The Science on Persuasion is Getting Better
The Problem with Solution Selling
Your rock-solid case isn’t enough. More frightening - it might be backfiring.
Many reps think that to be persuasive, you have to have a solid “case.” Meaning airtight, rational, buttoned-down, quantified value. This is the core of Solution or Value selling approaches. Listen, elicit information about the customer's problem, and use that to build a compelling value case for our solution.
But lots of people make good cases and don’t close. And they usually blame the customer for not “getting it.” I used to be a big Value Selling proponent when I was in corporate roles, but eventually soured. It’s not that a value case isn’t needed, but I saw too many value cases that didn’t close for me to think it was a fluke.
Becoming a Trusted Advisor
Persuasion science has come a long way since that days of value and solution selling.
Updating your approach for factors of persuasion is a key part of a Consultative sales approach. And Consultative Selling approaches are proven to close more deals, reliably.
What is the key to consultative approaches? It comes down to 3 key differences.
- Understanding what drives customer anxiety?
- Gaining status to help them think about the problem, rather than your solution
- Helping them uncover blind spots in their thinking that ultimately make your solution attractive.
Traditional approaches don't teach this at all. I know; I've looked. This is "trusted advisor" status. I shudder at that term because everyone uses it, aspires to it, but most have no idea how to create it.
That’s some of what’s new in the science. Achieving this level of trust isn’t magic, isn’t a special “touch.”
It has a method and can be taught.
And the data shows that those who use this method, close more deals. Not 10% more, 10X more!
If you're interested to know more, we did an Executive Roundtable on it recently. Listen here to learn more.Actioning the Insight
While the complete methodology has many facets, here are 5 approaches your teams can use today to close more business by becoming more persuasive. (without touching your solution)
1. Co-create a solution
Give your customer room to allow them to help you customize your solution to their needs. A customer who invests time to help build a solution is much more likely to buy it.
2. Tell a story
How do you tell your customer he or she is thinking about it all wrong?
Tell a story. Make the hero someone your customer would identify with, and see themselves in. Make learning the insight you want to teach be a pivotal event in the hero overcoming their challenge.
Your customers will listen to the story, and usually give at least due consideration to the insight.
3. Acknowledge the validity of the alternate viewpoint.
Many times reps want to make sure they can defend against all possible points. They usually end up in needless debate.
Yet, acknowledging the good side of objection is a huge persuader. Counter-intuitive, I know. It enhances your credibility because people who are seen as balanced in their approach are seen as more credible their opinions.
4. Drill deep on the cost of inaction.
It doesn’t matter how great your product, or the opportunity it creates, is. People are driven far more by the fear of loss than gain. Spend time surfacing all the ways not acting is costing the customer. Drive those points.
5. Create a category or highly customize the solution for your customer.
The more unique your product is, the more “scarce” it is. And scarcity makes customers buy
Good luck; happy hunting!
Until next week,
Kendall -
Find me on LinkedIn or Book a 1:1 call
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