Janice Lipsitz, senior sales performance consultant at Wilson Learning, says sales organizations have become increasingly overwhelmed, which often prohibits them from adopting a long-term selling approach. Here, she lists five common challenges sales reps face today.
- The ability to articulate the value of a solution in a way the customer cares about. "It's about aligning your selling strategies in a way that's about how the customer wants to buy," Lipsitz says.
- Working with executives. Companies need to link the solution they want to sell to customers' strategic imperatives. "When I interview sales groups and ask them how to utilize relationships with executives, [they say,] 'Let's get into the CFO level to close the business,'" Lipsitz says. "But B2B is about conducting executive calls before they recommend anything."
- Understanding how the product or service impacts business. Often companies don't understand the implication of the product or service they sell to the rest of the client's business. "It's about, 'How do I as a sales rep go in and understand the connections about the various departments in my customer's organization?'"
- Understanding the sales process before building a solution. Once an organization understands how to enhance a customer's processes, only then should it offer a value-add solution.
- Differentiating from the competition. Lipsitz says organizations that are in a competitive situation need to ask, "How do you get a foot in the door and win business that helps you grow, and how do you separate yourself in today's environment?"