talking with everyone because you’ll have a very specific target buyer. The key is to select from the get-go the right selling group.
In classic sales and marketing terms, you need to segment your market and focus on the group in which you think you’ll have the most success. You can then use content to move that prospect down the funnel and on to the next level.
The Partners in Excellence blog post offers a few ways to perform due diligence. Here’s what they had to say:
- Have conversations with the right people: You probably know within the first five minutes if you’re prospecting with a person within your industry segment that has the right characteristics of a real customer. In other words, they’re in your “sweet spot.”
- Don’t waste time outside your “sweet spot:” Sure, you can be helpful, funny, entertaining and have interesting conversations, but if you’re not helping people solve problems, we believe investing in these kinds of discussions is a waste of time for everyone involved.
- Figure out if you can solve the person’s problems: Talk about their business, specifically issues relevant to the problems you can solve. “They may not realize it’s a problem,” a commenter to the blog post states. It’s your “job to translate the issues into a discussion about the opportunities they might have or problems they might want to solve.”
The Tellwise Nutshell (TTN): If you’re going to win sales, you need to do more than just “show up and throw up.” You need to make sure you’re helping them solve problems every time you talk. Even if you have great content, it’s useless if you’re serving it to the wrong audience. So find your target group, create specific content for them and you’ll be successful.
Source: Partners in Excellence, September 2013