Super Agent

It’s Not Your Product; It’s Your Process

One of the best ways to displace your competition and differentiate is to change your strategy and start executing in a different way. It’s not about offering better products or services; it’s about how you approach the sales process.

According to a study from the Sales Executive Council, the most successful salespeople push buyers out of their comfort zones and lead them to where they really want to go (even if they don’t know it yet). Matthew Dixon and Brent Adamson, authors of The Challenger Sale, call these successful salespeople “Challengers”. They explain: “We live in an era when product innovation alone cannot be the basis for corporate success. How you sell has become more important than what you sell.”

So, how can you improve your process and become a Challenger?

  • Prompt buyers to think
  • Offer innovative ideas
  • Find creative ways to help the buyer improve their business
  • Ask questions that create constructive tension and disrupt the buyer’s way of thinking

In complex sales, like risk management or insurance, possessing these skills is even more critical. If you are currently on a path to a more consultative, outcome-based and value-based approach then the ability to challenge prospects is essential to your success.

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