Sales Is a Work of Science
One of the answers we have received from the Decision Makers goes as follows: “The Sales or Marketing Messaging that has been able to address an indication of being able to solve my challenges and relief my pain have gotten my interest. A generalist approach simply doesn’t do the trick for me”. How can we know we are giving the indication that addresses the medicine to pain? It all boils down to definition and planning. I guess it makes sense to compare a sales process with a process of building a house; If you don’t have plan, you don’t know where to begin or if do then you might be doing things right but most likely not the right things. Planning can even be one of the boring scientific parts of the sales process, or you can choose to do it in a more pragmatic manner. What needs to be defined and planned in order to address the right message?
Write Down Your Value Proposition and You’ll find Your Customer
First you’ll need to create the “Message That Shows Potential Answer To Your Customers’ Pain”;
- Promising More Sales
- Saving Cost
- or Bringing in Other Efficiencies For Your Customers
Write down in bullet points each of the problem you believe your products and services can solve. Once you have all the points listed down, then write examples of how your offering has solved those problems and how your solution differentiates from your competitors. You should not re-invent the wheel but rather think through your ability to offer via the Porter’s Generic Strategies of Cost, Focus, Differentiate. Then you have written the core of your Value Proposition or Selling Points. More about writing Value Propostion: The Kinesis Blog, 7 proven Value Proposition templates by The Methodologist, and yet few other good, bad and ugly examples by B2BStories. Next you’ll define whose challenges you are solving with one or more of your Selling Points. The value proposition needs to be relevant for the customer. Think of what kind of companies need to solve those challenges;
- What is the size of the company in terms of turnover and employees.
- What type of businesses the potential customers are in and the industry they work within.
- Do you need to limit your customers to certain geographic area?
- Do you have to exclude your services from certain customer cluster due to legal regulations
- or should you include a cluster into your target account list due to rules and regulations that your services are eligible to work with?
- List down the type of customers that can pay your fees
- and agree upon the delivery and pricing terms you provide.
- Think of other Dimensions that could narrow down your Target Group
Be thorough with your planning. If you’re lazy or too generic during target account planning then you’ll find your self struggling in finding customers. More about Target Account Planning via 3Forward Blog and Their Free Powerpoint resource. Now you should have the basis for your Sales Planning.
Covered in this article:
Target Account Planning (we have briefly touched this topic)
Other topics to be covered in this blog:
Target Account Planning
Sales Quota Planning
Managing Sales Team
Managing Sales Skills