Identifying and challenging buyer biases can lead to more impactful conversations and reduced friction.
Adding value and context to questions can create a more meaningful conversation with buyers.
Using customer stories to highlight challenges, solution success, and proof of success can strengthen the connection with buyers.
Deep dives
Reframing Interactions with Buyers
When engaging with buyers, it is important to identify and challenge the biases and invisible scripts that they may hold. By reframing interactions and avoiding confirmation of their biases, sales professionals can create a more engaging and impactful conversation.
Adding Context to Questions
Rather than asking generic questions, sales professionals should aim to add value and context to their questions. By sharing insights, industry best practices, or customer stories alongside questions, they can create a more impactful and meaningful conversation with buyers.
Using Customer Stories Effectively
Sales professionals should leverage customer stories to connect with buyers on a more human level. These stories should focus on highlighting customer challenges, demonstrating how the sales solution helped overcome those challenges, and providing proof of success. By sharing relevant, relatable, and impactful customer stories, sales professionals can strengthen their connection with buyers.
Shifting the Dynamic in Demos
In demos, it is important to challenge the buyer's expectation of a boring, standard product tour. Instead, sales professionals should focus on labeling basic features that are common to competitors and explain why their solution goes beyond providing table stakes. By highlighting unique differentiators and defending them with evidence and customer stories, sales professionals can disrupt the expected demo dynamic and create a more engaging and valuable experience for buyers.
Connecting on a Human Level
Sales professionals should aim to connect with buyers on a human level by being themselves, having fun, and focusing on the individual's needs and wins. By creating a relaxed and genuine conversation, sales professionals can build rapport and establish a stronger connection with the buyer.
In this episode, Kyle Asay from MongoDB joins us to talk about the future of AI in sales, how he's leveraging ChatGPT with his team, and how to reduce buyer friction to win more deals.
