Consider: Your business is holding an event for sales directors, and a CFO walked in.
Conversely: Your business is holding a conference for CFOs, and a sales director wandered in.
In each of these scenarios, the outsider is not going to understand a word you are saying and will feel like an alien on a foreign planet. It is not a pleasant experience for either outsider of the event.
It has gotten to the point where there is so much competition for people’s attention; it is critical to personalize the experience and be hyper-relevant to what they care most about.
If your sales team is giving the same presentation repeatedly, lacks the concept of buyer personas, and has no understanding of where each prospect is in their buyer’s journey, you may as well hang up your hat and explore other career options. People's expectations are completely different, and going forward in the business world, it’s just not going to cut it.
Legacy Sales Process
The legacy sales process is centered around the way salespeople sell, rather than how people buy; this poses a huge, huge problem.
If you think about the typical SMB sales professional and look at whether they are on Twitter, LinkedIn, and blogging, nine times out of ten, it is a very egotistical experience. They are talking about their products and services, company awards, compliance, magic quadrant, and other things hyper-relevant to their existing clients, employees, and leads at the tail-end of their sales cycles.
If you want to be able to attract your buyer personas early on--when you have a chance to be perceived as a trusted advisor as opposed to a vendor--it is all about their problems. Your exploratory call should focus on what they care about, not what you care about.
Is your website is strictly loaded up with content that talks about how wonderful your products/ services are? And there is no educational content or opportunity to earn trusted advisor status; then there is no reason for a stranger to share your content.
Is your business attracting prospects early in their sales cycles? Let us know in the Comments below.
To learn more about customizing your presentations and breaking free from the legacy sales model, download our eBook, "How South Florida Directors Develop Scalable, Predictable Revenue Growth."