In many cases, the product silos that exist internally become transparent to your buyers during the sales cycle, creating the perception you’ve got a bunch of fragmented products instead of integrated solutions. Longer and more difficult sales cycles lie ahead if this is the case. The Playbook:
Three tactics that will help you sell a high-value business solution instead of a bunch of tactical products.
1. Create a Strategic Value Theme for Each Prospect
For each prospect, find out why your products are being evaluated. There are the obvious answers …to improve productivity, to cut costs, to maintain compliance, get products to market faster, etc. and then there are the real reasons, the ones the executive suite cares about …price erosion for core products, being first to market, competing globally, declining market share, etc.
Once you know the “real” reason, make it the strategic theme of your pitch such that every demo scenario is related to the overall value theme.
2. Consider Each Product a Feature of the Total Solution
Create a two column spreadsheet with the name of each product in the first column and its primary purpose in the second column. Script your pitch according to how each product contributes to the overall value theme. During the demo, there is no reason to refer to each product separately unless asked. Talk about them as if they’re components of a total solution in support of a common theme. This approach also lends itself to showing fewer features due to the “bigger picture” focus. Also, resist the temptation to load up the school bus with product experts! The fewer the number of people delivering the demo, the easier and more integrated the solution will be perceived.
3. Base the Demo on Job Tasks Instead of Features or Problems
If your demo is based on capabilities of the product, it leaves you more vulnerable to questions and objections that have no relevance to the real issues, plus you’ll be aimlessly rambling about features that have no relevance. If your demo is based on people’s job tasks, you only have to show capabilities related to accomplishing each task successfully.
More short scenarios are better than fewer long scenarios because they’re easier to digest and they create a perception of simplicity. Close each scenario by reminding your prospects how the benefits at the departmental level support the overall strategic priorities at the executive level. If you say it enough, they will believe it.
If your product demonstrations are fragmented and don’t emphasize strategic value, contact Proficientz to discuss how our framework and demo training can help you sell more value, shorten sales cycles and improve win rates.