2020wasdefinitelyayearof changeandmarket disruption. Is the value proposition your team has been using for years still resonating with buyers today? In the audit we need to ask buyers questions like: • How is your business doing today? • Have you seen any significant changes that have impacted your business, how you are buying, or your role? • I understand you buy some products from our competitors? What do you find they do very well? • If youwere running _______(our company), what would you do to grow sales with your company? • If someone called you on the phone and asked:Whydoyoubuy from______________ what would you say? If you are calling target accounts or accounts you lost or have seen a sales decrease with I suggest asking this question as well. We would like to earn your business. If someone were to call you today and ask: Why don’t you buy from ___________ what would you say? In the December issue, I shared just how critical it is to ask great questions early in the sales process. A couple of quick rules when doing this kind of a value proposition audit: • Ask and listen, do not try to defend or sell through any issues identified. • Do not have your salespeople ask these questions. You need to hear the information firsthand or from a 3rd party research firm. (Besides, you need your team selling). • Do not do this process in a survey. Why? The most valuable part of this process is capturing the current market problems your buyers are having in their voice. A survey will not do this. By Mark Allen Roberts How Do You Know If Your Salespeople Are Using a Dated Value Proposition?
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