Category Archives: Shaping opportunities
Insight Selling: Essential Skills for Shaping and Creating Sales Opportunities
Opportunities to grow your business with a major account come in three different modes: Respond, Shape, and Create.
When you respond to an opportunity, the customer has already identified the issue, the solution, and the expected outcomes. Now, a provider is sought. This is the most reactive style of account development. The scope and budget are usually already set. Pressures on both price and competition are often high. By no means should you ignore such opportunities. Flexibility is a key element of business. You have to be able to respond as well as initiate. But, responding is not the best way to develop and grow a business relationship.
Selling with Insights: The Why and How of Approaching Informed Buyers with Insight
In our previous blog post, we discussed four changes in buyer behavior driving four challenges for sellers. These were:
Online Perception Bias Reputation Bias Solution Bias Procurement Process Bias
In this article, we’ll share some ideas for overcoming those challenges with insight.
How to Approach Informed Buyers
Buyers are doing their research, and traditional sellers are getting left behind. It is tempting to throw your hands up in defeat and simply respond reactively to the opportunities your customers give you. This approach puts too much of your fate in the hands of your marketing team and can drive intense price competition. Sellers need to engage informed buyers differently. To avoid commoditization, rather than simply respond, sellers must create and shape opportunities.
Shaping opportunities requires the seller to change the way the customer thinks about their needs or a solution to the seller’s advantage. It is most applicable when the customer is far along in their buying cycle and has already formed a concept for what they want or need. Shaping the opportunity requires the sales rep to disrupt the customer’s thinking so that they take a few steps back and reconsider the need or solution. Through building trust and credibility, and through sharing relevant insight based on credible research or experience, the seller challenges the » Continue Reading.