"People don't resist change. They resist being changed!"
— Peter Senge
I had an interesting
discussion today with a colleague on the 'adjustment' in the economy and how
selling has changed over the last several years. We talked in the context
of a specific organization however there are certain realities that can be generalized
across most businesses selling b2b - the traditional vendor pushing the
'product sell' is no longer effective and customers are looking to 'trusted
advisors and consultants' to make their business purchases.
As I sat in a room of
seasoned 'sales veterans' recently they all nod their heads with the obligatory
'yes - of course I understand how to sell consultatively' but the reality is
that although the methodology has been out there now for several years - very
few people actually use it...and use it well. Selling
methodologies/strategies are clearly in a renaissance - not unlike the
industrial revolution where change was imminent and in motion - and those that
weren't ready for the innovation would continue to do things the way they had
always been done...all the while wondering why others were being more
successful.
The transition from
'leading with product' to 'uncovering business pains' is not a small task.
Traditionally sales professionals have been tooled with powerpoints and
product 'info sheets' that tout the features and functionalities of the
product. The sales call was more of a presentation delivery with an order
form or contract at the end. Even selling complex hardware and software
across large enterprises had a linear sales process that both the vendor and
the customer 'stepped through' succinctly. Deals were made in a single
meeting, with a single handshake - followed by a cocktail and fine dinner.
Today budgets are much
tighter and the accountability at every level of the organization requires
multiple signatures for even the most seemingly 'mundane' purchases.
Getting a meeting to present a new product or technology is almost
impossible as internal meetings establish 'budgeted projects' and vendors are
'invited' to the table. Traditional marketing campaigns where the 'newest
and the greatest' are advertised and highlighted are being replaced with
webinars on 'thought leadership' and industry understanding in the attempt to
gain credibility for the organization in the market.
So..as an internal
trainer/training lead tasked with moving an organization from 'leading with product' to 'solution & consultative selling'... how do you influence change...?
At a minimum...
Understand Solution Selling and create clear
curriculum & best practices
Know your audience... identify those that might
be 'early adopters' and work closely with them
Gain the support of your frontline managers
Gain the support of your frontline managers
Learn change methodology - 'leading
change' & 'managing change' and know the difference
Be cognizant that during change there is anxiety
and chaos...and support your learners
Be able to communicate the purpose, benefits and personal 'wins' as a result of the change
Be able to communicate the purpose, benefits and personal 'wins' as a result of the change
Additional Resources: 
You hit upon the larger challenge that must be addressed before individual leaders can effect change - the fact that organizations must adopt and accept that this approach is a longer-term strategy. The fact that "today's budgets are much tighter" is in direct opposition to the practice of consultative selling, which is a slower-paced, relationhip building approach that over time nets great rewards, but in this day of hitting your quota for this quarter, doesn't work. Without the support and encouragement of executive management to embrace a consultative approach, it is unfortunately doomed to failure. You offer great support materials... and for those within organizations who want to push this type of change, start using those skills on upper management first!
ReplyDeleteAny change requires an investment of resources and time- which will impact immediate cashflow as an expense. We live in an instant gratification/instant ROI mentatility which forces us to often 'Step over a million dollars to pick up a hundred...' What executives don't realize that the lack of initial investment and commitment to making a transition is costly as people attempt to sell under new principals without the proper understanding or tools. This is expensive in that customers get confused and you may see sales executives making less calls as they are not confident with the new strategies.
Delete