Innovation in Sales

Innovation in Sales

What is innovation?

Pay attention to the excellent definition that psychologist Carl Rogers gives us about innovation: he defines it as "the degree of relative readiness with which some people change their behavior in relation to their social environment". In this way, we have salespeople who have an immediate reading of their environment and adapt quickly, and sell more. While others, they remain using obsolete sales techniques that, at some point worked, but now work less and less.

Here are some keys to innovate in sales management.

Offers Solutions, NO Products: No product or service, not even a full of attributes and features, will conquer a market if it does not represent a concrete solution to a "pain" of its target users. In Traditional Marketing, we talked about offering "Satisfactors" to unmet needs. Today, with that is not enough, we need to offer "Solutions to problems" or "Relief of pain".

Empathize with your clients: If we are talking about offering relief to an eventual pain in the users, we should be able to put ourselves in their place. The same thing we would like doctors to do. Understanding, recognizing and hopefully being able to suffer what it is that it is feeling, what it thinks, what it sees, what it listens and what it says.

Design differentiated offers: It seems obvious, but not all your customers are the same. A unique and standardized catalog does not work. You must arrive at the first business meeting with a specific solution for your problem. No, with a generic solution and much less, with lagged solutions (by way of offer) that nobody wanted.

Learn to synthesize the message: Time is everything. A proposal, if it is good, should be able to be transmitted up to 30 seconds (elevator speech). If you need a 45 minute meeting to describe your solution, it is not as good as you think it is or is not really what your client needs.

Recognize the Value of your product: Your solution (product or service) is not what it costs, but what it is worth to your client. What is the value to him, of being able to access your solution? If the price is high and the solution represents that same value for him, he will pay for it.

Create Value Lists, NOT Price: While discounts are still a closing strategy that works. Each time they are less. As indicated in the previous point. Your client, before needing to know how much your product costs, needs to know what the real value is for him. Not for others, for him.

Your product is not what it is, nor what it does, but the experience it builds: Think of Starbucks. They DO NOT sell coffee. They sell the experience of buying it and then take it. Your product can not only be a container of functional benefits, but the door to a unique and memorable consumption experience.

Build the emotional value of your brand: As in the previous example. The emotional value and the promise of an experience that contains the Starbucks brand is what allowed Americans, who for years were used to pay 99 cents for a coffee, pass without problems, to pay $ 3.50 for basically the same product . Your brand should not only be preferred, but loved and admired.

Innovation is culture: It is not enough to innovate in the sales department. Innovation is a value that needs to be incorporated integrally into the whole organization. In this way, it must be lived in an integral way in all the processes of the company, purchases, operations, marketing, design, etc.

Make technology an ally, not just a series of tools: A website can not be just a digital catalog, which, like a printed one, once edited, is never modified again. An email can not be treated like an old fax that came to your company and was answered one or two days later. Today, the key is to make the interaction with your target market, the goal of all your digital strategy. Listen, understand, respond, interact. All the technology to achieve it is available within a few clicks. Do not waste it.

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