New Sales Roles And Skill Sets For Buyer 4.0 Markets.
The traditional end-2-end sales process with a pre-defined sequence of steps in a linear structure is no longer en vogue and limits the effectiveness and success of traditional sellers. The BUYER JOURNEY, with new requirements for the seller is the backbone for selling today.
The modern decision-maker thinks and acts differently. He bases his decision-making on new criteria and has changed expectations towards sellers. The way Millennials act and think follows a new MINDSET and leads to a changed CODE OF BEHAVIOR. Sellers have to reinvent themselves to reflect these developments in order to be successful in today‘s markets.
Following this new CODE OF BEHAVIOR, the BUYER wants to see four questions answered systematically. This defines the structure of the SALES CONVERSATION as well as the new SELLER ROLES along the BUYER JOURNEY with a skill-set for each role :
Why should the Buyer change something? How will he and his company benefit from the change?
Why should he buy from us? Why should he act now?
THE NEW 4.0 SALES ROLES
Each of the new role thus corresponds exactly to a decision sequence in the “BUYING JOURNEY” of the decision-maker. The skill sets associated with each role include the CONVERSATION SKILLS and are ideally adapted to the new 4.0 Code of Behavior.
THE AGENDA SETTER© – Why Change?
HIGH-PROFILE CONTACTER and BUSINESS-DEVELOPMENT-SPECIALIST.
The AGENDA SETTER© is able, through new contact strategies and prospecting concepts, to get access to decision makers, generate interest and get his agenda on the table. He consistently builds new contacts and High Quality Leads.
His messaging approach is based on the buyer’s business agenda and critical business issues that are relevant and urgent to that buyer. The LeadFactory© and MESSAGING focus on opportunities and challenges that can result in increased value and operational improvements for the buyer.
FOCUS ON WHY, NOT ON PRODUCT!
THE CHANGE AGENT © – WIIFM? What is in for me?
FIRST-CLASS COMMUNICATOR and DEAL CREATOR.
After initial contact, it is critical, to show the customer, through a consultative Dialog, what quantified business results and operational improvements can be achieved, prove that these benefits can be achieved and how these benefits propagates throughout the entire company.
In order to achieve this, THE CHANGE AGENT© uses Conversation Models that embed different storyboards and elements of dialog. Our Dialog-Framework© provides models for different types of customer conversations: Diagnosis, Innovation, Strategy and Competitive conversations. Whatever the type of conversation, the seller can structure his approach through our Conversation Modeling System©, in order to systematically generate demand, quantify the Business Value and create a buying vision.
TALK BUSINESS, NOT PRODUCT!
DER BUSINESS EXPERT© – Why You?
EXCELLENT DIFFERENTIATOR and SALES-CYCLE-MANAGER.
During the Presentation and Proposal phase, the seller has to justify why and how his offering provides the best of all available alternatives.
The BUSINESS EXPERT© has the ability, above and beyond excellent product knowledge, to differentiate himself by using specific Collaboration- and Sales-Tools and create a differentiation at personal level and by the way he sells. This is particularly critical: As products tend to commoditize, they increasingly fail to provide the Buyer with real differentiators.
By using the tools from the Collaboration Framework©, the seller elevates to becoming a partner to the buyer. He takes better control over the evaluation process and increases the chances of winning the deal.
HIGHLIGHT VALUES, NOT FEATURES!
DER VALUE MANAGER© – Why Now?
NEEGOTIATING EXPERT und DEALMAKKER.
It is critical for sellers to b able to close a deal, to avoid „No-Decision“ outcomes and achieve high margins.
In order to achieve this, the VALUE MANAGER© uses an evolving Closing Strategy that helps bring the deal step by step to a successful end. Through value-based Negotiation Concepts, he directs the Buyer’s attention away from cost and price towards value and profits. He also manages to mitigate the Buyer‘s perception of risk.
With Win-Win Negotiations and the tools from the Value Framework© he is in a position to withstand pressure on price and close at higher margins. (Final Agreement)
TALK PROFIT, NOT PRICE!
How do sellers acquire the next-level competencies?
Take a look at the conversation modeling system© that gives sellers the conversation skills they need.