In sales, you must be a master of influence. Not only do you need to help your prospects see things from your perspective, but it is critical you provide value that meets their perspective. We call that perceived value. Perceived value can get mucked up by sales people and I’ll give you an example using taxis.
Let’s say I’m on a business trip and need to get from the airport to my hotel. I walk outside to get a cab and there are two identical cabs outside the terminal. I ask each of them why I should choose them.
Taxi Driver 1 says: You should ride with me because I have new Kumho TA11 performance tires, I’ve been using 1030 oil for my V8, and my vehicle only has 98,000 miles on it. On top of that, the wiper blades and brakes were replaced less than a month ago.
Taxi Driver 2 says: You should pick me because I will get you to your destination quickly and safely. My vehicle has passed inspection and I have a clean driving record.
The second driver clearly understands what’s important to me, and likely most passengers.
Keep that in mind when you are selling. Especially when it comes to technology, sales people can get excited about the cool dual quad-core processors, 64 GIGs of RAM, and disc space a server has when the customer only cares about running their business quickly, improving efficiency, or making more money. They want to buy the ability to do these things.
Ultimately it is our job as sales people to solve the customer’s business challenges with IT, and not sell them technology. The next time you take a cab ride, remember that!
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