Do customers really care about a small technical change that, in reality, isn’t going to make a huge difference to the performance that they experience, or the outcome that they achieve?
No, of course not.
The only way to be successful in the new selling economy is to create value for our customers first. And so one of the biggest challenges here is moving beyond the idea of ‘creating value’ as a buzz word to real, practical action.
As Sales Professionals, it is our primary role to find ways to create value for our customers first, frequently, and without expectation.
There are three practical ways to do this – Teach, Coach and Facilitate.
In terms of a salesperson’s ability to Teach, I define that as the ability to impart expert knowledge.
I define a Coach as somebody who can indirectly help the other person to improve or to develop.
And I define Facilitate as the ability to directly help another person to achieve their objectives, often through connection with others.
Here are some questions to consider:
What are some of the possible ways in which you could teach your customers?
What knowledge or insights might you possibly transfer?
What expert knowledge do you have that you could share with your customers?
What are some of the possible ways you could take on the role of a coach with your customers?
How might you help them consider alternative options?
What mistakes or pitfalls could you help your customers to avoid?
What are some of the possible ways in which you could take on the role of a facilitator?
How might you connect customers with others who could help them achieve their goal or objective?
How might you connect customers with others who might support or alleviate problems or challenges?
In answering these questions and considering what we can do related to these three areas, we can identify the type of activity that is going to contribute to the greatest degree and have the biggest impact on a customer.
If we can ensure that we focus on activity that is associated with the role of a teacher, a coach, and a facilitator, then that is high-value activity which is likely to drive value way beyond a buzz word and towards practical, significant and thought provoking interactions that enable change.