From Pitch to Purpose – Evolving with Value and Outcomes
Pitch and purpose sound like two very different things that aren’t related at all, but all too often, sellers are pitching their products, instead of speaking to the buyer’s purpose. Especially now that a lot of us have moved to remote selling with the onset of COVID-19, there has been less interaction, less collaboration, less purpose, and more pitch; And buyers are more turned off than ever on the traditional sales pitch approach. As salespeople, we have to make meetings collaborative, ask more questions, speak less, and not get so enamored with sharping a presentation or a demo. Sellers should be in collaboration mode, not broadcast mode. In this expert sales interview hosted by John Golden, Thomas Pisello will teach you how to go from pitching to purpose.
This expert sales interview explores:
- The importance of diagnosing
- The value of keeping things simple
Diagnose, prescribe, facilitate:
Prescribing without a diagnosis is illegal if you’re a doctor, and it’s just as bad if you’re a salesperson! Diagnosing is one of the most important things when it comes to selling with purpose, to the buyer’s purpose. You aren’t there to sell a solution, you are there to help the prospect solve a challenge or issue they have, and deliver value.
Keep it simple:
The demonstrations these days tend to be very long, and go through every feature and function in one set day. Instead, break up the demo into little stories that tie back to the challenges and issues that you discovered in the first part of your interaction with your client when creating your diagnosis. Showing off every function and feature adds complexity, which ends up freezing your customer.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.