In sales, sharing product features & benefits must wait. Your buyers want to purchase outcomes, not products. Standing out in a commoditized market requires salespeople to focus first and foremost on knowing what the customer is trying to achieve well before they ever start selling.
In the most recent episode of the Sales Pipeline Radio Podcast, our Steve Gielda joined host Matt Heinz to discuss the realities of today’s B2B buying journey- from the truth salespeople losing deals on price is typically a myth, to how to truly get ahead of your competitors in ways that not only add value but help the customer frame the decision criteria in the first place.
They discuss:
- Buyers buy outcomes, not products. Know what the customer is trying to achieve before you start selling. Features and demos are for much later on.
- Price is rarely the real reason you lose a deal. Sales reps often say they lost on price, but customers usually tell a different story. You have to dig deeper.
- Reframe the decision criteria before your competitor does. If you let the buyer define the evaluation on their own, a competitor likely already shaped that list. So get there first.
Watch their full discussion below or listen on Apple Podcasts, Spotify, or wherever you get your podcasts.