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TV Sales Expert Insights Series / Sales Management / Nov 9, 2018 / Posted by Tom Williams / 1347 

The Sellers Challenge

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Being a salesperson, or should we say a successful salesperson, is no easy task. In fact, being a salesperson can be one of the most challenging jobs because it requires tact in all aspects of the job while overcoming deal killing obstacles everyday. It also means that you are in constant competition with thousands of other people just like yourself, trying to close deal after deal in order to survive. The salespeople who are successful are able to win incredible new opportunities and climb the corporate ladder, while those that are not successful eventually burn out.

This expert sales interview explores:

  • Must Win Deal Reviews
  • Selling to Resistant Buyers
  • Selling in a Gatekeeper’s World
  • The Seller’s Challenge: How Top Sellers Master 10 Deal Killing Obstacles in B2B Sales

Must win deal reviews:

Williams discusses one of the major challenges in sales being the failure to identify a key buying influencer that is involved. This means being able to customize your value proposition to each individual that will be involved in the decision-making process. Are you able to provide information that resonates with the gatekeeper or decision maker, or are you telling the same thing to each of them like a broken record?

Selling to resistant buyers:

Today, we are armed with more information than ever before and are constantly bombarded via phone, email, social media, etc. which has made us more resistant to sellers than ever before. Williams address overcoming the status quo through the use of insight selling. Consumers appreciate the value of stories or storytelling to get their attention and change their opinion of a product. It is a major challenge to try and get consumers to see a different future for themselves, but it is a necessary objective. Facts and figures or visuals can also help contrast the ideas of then and now so that the buyer really gets a clear picture of what you are saying. Williams suggests that it is important to make it uncomfortable to stay where they are, despite the fact that change can sometimes be uncomfortable, too. There is a better position that they could be in.

Selling in a gatekeepers world:

Thanks to technology, and being bombardment through every aspect of our lives with new products and offers, gatekeepers have made themselves particularly hard to get past. Williams says, it is important to eliminate the word “gatekeeper” from your vocabulary because it can carry a negative connotation. Try thinking of them as presidents of access, or something more positive. Their job is to keep people out AND to let the right people in. If they aren’t letting you in, then consider your actions. Are you articulating a valuable message to that individual that makes them want to give you the time?

The Seller’s Challenge:

William’s discusses his book, The Seller’s Challenge: How Top Sellers Master 10 Deal Killing Obstacles in B2B Sales. The book identifies 10 of the most common obstacles that sellers encounter. From selling to buyers that are resistant to change, to selling to stakeholders, The Seller’s Challenge is a “tactical field manual” that provides current research, real-life examples, myths, best practices, and everything in between to help you combat common sales mistakes.

To learn more about the challenges that sellers face, watch the entire expert sales interview. If you would like to purchase Thomas’ book, it is available on Amazon and in bookstores.

About our Host

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.

    About Author

    My passion is to help sales organizations sell more effectively by markedly improving their new hire candidate assessment process, sales productivity, and business acumen. Our clients benefit by winning more customers and selling more to existing customers.

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