For today’s lesson we are going to explore two existential questions:
- Why does your company exist?
- Why should your ideal client want to talk to you?
Why does your company exist?
The answer to this question should scream at visitors to your web site and all pockets of social media. Every employee, not just salespeople, should be able to recite the answer in some form in every new interaction, whether in a meeting, at a trade show, cocktail party or barbecue. For us sellers, this question cuts to the very heart of where to place your focus in your initial conversation with your prospects and key players. You’ll return to it as a qualifying tool later and possibly a negotiation tactic at the end of your sales process.
Yes, this is very similar to a mission statement. I worry, though, that the concept of mission statements too often gets lost in translation in actual conversations.
Why does my company SalesReformSchool(tm) exist?
SalesReformSchool(tm) exists to help B2B technology company executives improve their sales force’s professionalism by having them follow a process, messaging strategy and expected behaviors that map to the company’s values and culture.
For you to draft your existential answer, consider the following:
- Who do we help?
As my colleague Mike Wien of the Specific Edge Institute (and medal winning Ironman) likes to say and at time shout, “This is especially, NOT exclusively!” So, don’t worry about it being too limiting.
B2B technology company executives…
- Reach what goal or objective and with whom?
All business goals or objectives improve, increase or decrease something within some cohort of actual people, making it real.
improve their sales force’s professionalism…
By providing something. Generally speaking you provide some sort of tools, know-how or services. Say so.
by having them follow a process, messaging strategy and expected behaviors that map to the company’s values and culture.
Why should your ideal client pay attention and want to talk to you?
After you’ve given your reason for existence, you need to ask a question that suggests a reason why you are worthy of attention. You need to include at least one issue or challenge that is keeping them from meeting the goal or objective, that is, keeping them from improving, increasing or decreasing something. The question should make your ideal client simultaneously uncomfortable and needy:
“Oy, that’s not us, we have that challenge; I want to fix that now!”
Your attention grabbing question has two parts:
- At least one issue or challenge that is keeping your prospect from reaching their goal or objective, and
- A reference to the ideal state for them.
Again, for SalesReformSchool(tm):
With the explosion of sales tools especially those geared to filling the top of the sales funnel are you
- Closing more business?
- Doing so in a repeatable and intentional way?
- Growing sales within current accounts?
If “No” to any of the above, then what are you doing to professionalize your sales force?
I like to put this in the form of a question so it generates conversation. Don’t forget to P-A-U-S-E.
Special offer: Send me why you exist and why your prospect should pay attention. At no charge, I’ll offer my feedback. Maybe meet for a cup of coffee?
SalesReformSchool: Food for Thought
I’ve added some one-on-one sales coaching clients this year. Sales coaching, or really any coaching, is all about improvement and assisting with change. For the latter, I intend to start using the below Model for Managing Complex Change. If only managing change was as easy as understanding this table.
Besides professional success, what else are you driving towards in the foreseeable future? Do you have a personal SMART goal? Remember SMART goals are specific, measureable, achievable, relevant, and time bound. I’d like to add that SMART goals should be communicated to a loved one who is pulling for you to succeed. For example, some people have a goal to read at least one book a month for a year. They may have joined a book club to stay on task and make it social. Obviously, many have SMART goals around health and weight. (Hmmm, that’s all about managing change, right? Maybe see above table?) I have a new SMART goal: I want to complete a Spartan Sprint this year. Marsha and I have signed up for this one. Now that I’ve told you, I won’t want to back out. This is what it’s like. Fun, huh? Join us?
More on SMART goals here.
P.S. Did you like this post? Any comments you’d like to share? Please post a comment below or email me. Also, please consider sharing this post!
Through SalesReformSchool, I am available to you for Sales Process Design, Sales Messaging Creation, On-boarding/In-boarding Sales Team Workshops, Keynote Addresses, Facilitation, Group or One-on-One Coaching, Pipeline Reviews and other Sales Management Consulting.