Imagine one of your sales reps is meeting with the CXO of a Fortune 1000 company. He or she is working hard to persuade that executive to do business with you — not your competitor. Now, ask yourself: "To be successful, what does my sales rep absolutely need to be able to do?"
One key to success is the ability of your sales reps to deliver content effectively.
According to a recent SiriusDecisions survey, a whopping 79 percent of B2B buyers say the content provided by a sales rep is "very" to "extremely" influential in their decision to choose one vendor over another.1
It's likely that your company invests heavily in creating content that supports successful selling, including: industry research and insights, marketing messaging, sales presentations, solution proposals, etc.
You expect your sales professionals to deliver content in ways that differentiate your company. The ability to deliver this content effectively is especially important for sales professionals selling to senior executives.
Executive buyers aren't persuaded by detailed descriptions of product or service features — what they want are context-specific solutions to their most urgent business challenges.
They expect your sales reps to deliver provocative insights and relevant recommendations. Sadly, a big gap exists between expectations and reality.
Most B2B sales reps struggle to deliver your content in a compelling way. Typically, content delivered by sales reps IS NOT:
- Clear and quickly understood by buyers.
- Connected to executive buyers' critical needs and concerns.
- Able to convince buyers to trust the credibility, insight, and expertise of your sales reps.
Failure to deliver content effectively has consequences:
- Buyers don’t see any difference between you and your competition.
- Executives conclude you should be working with lower-level buyers.
- Your solutions become commoditized, resulting in price negotiations that erode your margins.
To be effective when selling to executive buyers, your reps must be able to deliver content and communicate in ways that enhance an executive's perception of your value — not erode it.
How effective are your sales professionals? To help you assess how ready your reps are to connect with and influence executive buyers, download the brief: Is Your Sales Team Prepared to Have Business Outcome Conversations with Executives?
In it, you'll discover a checklist of conversation and executive selling skills your reps need to be successful. You'll also learn why most sales training fails to make a lasting impact on sales performance — and what you can do about it.
The ability to influence decision makers, build trust, and gain buy-in is critical to your sales organization's success. Learn more about Mandel's approach to Influencing Skills Training.
1 Sirius Decisions Summit 2016 Highlights: Sales Content — What Winners Do Differently.
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Before we break down how this show teaches us the key to virtual selling let’s look at the backstory.
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Learn how to identify what goes into a successful TED Talk and how to make those skills work for you in your everyday business presentations.
Learn Mandel’s 3-step model for skillfully responding — not reacting — to tough questions with confidence and ease.
Admittedly, I've struggled to find a reliable way to help people reduce their public speaking anxiety, despite years of trying. I’ve advised people to do just about anything I could think of that might help, e.g., breathing, meditation. While I haven't found the thing that works every time for every person, there is one technique that seems to be more effective than most. Even if you've already found something that works well for you, this technique is worth trying out.
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Executive briefings. Big sales meetings. Project pitch meetings. What do they have in common? The stakes are sky high. There’s a lot riding on them for you and your company — revenue, reputation, productivity. Do your people have, both, the presentation AND facilitation skills to ensure their success?
Read the blog to find out and to get your free Discussion Leader Self-Assessment Tool and Facilitator Checklist.
Memory almost full. Imagine that warning flashing brightly on the forehead of every audience member. A successful presentation isn’t just about the speaker’s dynamic energy or their confident manner in front of an audience. Without compelling, easy to follow content, it doesn’t matter how comfortable you are in the spotlight. You and your topic will quickly be forgotten. So how do you ensure lasting, memorable impact? Learn how to be remembered by leveraging the ancient, globally relevant, and scientifically proven rule of three to focus your content, motivate your listeners, and make your executive presence shine.
How do you feel about building rapport? Many introverts feel uncomfortable when it comes to rapport-building because they think it means having to make “small talk” with others. If that’s you, fear not. You don't need the gift of gab to build good rapport. And having the gift of gab (or being extroverted) doesn't guarantee success either — especially if you're the one doing most of the talking.
Read the blog to get specific rapport-building tips anyone can use to quickly make a strong connection with others.
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