B2B buyers’ expectations of sellers have never been higher. In part, this is because their experience as consumers has raised the bar, according to the 2018 CSO Insights Buyer Preferences Study. Most buyers—70%—identify their needs, research potential options and target solutions long before reaching out to a seller. By this late stage in the buying cycle, it’s difficult for sellers to present new ideas or open buyers’ minds to alternative solutions.
That is, unless their organization adopts a sales methodology designed to improve sellers’ conversational skills into its enterprise sales strategy. And that’s why we’ve developed our newest diagnostic, the Sales Conversation Metric.
The Sales Conversation Metric evaluates how well your sellers deliver perspective to your customers, compared to the performance of the 1,000 global sales organizations that participated in the 2019 World-Class Sales Practices Study.
Among other things, the diagnostic evaluates how well sellers and sales managers in your organization:
- Use a formal process to engage decision-makers
- Effectively use call planning tools
- Consistently conduct mutually-valuable sales calls
- Customers have consistently positive interactions in every channel
- Provide clients with insights and perspective
- Use questioning skills to reveal customer needs
- Effectively communicate relevant value messages
- Customer service interactions enhance customer experience
- Effectively negotiate for mutually-beneficial decisions
- Sellers have access to effective content
- Sales managers effectively coach salespeople
- Offer impactful training throughout a seller’s career
By taking this diagnostic, you’ll understand exactly how well your sellers offer critical perspective to buyers—and we can help you identify the sales training techniques you need to improve their abilities.
Perspective Leads to Better Sales Conversations
It’s harder than ever to wow buyers: nearly twice as many buyers say that sellers merely meet their expectations rather than exceed them (62% vs. 32%).
That’s often because sellers don’t know how to approach buyers in a way that delivers perspective: the content, insights and education that helps buyers improve their decision-making and attain their goals. Sharing perspective gives sellers the means to differentiate themselves in a crowded market.
Perspective is an incredibly difficult and nuanced skill to master, but it’s essential for sellers to learn how to infuse it into buyer interactions. CSO Insights’ Sales Performance Study shows that adding perspective separates world-class sellers from average sellers. When sellers share perspective with buyers, they’re four times more likely to deepen their relationships and have 12% higher win rates than those who don’t.
That’s why sales training techniques, like the strategies taught in Professional Sales Coaching, Conceptual Selling with Perspective, SPIN Selling Conversations and Service Ready, must play an essential role in an organization’s customer experience strategies. But it’s often hard to know where to begin when designing a training program for your organization. That’s where our Sales Conversations Metric comes in.
What You’ll Learn from the Diagnostic
When you complete the diagnostic, you’ll receive a report that analyzes how your sellers deliver added value and insights to your customers. Use this information to chart a course filled with practical steps designed to teach your sellers how to infuse every selling interaction with perspective.
More valuable customer conversations, stronger alignment between sales and customer service and better coaching all contribute to a stronger sales performance. But it’s hard for sales organizations to know where to start equipping sellers with the skills they need to share perspective with buyers. That’s where our Sales Conversation Metric can help. When you take this diagnostic, you’ll see how your sellers perform by getting assigned one of three results:
- Rethink Your Perspective: Focus your immediate attention on these areas.
- Perspective at Par: Keep an eye on these practices to build a strategy to improve your performance and exceed customer expectations.
- Powerful Perspective: Your organization excels at delivering perspective and insights, with a customer-centric approach to sales conversations.
When you receive your results, you’ll be able to identify immediate steps to take to improve your delivery of perspective. No matter their level of skill and expertise, your sellers will benefit from sales conversation training—and so will your organization and its enterprise sales strategy.