“If our content answers ALL of our buyer’s questions and concerns, then they won’t need me anymore.”

Posted April 4, 2022 in
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Zach Basner

Digital Sales and Marketing Coach at IMPACT | “All you need is the plan, the road map, and the courage to press on to your destination.”

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This was brought up by a sales rep in a workshop today, and it’s not the first time I’ve heard it.

In fact, I’ve heard this dozens of times.

Here’s the thing though: is that really true? 

Does a sales rep become obsolete if they address a buyer's questions and concerns outside of a meeting?

Do we appear less helpful if we let content do a bulk of the teaching?

I don’t think so. And I haven’t seen any evidence to back that up.

Here’s what actually happens…

When you, as a sales rep, make sure a prospect takes the time to consume helpful and truly unbiased content…

  • You establish yourself as a trusted guide
  • You make it less about you, and more about the customer making a decision on their own terms
  • You make their buying process easier (and faster in many cases)
  • You create far more momentum than you could create in a single meeting
  • You set yourself apart from other sales reps who sell hard vs. teaching how to buy
  • You educate in a way they prefer to learn - on their own time and at their own pace

I’ve seen time and time again that great content, (assuming it’s honest and truly helpful) will be the greatest sales tool you’ve got in your arsenal. 

It’s not working against you or competing for your job.

Curious to hear your thoughts on this…
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Nick Bennett
a little louder for the people in the back! 

"Does a sales rep become obsolete if they address a buyer's questions and concerns outside of a meeting?"

It's actually the other way around... a salesperson who attempts to be the gatekeeper of knowledge and does NOT use content to guide prospects to make a decision on their own has become obsolete.

Buyers know that if you don't serve up the information they are looking for, in the way they want to consume it, someone else will. 
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Winnie Anderson
I agree  Nick Bennett  I think it's also a narrow view of a salesperson's role. What if, instead of focusing on the initial sale, the sales rep embraces the idea that they're selling -- and re-selling -- to the client. They can share tips with the new client to help speed up their success with whatever it is the client is buying. 

I remember when I was buying my first Honda. 

I didn't need to be sold on my Civic. I knew when I walked on the lot that I wanted one. It was a matter of which one could I afford at the time and what color that came in. 

The sales person shared a trick with the climate control system that made it easier to keep the windows from fogging up. She talked about how much driving I did (a LOT) and helped me convince myself to spend a little more and get a sunroof (and every car I've had since that one has had a sunroof). 

There are nuances to a sale and to a client that I think we all know reps with that sort of mindset are missing.
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Bob Coppedge
This is a quick video I did back in 2020 about that same question. Mind you we were primarily posting and pushing it on LI so not much in the comments/views side of things. But it tells the story about a salesperson at a sunroom company I used to be CIO of "back in the day" and addresses this very issue (obviously very pre-TAYA for me):  https://youtu.be/NydDGzloe9g
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