Why Disrupting Your Customer’s Thinking Is The New Key To Sales Success
Steven Norman (pictured below) is the author of Future Proof Sales Strategy, a guide to what’s working in the professional sales world today. He is also the founder of Growth Acumen, working with companies on implementing world-class sales practices. In this guest column, he says to increase sales, you need to start disrupting customers…
In the balance of power between buyers and sellers the pendulum has swung decisively towards buyers in the past few years. Thanks to the internet, buyers have access to more information than ever before, they can easily research product information, connect with peers and access countless benchmark tests, comparisons and reviews.
At the same time many products and services have become more commoditised with many traditionally complex products now very easy to buy and use. These and other factors have definitely contributed to power flowing back to buyers stronger than ever before.
With so much information available to buyers, they are delaying their engagement with sellers. The most often quoted statistic, from CEB’s research, is that buyers on average wait until they are 57 per cen tthrough their buying process before engaging with sellers. If we consider what buyers are doing in that 57 per cent portion then we can see how serious the implications are for sellers. A typical corporate buying process might have the following steps.
- Business as usual
- Recognise the need for change
- Consider various solutions to achieve goal
- Evaluation of potential suppliers indirectly (online/industry contacts)
- Engage with Suppliers
- Tell suppliers what they are looking for
- Receive proposals
- Negotiate with preferred supplier
- Award business
From above we can see that a lot of important decisions are getting made before buyers are even engaging with sellers. What does this mean for sales organisations? Here are five implications.
- Buyers are choosing to spend much less of their time with sellers and sales organisations.
- By coming late into the buying process sellers don’t have time to understand the priorities and the various stakeholders on the customer’s side.
- We do not get a chance to learn what the customer’s underlying needs are.
- We will not be able exert much influence over the sales/buying process.
- We are relegated to commodity status and lose our negotiation power.
Is there a way to engage with customers earlier, before they start questioning their own status quo or start developing solutions? Of course, top sales organisations and top sales professionals have always found a way to engage with customers well before they are in a buying motion and before they have developed a solution or even recognised a need for change. There are several sales approaches based on this theme, insight selling, consultative selling, disruptive selling, Provocation-based selling and the challenger sale to name a few.
The concept is that we disrupt our customer’s thinking by approaching them with ideas or insight on how they can run their business better rather than leading with information about our products and company.
Here’s a very simple example to demonstrate the point. Let’s say we sell a solution for the manufacturing sector. The traditional approach to a customer might be: “Hi, I’m Jennifer from XYZ company, I’d like to talk to you about our new system, it has all the latest features, we have great market share, we have customers in 20 countries, our quality is the highest etc…”
This is all about us and customers are just weary, and wary, of this approach. Instead we could approach with something like this: “Hi I’m Jennifer from XYZ company, I’d like to talk to you about some breakthrough approaches in reducing line changeover time and improving capacity utilisation. We recently worked with ABC company and helped them substantially improve these two key metrics. I note from your recent quarterly report that these areas are a big focus for you right now.”
We need to leverage our experience with a broad range of customers, our products and specific research into our potential customers, to bring ideas on achieving better business outcomes. We should be able to bring tremendous value to customers and help them improve their business in ways they weren’t even aware of.
Here are some of the benefits of engaging early and disrupting our customer’s thinking.
- We’ll be creating opportunities rather than reacting.
- We will not be competing with anyone, at least in the early stage.
- The customer will get better value as our solution should be better than their status quo and their own self-diagnosis.
- We will be working with the customer on the solution design thus putting us in a good position when it comes time to buy.
- We will have positioned ourselves as a credible and trusted advisor, vs someone trying to sell something.
With buyers much less dependant on sales organisations, disrupting our customer’s thinking and taking an insight-led sales approach is more critical than ever. Serious decision-makers are receptive to new ideas and they are happy to hear from specialists who challenge their thinking. On the flip-side they are definitely not receptive and don’t have the time to listen to product and solution pitches. The path is clear, if you want to survive and thrive in today’s sales world you need to have a disruptive mindset.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.