Today’s entry comes courtesy from my consulting firm. I liked the concept’s clarity and brevity so I thought I’d pass it along.
Whatever you are selling, that product or service can be categorized into one of three dynamics. Recognizing your arena is important because different sales strategies work for different dynamics. It is up up to each of us to pick the right tools.
The three sales dynamics are:
1. Breakthrough. The buyer might not even know your product or service exists, but purchasing it will create huge performance gains and advantages. These we must approach with a “Missionary” mindset in order to drive the demand for the offering. This sale typically demands a confident decision maker who will balance your risk and reward value proposition and have the courage to own the risk.
2. Markedly Different. This product or service is likely not to be a new concept to the buyer, but he or she will be unaware of the your offering’s measurable advantages. The challenge is getting the buyer to see that measurable difference and why it’s “worth it” to buy from you. Approach these sales opportunities with a custom “Solution” mindset. Make sure the ROI case is as strong as possible and help those differences shine through.
3. Same (But Different!) The buyer is probably well aware of this type of offering. If he or she buys, they will usually only switch if they are presently dissatisfied. If they’re not in the buying market presently, they will only buy when a need comes up. You can’t create your own demand. In these encounters use the “Partner” mindset to remain top of mind and then facilitate a superior buying experience when the “elusive time of need” arises.
Many companies offer products and services in different categories. Think about yours (and sell yours) individually, rather than making a sweeping generalization about your organization’s sales dynamic.
Quick tip:
Figure out the dynamic first, and then pick the most applicable sales approach and strategy.
Becoming a top performer:
To the surprise of some, it’s typically easier to sell in the Same (But Different!) category than it is in Breakthrough. You can make plenty of money selling all three; but people who can sell Breakthrough solutions consistently well often make millions.