You can immediately improve sales effectiveness in the following three areas of a B2B sales cycle with a few key contributions from product management.
- Discovery & Qualification
- Presentations & Product Demonstrations
1. Discovery & Qualification
Establishing maximum leverage early in the sales process begins with understanding WHY an organization is evaluating your products, and not just at the user or department level, but understanding how and why departmental or user initiatives are related to something that’s strategic to the organization.
The easiest way to get prospects to tell all is to keep the conversation focused on them. Employ the two ears & one mouth rule and ask a series of open-ended questions about what they’re trying to accomplish, why, and the value to the organization, then listen at least twice as much as you talk.
The simple rule of thumb: the more the conversation is focused on the business of your buyer, the more you’re learning about how to close the deal, and vice versa.
2. Presentations & Product Demonstrations
Credibility is the single biggest factor that ultimately differentiates you from your competition. Why? Buyers subconsciously assume that organizations most knowledgeable on their industry and business practices offer superior product solutions.
Focus on the following two elements and the credibility of your presentations and product demonstrations will wow prospects and raise the bar for your competition.
- Before bringing products into the conversation, convince your audience you understand what they do, how they do it, where the issues exist, why they exist and the best business approach for addressing each issue. Only then are products and features relevant.
- Frame each scenario then demonstrate only the features and capabilities necessary to illustrate the solution. Debrief, get closure then move on to the next scenario.
This approach shifts the focus of the presentation from your products to the buyer’s business practices. After a few highly relevant scenarios, your credibility goes way up and questions about meaningless product features all but disappear. Issues and scenarios most critical to winning the deal will continue to surface, further improving your leverage.
Those “strategic WHY factors” uncovered early in the process pay big dividends during negotiations. If you can articulate the direct relationship between your solutions and one or more of the buyer’s key strategic initiatives in a manner that highlights your clear and unique value, your negotiating leverage is maximized.
Contributions From Product Management
Market dynamics, questions to uncover strategic initiatives, critical business scenarios and user stories are the nucleus of product management. The only difference is product management teams employ these practices further upstream to determine the needs for an entire market before creating new solutions. It’s a simple process to recycle that content into simple sales tools that have an immediate impact on the effectiveness of your sales team.
Simplicity That Gets Results
If your sales team would benefit from a few simple tactics that improve discovery techniques, presentations and product demos, contact Proficientz today. In one day, your sales, marketing and product management teams will learn simple best practices and walk away with sales tools that are easier to use than any other training program in the industry. Contact us today or call 866-797-3647 ext. 2 to discuss a program for your team.