I love the quote by Einstein and more importantly I am so attached to the sentiment. In by business career as soon as I hit an achievement I realize that there is a “next” achievement to be had. That puts me in a position to learn more and more.
One of things that I have learned lately is the value of teaching your customers to buy from you. It’s not the traditional view of teach… “Here is what is good about what I offer– therefore – you should buy”. That’s the traditional model where it is mostly feature based. The thing that I am learning is that my offering has multiple ideas or concepts that are much more valuable to the customer’s business than any feature you have to offer.
One of the ideas that I teach customers (in my business – as an example) is the true value of automation. Automation, especially in the accounting process, it typically judged by the corresponding benefits that are attached to the features. If you sell that why… you will live by the feature and (guess what) die by the feature. If you don’t have a feature that the customer wants (this is usually driven by a competitor) then you don’t have a deal. However, if you teach the customer about the concept of automation, which is using their employees on higher value task than low value task, then your customer will focus more on the overall picture rather than to a small set of features.
The previous information isn’t what I have been learning lately. I have known and have capitalized on the no-feature sale for a long time. What I have been advancing is that there is no single value that fits all opportunities. I call this the law of 4-6. The law state that there are 4 to 6 decision makers in each opportunity and the key is to:
- Find the 4 – 6
- Isolate their main driver for each
- Attach their driver to your offering
What I am finding out; reps are attempting to go into an opportunity with a single value based on what the rep thinks is the highest values of their offering (or what they have been told is the highest value) and presenting it or selling it to the 4 – 6 (I am being kind became most reps will only find 1 to 2 of these people). The reason this is a problem is it has a tendency to sell a message to a person who has no desire or interest to consume or even benefits from that offering.
Deal With It!
I am a broken record on the idea that if you don’t deal with “it” – “it” will deal with you. The “it” in this situation is selling the wrong message to the wrong person and then somehow wondering why the people just don’t seem to “get it” or don’t care about what you are selling.
Want to know more? Buy My Books!
To buy the book – The Argument to Automate – How Innovation Can INSPIRE Not Fire – click here to buy
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How about a children’s book? The Princess and the Paper – click here to buy
About The Author:
Christopher Elmore has written 8 books, countless articles, lectures at UNC – Charlotte and travels around the country speaking on on the topics of startup success, sales, presentation skills, change, entrepreneurship, accounts payable and payment automation. Having deep startup and entrepreneurial experience, Christopher was one of the six people that started AvidXchange in 2000 and continues to work in the business today. If you hire Christopher to speak or teach at your company or event… you won’t be sorry! Request a media kit or contact us for more information.