How can you become the reliable resource your buyer depends on, and can’t do without? Know what keeps them up at night, and know why. Ask real questions to identify their real stressors. Go deeper than transactional salespeople do.
Your buyers are entering your sales funnel later and later, and are more knowledgeable than ever once they get to you. What value can you provide at this late stage?
Buyers come to you because they know they have a need and they think they have the answer to their solution. Your job is to guide them in their decision-making process.
Are you pushing features & benefits, or are you determining the REAL solutions your customers need? Do they buy a drill because they need a drill? NO. They buy a drill because they need a hole. But...don't just stop there...WHY do they need the hole?
Does a meeting planner book a hotel because she needs four walls and coffee? No, she books it because she needs to bring people together to affect some sort of change. But WHAT kind of change and WHY NOW? Understand that, and you can truly be consultative and aid her with her real solution. If you don't understand that, you're selling a commodity and putting yourself into the position of competing solely on price.
So Ask. Ask why. Ask why this challenge needs addressed. Ask why now. Ask why not.