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BEYOND CONVENTIONAL SELLING
Written by: Nikki OwenArticle Overview: Having just returned from Copenhagen where I've been working with my favourite client; I realised that between us we have created an oil company version of 'The Tipping Point'. Essentially, you could describe this as an insatiable learning epidemic that is beginning to invade the entire global organisation and the reason for this success is so obvious, so simple that anyone could do this.
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BEYOND CONVENTIONAL SELLING
I remember back to 1996 when, after 4 years of being unable to get an initial meeting with Shell, I eventually managed to get onto their pitch list for a £40,000 contract to deliver sales training to their UK field-based salesforce. I have always believed that there are 3 vital components to achieving extraordinary success; firstly, you need to be able to build high levels of rapport, secondly, you need a vision of what your client could achieve without any constraints and thirdly, you need to find a creative way that would enable them to afford what you believe they should do.
That's why, in my pitch to Shell, I decided to keep the £40,000 in their Investment Schedule being totally aware that my planned approach detailed in my proposals to them were 'significantly' more than they discussed. I presented an idea that was completely 'out there', an approach that I believed to be extremely radical yet ultimately would deliver them huge tangible gains. The price tag was £1,400,040!!!!!! (Notice I kept in their budget of £40k). The challenge, once they'd picked themselves off the floor was to show their panel how they could fund this and why they should be motivated to just do it. The programme I subsequently developed for them, (14 hours of competency based sales development delivered on CD Roms) is still being used around the world today - consequently I've never let a little thing called 'budget' stop me from the magic of thinking big.
Going back to my favourite client, she and I have established such a great relationship that we are both totally committed to achieving our vision, in a way that we both believe in. What started out as a simple course for Team Leaders has evolved into an accredited Academy, competency based assessments, web-based support, ongoing tele-coaching, newsletters, Gala Dinners, Guides and resources to help cascade the learnings, competitions, networking and that's just skimming the surface! As a result, the programme has huge impact and possesses an almost magical allure where Leaders feel compelled to attend.
Get creative and brainstorm other ways your client can fund your services, think bigger than you dare, then figure out how you can make it work and ultimately remember that almost all the great salespeople today are using a consultative approach.........which is why I believe it's time for you to find a differentiator. What does this mean? Listening beyond what they want and chunking up into the realms of abstract to see The Big Picture to identify the approach that would wildly over-achieve their expectations. Then develop a more specific proposal detailing how they can make it work.
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Article Tags: budget, cascade, cd roms, competency, competitions, constraints, gala dinners, great relationship, investment schedule, magic, networking, pitch, price tag, proposals, shell, skimming the surface, team leaders, tele, vital components
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