Access: Guilty Until Proven Innocent! Are You Bringing Value to the Equation?
March 11th, 2010 1 CommentPremise:
Professional gatekeepers are doing a good job in limiting access to end users and decision makers. With so many sales reps focused on changing the way their customers do business it is no wonder that these gate keepers have to act boldly to prevent total chaos. But if you and your solution provide value then you will quickly learn that access rules are designed to limit marginal representatives who do not bring value to the equation.
Story:
I recently witnessed a sales representative call on a major medical facility and get turned away. The rep was selling a solution that she felt was entirely appropriate. When I asked her what happened she told me that her call the previous day also came up empty. It became clear that afternoon during another call what the problem was.
In terms of understanding the product’s features, this rep was one of the best. She understood the product top-to-bottom. She had a strong grasp of all pricing and delivery options. What stuck out like a sore thumb was her spiel was exactly the same for everyone. She get’s an A for feature dumping and a D for probing the needs of the prospect.
Where were her questions about patient volume? Why didn’t she ask about the difference between her product and her competitor’s product and its affect on the institution’s users? What was she doing to identify the prospect’s pain points? What was her plan to exploit that pain to her advantage to eventually close the deal?
I don’t want to give you the wrong idea – reps must cover features. But features must be mixed with questions about customer needs. The rep should also do a little homework before the call to better understand the prospect. Scanning health journals, the prospect’s web site, the business section of the local newspaper, or a comprehensive Google search, could turn up all sorts of intelligence about your prospect – intelligence that makes you look prepared, confident, and on your way to new business.
As a sales rep, you have to do more than write reports that prove to your superiors you met with x-potential user. To get past that gatekeeper onto first base, you have to be more than just an expert on your product; you have to be an expert about your prospect!
