There’s a sales lesson in the Winter Olympics.
Ah, the Olympics. A wonderful time of year. It’s a time when people suddenly become raving fans of sports that they either ignore or chuckle about for the 47 and one-half years between Olympics. Sports such as….curling. Yes, curling, a sport that combines the skills of good janitors with outfits apparently designed by Herb Tarlek’s tailor.
Don’t get me wrong. I’m not putting down curling or curlers. I like to bowl, which isn’t exactly known for great physiques or sartorial excellence. What I’m commenting on is that, although curling is done in anonymity most of the time, during the Olympics it’s broadcast in prime time and watched by millions. And there’s one reason for it, and it might be the most important lesson that any salesperson can learn. I can sum it up in one word.
Context.
What makes curling popular right now is the context of the Olympics. Curling is like numerous other sports that are not sufficiently important on their own to gain a large audience – but within the context of the Olympics, they are important.
I was reminded of this a week ago, when I was speaking in Dallas. I was asked how a salesperson can make “this product” important enough that the buyer will take the time to evaluate and purchase, instead of simply sitting on the proposal. The answer is simple – the product itself is not necessarily important….but it might be important within the context of the buyer’s entire situation. The problem is that the salesperson doesn’t know or understand the buyer’s entire situation –and by the time the proposal is issued, it’s too late to ask.
The problem is that we salespeople fall in love with our products and services. On the one hand, that’s good; we need to believe in our own ‘stuff’ in order to be passionate advocates for it, and for our companies. On the other hand, that’s bad. It’s bad because it gives us tunnel vision.
Our products are the most important things in the world to us, because they are the core of how we make our living. We want to believe that they are just as important to everyone we deal with, hence when we go into meet with our buyers, we focus the conversation completely around our stuff. We ask product-centric questions and give product-centric (or service-centric) presentations. What’s missing from the dialogue? You guessed it….
Context.
You see, our products and services are only important to our customers within the context of their own companies, responsibilities, and spheres of influence. Notice that I didn’t mention “features and benefits.” Most salespeople know the features and benefits very well. What don’t they know?
- Most salespeople know nothing about the overall goals of the customer’s company.
- They seldom ask about their contact’s responsibilities.
- They never ask about the departmental priorities.
- Most don’t know what results the buyer is attempting to generate.
- And they definitely have no idea of how their product fits into the overall picture.
Yet, they fuss and get upset when customers don’t consider their products ‘important.’ The truth is that salespeople usually sell their products in a vacuum, as if no other priorities exist for their customers. They don’t know anything outside of their product’s sphere, so they have no idea where it falls in degree of importance.
Would you like to change that? You can. Simply remember the word “context” and then ask questions of your customer that help you understand what the context is.
Ask “Big Picture” questions about the overall needs and driving factors of the company.
Ask about your contact’s responsibilities. (Helpful hint: Asking “are you the decision maker” is not asking about their responsibilities.)
Understand the Priorities of the company and the department.
Make sure you know what the Result is that the buyer is seeking.
And ask how important that Result is to your buyer, in the grand scheme of things.
This sounds like a lot of work, doesn’t it? Well, it is. But it’s what salespeople have to do in order to earn our spot in the customer’s buying process. Face it – whatever you’re peddling (and if you’re just talking product, you’re a peddler), your customer can buy online without your intervention. So, you have to do things and provide expertise that your customer cannot get online. And understanding the context of your proposed sale is one of those things you need to do.
Context is everything in sales, just like it is in the Olympics. Now, let me see….the Biathlon is on TV, and Curling is next! I can’t wait!
