As salespeople, we have become subservient to our sales quota, prospect opportunities, prospect expectations, and the pressure to beat the competition so much that we often come across as weak-kneed caricatures of ourselves when interacting professionally with prospects.

As salespeople . . . we need to eat more Wheaties!

So often, you hear marketing and salespeople talk to prospects about their business value and how great their firm is by saying:

“We are the largest provider in the world!”

“We have the greatest support!”

“Our service is the best!”

This all comes across as white noise to management prospects who hear the same thing over and over again.

Due to companies’ efforts to become more “customer centric” sales organizations, many have become too accommodating and predictable in their sales approaches and are now being trampled by prospects who manage their sales cycles (and your sales commissions) for you.

To sell more, you must become a strategic advisor to management. The key words here are “strategic advisor.” Strategic advisors help prospects fix business problems. As you know, prospects are not always well-informed. So sometimes the prospect does not know what the problem is, or worse, they “think” they know how the problem should be fixed. If you are trying to be a strategic advisor, speak-up, be heard, and stop being so passive in your value demonstration.

Use a “Reverse Value” sales approach to sell more.

“Reverse Value” communication is a sales methodology of proving your value to management by not talking about your product or service, but instead proving you are a knowledge center that can help them by challenging their own current thought process.

By disagreeing with management prospects (when they are wrong) and informing them (by proving your value) how their observations can be modified by your firm to help them reach their business objectives, you are proving you have value greater than your competitors who all speak in lockstep.

If you sound like the competitors (for all practical purposes),
you are the same as your competitors (a commodity).

How do you know if you have enough business confidence to use “Reverse Value” techniques with management prospects? Take the following test.

“Do I Need More Wheaties” Test

1. During the last six months, have you told management prospects that their business or assumptions were wrong (in a professional way)?
   ___ Yes ___No 
    
2. During the last six months, have you verbally explained in detail to a management prospect the business risks of not making decisions or what could happen if they buy from the wrong vendor?
   ___ Yes ___No 
    
3. During the last six months, have you submitted in writing to a management prospect the business risks of not making decisions or what could happen if they buy from the wrong vendor?
   ___ Yes ___No 
    
4. During the last six months have you told a middle-level manager that you cannot move forward (give them a presentation, give them proposal, etc.) in the current sales cycle unless you meet the executive who signs the contract?
   ___ Yes ___No 
    
5. Have you ever asked a prospect to explain your value to you and why they want to buy from you?
   ___ Yes ___No 
    
6. Do you focus on three or less business industry verticals when trying to sell your offerings?
   ___ Yes ___No 
    
7. Can you describe how your product or service increases income or decreases expenses to your prospect?
   ___ Yes ___No 
    
8. Do you feel more comfortable talking business strategy than features or functions?
   ___ Yes ___No 
    
9. Do you feel more comfortable talking to prospects at the level of VP or above?
   ___ Yes ___No 
    
10. Do you read five or more industry trade publications a month like Restaurant News, Manufacturing News, etc.?
    ___ Yes ___No 
     

Correct Answers

1. Yes | 2. Yes | 3. Yes | 4. Yes | 5. Yes | 6. Yes | 7. Yes | 8. Yes | 9. Yes | 10. Yes

To feel comfortable using the “Reverse Value” selling concept, you need to score 70% or more on the above test. Reverse Value methods require confidence, professionalism, industry knowledge, and the ability to intellectually discuss with management prospects business issues that position you as a thought leader.

Be a seen as a thought leader, and sell more.

To your success,

Rick Erling