As we make this journey to “Outcome Based Selling” dispelling a few myths along the way will help the recognition of what you have in place verses what you want, in order to win longer term! One of the biggies is Solution Selling. So many owners and sales leaders state that “they are outcome based since they sell a total solution”. After a few minutes the definition of total solution almost always is ” we sell a service, hardware and software”. Their faces light up proudly as if their child has hit a little league home run. Sorry to disappoint but this trio of products has been the villain which fools leaders from noticing what the go to market strategy really is; Product Selling. Inevitably the three are sold using the Wal-mart race to the bottom style which causes profits to fall and non-selling activity to rise.
Until there is personal awareness at the leadership level on how you sell your goods today, learning another method is very difficult to achieve. So today stand on your chair and shout to your employees, ” we sell using the product based method”. Now get down and start writing out the blue print of your current strategy, the how, when, where, and why of your business selling model. Now the transformation can begin.
see you all next week,