To successfully conduct business in today’s economy, sales professionals need to follow a framework that allows for them to navigate the complexities and nuances of how businesses themselves run. Older process like BANT or MEDDICC no longer effectively allow reps to communicate the reasons behind a deal to their teams, nor allow for tracking of the nuances that need to be overcome in every B2B transaction.
SalesLair has developed The MODERNN Sales Methodology to enable Sales Pros with an updated and relevant process that helps them close business faster and more efficiently.
Just as a term paper needs a thesis, customers needs a motivation in order for a deal to get done in todays economy. Gone are the days of companies buying something just because they can. The customer motivation can be both businesses driven, and driven by the operators personal motivations. There can also be multiple motivating reasons for a customer to make a purchase.
Questions:
-What is the motivation surrounding this initiative for the person or team you are speaking with?
-Does solving this problem make their job easier, better, or give them an advantage?
At most companies, it is rare for a buying decision to be solely made by one person. For large enterprises, the buying decision could involve multiple individuals and teams needing to agree on the appropriate solution.
Questions:
Are you working with all of the appropriate operators? Buyers, Recommenders, Testers, Sourcing, Finance, Procurement, etc?
There are multiple ways to solve a problem. Simply having a solution that can check the box is not enough in a competitive market. Sales Pros need to communicate their solutions differentiators early and often during the sales process. You also need to show how the unique differentiators of your offering they truly add value to the customer.
Questions:
-Have you used “insert differentiator”? How do you like it?
-How were you solving this use case before our solution enabled you with our “differentiator”?
-Do you think there is anything missing in how our “differentiator” works?
At the end of the day, everything has a cost. Sales Pros need to talk cash early and often and fully understand how their solutions costs compares to not only the competitors in the market, but the cost of not buying a product or building it in house.
Questions:
-What are the costs for purchasing the solution? Are there multiple deployment options available?
- How do your costs compare to your competitors solutions?
-What are the costs for the company to build a solution internally?
-What are the costs to the company if they do nothing?
Believe it or not, people are still running businesses and in modern B2B transaction, people are still interacting with other people people as part of most sales cycles. You do not have to be best friends with a person to do business with them, but your relationship needs to add value that is perceived as useful to the buyer(s) during the sales process. The better you are able to form a relationship of mutual benefit, the more likely a deal is to happen.
Questions:
-How would you define your relationship(s) with the prospect?
-If everything were the same between you and a competitor, how would your relationship with the prospect be the differentiator that would enable you to win the business?
It goes without saying that a business wont purchase something that it doesn't need. Gone are the days of POs being issued with the idea that it "might" help us be better over the next year. Double down on showing how your solution provides ROI and enables the business to make more money.
Questions:
-Does our solution solve all the businesses needs we are aware of?
-Does our solution offer additional value that the customer wasn’t aware of prior to working with us?
-How does the business make more money by using our product?
For a deal to be done, the solution needs to meet all of the technical criteria mandated within the project scope. This is often known as the technical decision criteria and most enterprises will have a rating system when evaluating potential vendors.
Questions:
-How does your solution meet the needs of everyone involved in the decision?
-If your solution cannot currently meet one of the technical criteria, is that feature on the roadmap?
It is best to break these technical use cases out granularly to show how each each stakeholder's needs will be fulfilled.
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