Before I go deep into this subject, I have a question for all those who are in the sales profession. What can we do to make sales a profession of choice rather than compulsion? What can make the sales profession so respectable as Doctors or Engg? What has to happen when a salesman would want his kids to be a salesman just as doctors and lawyers do? My belief is that this is only possible when salespeople will stop being salesy and start facilitating people to buy? Does it mean when sales people start becoming a persuasion practitioner rather than mere telecallers or executives? When they start applying the principles of persuasion to influence people to buy from you.
Now I want to introduce a fascinating little insight that keeps sales dorks as I mesmerized.
Can you now go back to your last large amount purchase of 8 lacs or 2 lacs!! What were you thinking one day ahead of buying the bike or car or a house and what were you thinking 45 days ago and what were you thinking 120 days ago? Were you thinking the same thing two days ahead of purchase than 45 days ahead of purchase and then 120 days ahead? ( By now, you know it very well, why it is important to know how your Customers are thinking?)
This journey what a prospective buyer or student undergoes 2 days ahead, 45 days ahead and 120 days ahead, is called buyer journey. For example, many buying journeys start with a buyer discovering a problem ( eg." I am now a Graduate and I need to become eligible for the high flying job" "unemployment") that he would like to solve. From there, the buyer may begin educating himself about the problem ( eg. "unemployment") and the possible solutions available to solve it. The buyer would eventually list down the possible solutions to evaluate. The buyer may then assemble an analysis of cost, benefit, and risks.
All of these steps represent stages in the buyer journey.
Supposing I am two days away in my buyers' journey from buying a car. It is at this stage I receive a call from a dealer with an offer of Rs.10K gifts and they ask me to visit the shop. Compare this with a situation when I receive a similar telecall, but I am 120 days in my buyer journey. In the first case it is a logical and reasonable next step to take for me, but not in the second case. In second case the logical and reasonable next might be would have been; to download an ebook that talks about how social status is influenced by owning this car. In the second case I am 120 days away in my buyers' journey ; and if I receive a sales offer, it appears salesy to me. I lose trust in the brand. Whereas if a brand emails me an ebook describing how people who bought the car, what they feel now? What is the prestige value of the car? This is the brand which facilitates me to buy rather than selling and will speed-up my buyer journey. I would be influenced to buy from them?
Next time when you are acting on a lead, try to figure out where they are and what still has to happen before they can buy, then you would be able to ascertain what would be the logical and reasonable next step to take? What can we as salesperson do to get the buyer the next step faster?
It is a rare company that has developed a strong in-house sales training program. Training, by definition, is what someone else does to you. Learning—the part that sticks–is the do-it-yourself part. Most companies conduct single-event training seminars: a one-day event that focuses on a single skill and sends its attendees out to put everything they learned into practice. This strategy yields a noticeable effect for 6-8 weeks before the attendees return to a baseline only slightly higher than before.
We recommend a better way.
A guided workflow. Like how google maps guide you to almost the right destination, however, the user has to be involved while using it. That is what we call as Sales Acceleration Technology? That is what the mission of ImagineSales Technologies is.