Teaching the Teachers: Turning Your Sales Pitches into Teachable Moments

As a part of your company’s sales team, it’s your job to reach out to business decision makers, build relationships with them and ultimately convince them that your product or service is right for them. These are the mentors and leaders in their organizations, men and women who have worked hard to build the knowledge on the ins and outs of their company.

They are the teachers. And it’s your job to educate them.

Put Down the Bullhorn

Depending upon your point of view, technology is either to thank or to blame for speeding up everyone’s lives. It has improved productivity and business efficiency, but it’s also shortened attention spans and increased expectations across the board.

For sales, it’s not enough to simply pound your product into people’s heads. For starters, that’s what everyone else is doing; it becomes noise and it wastes people’s time. You have to equip your sales teams to rise above the pack and instead provide tailored, relevant information on how your product makes their lives better.

This is not easy to do and goes well beyond memorizing scripts. You have to learn their business, their industry, their unique needs and challenges, and present the use cases and benefits in a compelling, meaningful way. It’s not about bulleted lists and spec sheets; it’s about how your product or service can provide tangible, positive change.

Master the Three “Whys”

In order to teach your prospects effectively, you have to master the art of the three “Whys:”

  • Why Change: Instead of leading with your product, dig deep into their current business processes. What problems are they experiencing that they don’t even realize they have? At this stage you’re simply planting the seeds, with an eye towards how your offering will eventually solve their issues.
  • Why Now: Businesses can easily get bogged down in their own inertia; neither change nor the decision to change happens quickly. You have to convince them why they should change their habits. Are they spending inefficiently? Are they leaving business opportunities on the table?
  • Why You: Only at the last stage do your specific product, service and company come into play. Why is your organization the best suited to tackle their problems? What’s unique about your offering that your competitors can’t match?

By tailoring your pitches with the three “whys” in mind, you can more effectively reach your prospects in an engaging way and become a trusted source of knowledge—and ultimately, solutions.

Looking for more insights on how technology is impacting business decisions? Download PGi’s free eBook “The Future of Business Collaboration” today.


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