Sales is all about relationships. Eventually closing the deal is, undoubtedly, the ultimate goal. But without an established and trusting customer relationship, aligning the products or services with the buyer’s core objectives and along the buyer’s journey is a guessing game at best. This is the purpose of the initial sales discovery process. Sales is about helping a new customer achieve their desired outcomes- outcomes they might not have even considered at the outset. It’s about assuaging fears and helping them see new possibilities. But what we are too often missing is realizing that in order to do this the sales discovery phase has to be the most important part (even compared to the late-stage negotiation) in developing trust and rapport and, ultimately, eventually earning that deal.
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Will Milano
Chief Marketing Officer, Integrity Solutions
It’s about uncovering some of the hidden structures, like how decisions get made, what’s going on in the organization and fears and apprehensions the buyer might have. Our conversation this week is with Lisa Weaver & Jay Cone, Partners and Co-Founders of Unstuck Minds, where we discuss:
- the importance of how the sales mindset and salesperson’s intentions comes through clearly- one way or another- through sales discovery.
- what the best use of a salesperson’s time is during research
- the amount of time (hint: more than you think) salespeople should actually be spending in discovery before attempting to move forward
- the value of how learning ‘attention agility’ can help a salesperson get to what’s most important to the customer
- improving questioning and listening (truly listening…) skills with customers
- what customers expect from those initial discovery meetings.
Sales discovery has less to do with hitting a goal and more with emphasizing whatever learnings come out of an initial, collaborative discussion — which helps with the mindset shift that needs to happen for both the salesperson and customer.
Join us on this latest episode of Mental Selling to learn more about the mindset and skillset needed to focus less on hitting certain milestones and more on how deep you’re building that new relationship and how much trust was created as a result of that sales conversation. Check out the full episode! Click the link above!
Misperceptions about the time salespeople should be spending in sales discovery
When efficiency is a top priority, it makes sense that salespeople want to push customers through the sales funnel as quickly as possible. That misguided mentality, unfortunately, is what’s driving inefficiency the most.
The salesperson that knows their customer and their motivations is going to present products or services that align with the customers needs and goals. When you don’t have that alignment, you risk the customer stalling or rejecting offers, wasting substantially more time in the long run.
Instead of using the word ‘efficient’, replace it with discovery: A word less to do with hitting a goal or the salesperson “winning” and more about emphasizing whatever learnings come out of a discussion — which helps with the mindset shift that needs to happen for both the salesperson and client.
“It’s a lifelong pursuit of becoming more comfortable being in a moment with someone, and being okay with uncertainty and ambiguity, that allows the space for something to emerge.”
– Jay Cone
Where change can take place
While the sales team has their part to play in initial research and curiosity about the client, their motivation largely stems from and reflects the metrics (and values) of their organization. If a sales leader puts an emphasis on numbers over relationships, salespeople will never make the transition, especially new salespeople who don’t know what to look for.
Building attention agility
While starting to have more in-depth conversations with clients is important, it’s only the first step towards building that relationship. For most salespeople, they’re excited to tell the client about their product or service — but when a big part of building a relationship is listening, it can be hard to change.
Described as “attention agility,” a salesperson must recognize when their attention is wrapped up in their own motivations and goals. Once recognized, they must shift attention back to the client. Only then can they truly start to hear what is important to the client and meet their needs.
Think of buying a gift for two people: One of them is your close friend and the other is a stranger you just met. The odds of you getting your friend a gift that they’ll actually enjoy compared to the stranger is significantly higher. And why? You know your friend: Their interests, hobbies, and goals.
This is the purpose of the initial sales discovery process.
Sales Discovery Process Podcast Related Links
Follow Lisa on LinkedIn
Follow Jay on LinkedIn
Unstuck Minds website
Follow Unstuck Minds on Twitter
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