The way people research and make purchase decisions has changed quite dramatically -- calling into question the future of the sales profession.
But there is a better path forward where the sales professional of the future repositions as a consultant and trusted advisor.
The following post is excerpted from a webinar (How to Market and Sell to Sales Directors (Watch the Webinar Recording)).
At a recent webinar, during the Q&A session, I was asked:
Question: Many sales directors just tell me what I want to hear. How do I avoid getting happy ears? How do I avoid being told what they think I want to hear?
Avoid falling into the trap of "happy ears" and being told only what you want to hear by sales directors.
Answer: Establish yourself as an expert, trusted advisor, and thought leader.
- Go beyond being seen as a mere vendor. Engage with prospects and share unique insights that can benefit their business.
- Gain their trust and increase the likelihood of being invited to their side of the table. Whether in person or through virtual meetings.
- Get recognized as a subject matter expert and consultant.
Then prospects become more likely to provide comprehensive feedback. They'll also share essential information about their team.
Why Getting Found Early Matters So Much
However, if you enter the process later and only compete on price, prospects may selectively tell you what they think you want to hear.
This is because when price becomes the primary focus, it diminishes the perception of value and diminishes the trust that prospects have in your expertise.
When you position yourself solely as a vendor, it becomes easier for prospects to manipulate the information they share, as they may feel that you are not invested in their success beyond the transaction.
The Impact of Thought Leadership on Establishing Trust
On the other hand, when you establish yourself as a consultant and trusted advisor, price becomes less of a determining factor.
In its B2B Thought Leadership Impact Report, LinkedIn in partnership with Edelman, concluded that “thought leadership remains critical to customer engagement but breaking through the noise is harder than ever.”
By providing unique insights, valuable expertise, and thought leadership, you can differentiate yourself from competitors solely focused on price. This positions you as a partner who genuinely cares about the prospect's business and success.
As a consultant, you have the opportunity to build trust and credibility with prospects.
They feel comfortable sharing comprehensive feedback and essential information about their team because they see you as someone who can provide valuable guidance and solutions.
By engaging with prospects and understanding their specific needs and pain points, you can tailor your approach and offer effective personalized solutions that address their challenges.
So, instead of solely competing on price, focus on positioning yourself as a consultant and trusted advisor. Doing so will avoid falling into the trap of "happy ears" and establish long-term relationships based on trust and mutual success.
Also, see How to Sell Sales Software to Sales Directors.
Learn More When You Watch the Full Recording
How to Market and Sell to Sales Directors (Watch the Webinar Recording)
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