Sales training
Customer experience is a crucial factor when companies evaluate their options. In fact, research shows that it can influence up to 25 % of the purchase decision.
A successful sale is about more than just presenting a product or service. It's about helping the customer identify challenges they may not have previously considered, discover opportunities they weren't aware of and understand the true value of the solution.
A proven sales process acts as a signpost, not only to help the customer, but also to differentiate the company from competitors. (Edinger, 2019)
Three ways to improve customer experience
The Challenger Sale
The Challenger is based on the salesperson taking on the role of a consultative educator, challenging the customer's existing mindset and creating insights that lead to better decisions. By educating the customer and linking the lessons learned to the company's unique strengths, the salesperson strengthens both their position and the customer's loyalty (Dixon & Adamson, 2011).
SPIN
SPIN focuses on asking the right questions in four key areas: Situation, Problem, Consequence (Implication) and Need-Payoff. By leading the customer through these questions, the salesperson helps them understand their challenges and the value of the solution. When the customer makes decisions based on their own answers, the decision comes naturally and confidently (Rackham, 1995).
Consultative selling
Consultative selling is about acting as a strategic partner. The focus is on understanding the customer's needs, challenges and goals in order to create value and offer customized solutions. By asking open, insightful questions and analyzing the customer's needs, the salesperson creates long-term relationships based on trust and value creation.
My experiences - when they work best
Despite their differences, they share a common core: understanding the customer in depth and creating value through insight, expertise and strategic thinking.
I have used all three in different contexts, and their effectiveness has varied depending on the circumstances. When I worked at a large international company, the consultative selling very successful, as the long-term relationship building and strategic advice was a perfect fit for the company's service offering.
In a smaller and less established company, inspiration from SPIN significantly better results and created momentum in the meetings. In another, often Challenger results to make the customer realize what is really important - one solution cannot have it all.
Whatever the method, a proven sales process develops the salesperson, helps the customer see the real value and reduces stress in the sales team - especially during tougher times.
