It’s getting tougher and tougher to sell complex products and services. Potential customers resist engaging with sellers, and when they do only 1 in 8 feel that the sales-person understood their needs. As a result, fewer and fewer sales people are able to hit their targets (57% miss their quota – and this figure is falling).
Yet 88% of customers say they bought from trusted advisers. They need help to choose the products and services that best meet their needs. But sellers who have been trained in conventional selling skills and technical product expertise struggle to identify need and articulate the value they can deliver.
The divide exists due to a gap in the sales person’s skills and behaviour – the inability to engage in with the right potential customer, in the right way and at the right time to identify and articulate value.
This isn’t a gap that can be closed by training alone. On the one hand, knowing that you should be doing something isn’t doing it. On the other, 84% of sales training is lost after 90 days.
The ‘Value Divide’ can only be closed when the sales person is able to tailor their approach win the trust of their target customer to uncover the value they seek. Only then can they use their product expertise to act as the trusted advisor the customer wants.
This requires a change in behaviour – application and practice of new skills and techniques.