Competing For Sales - Getting Out of
the “Process” and Into “Value”
By Terri Roulette McCartney of Selling A Difference
Most sales processes that are used today have the essence of competition
at their core. Competition is seen as the normal way of doing business in an
era characterized by commoditization. The commoditization trap that many
businesses find themselves in is causing them to lower their prices while
the cost and complexity of doing business increases. Shrinking profits and
lower margins create a fear-based mentality that pushes competitiveness to a
new level. Closing the deal quickly becomes more important than offering
real value to the client. This Competitive Sales Process that most people
are trained to use does not honor a business developer’s innate ability to
develop trust and create a meaningful encounter with prospects/clients.
The Competitive Sales Process creates an unequal relationship between the
buyer and the seller. The buyer often expects a deeper commitment on the
seller’s part without feeling the need to reciprocate. The seller is the one
who invests all of their time, money, resources, creativity, skills and
knowledge upfront, at no cost, in the hope of winning the sale.
The Competitive Sales Process dominates the global economy today. The
internet, automation, the convergence of technologies, consolidation and
globalization are the result of developed economies doing things bigger and
better all in the name of progress. It is said that greater efficiencies,
hence greater profits are a result of the forces of competition. What seems
to happen, however, is that all of this progression puts a downward pressure
on businesses to create their products or deliver the services faster and
cheaper than ever before. We are made to believe that the consumers of
products and services want their products faster and cheaper or they’ll go
somewhere else.
The Competitive Sales Process is based upon a very common mentality that
sees people and corporations fighting amongst themselves to win an elusive
prize. There is a whole industry based on sales strategies, psychologies,
processes and formulas designed to make each sales person more competitive
than the next. The most common sales strategy that is taught is all about
“the sales pitch” and “the close”. You’re taught how to approach the
prospect, how to formulate and discuss features, benefits and evidence.
You’re taught how to ask the right questions so that you can manipulate the
situation in your favour. The training is usually about how to deal with
objections and rebuttals and how to close the deal.
Very rarely are sales people taught how to communicate at a level that
produces a meaningful encounter. This is seen as a waste of time. You’re
taught to focus on walking away with the order instead of focusing on how
you can best serve the person you’re meeting with.
When your focus is on securing an order, it cannot be on creating a
meaningful encounter. Creating a meaningful encounter with your prospects
and clients is what ultimately sets the top performers apart from all the
rest and is the basis of enduring success and personal satisfaction. While
there are many people who have become a top performer through sheer pit bull
determination and will power using The Competitive Sales Process, their
personal well-being is usually the price to pay. These people usually work
longer hours, spending less time with family, less time rejuvenating and
less time enjoying life.
The mentality that pushes you to win that fight is not something that can be
compartmentalized and used only at the workplace. Fear-based thinking that
creates aggressive behaviour and a feeling of separateness brings more
aggression and isolation into your whole life.
When you are fearful and anxious about losing out on a deal, your focus has
shifted to lack and limitations. The quality of your output will suffer as
long as you permit your mind to dwell in fear. You might begin looking for
ways to cut corners. Your sales meetings will be tinged with that feeling of
fear. At some level, your prospects and clients will pick up on your anxiety
and be left feeling uneasy. A meeting that has an undercurrent of anxiety
and lack cannot possibly bear the fruit of abundant sales. When fear is the
compelling motive behind your sales meeting, your focus will ultimately
shift to closing the deal.
To the other person, you actions might begin to look like high pressure
sales tactics at the worst. At best, your actions will be seen for what they
have truly become: insincere. You no longer care what is in the best
interest of the client. As you become more concerned with your own desires,
you fail to develop trust.
So, creating value for your prospects and clients in a fast-paced and
competitive, global economy means taking a departure from the common
Competitive Sales Process where the lowest price always wins and where
knowledge assets are given away for free.
Creating value becomes a discovery process that uncovers the moral values
your prospect holds in the highest regard. When your prospects make the
connection between understanding the impact your product or service has on
their highest value, their willingness to buy increases. In fact, they end
up selling themselves and do not require a pitch from you. It’s simple. It’s
respectful and it honours the essence of people.
Creating value means providing a meaningful encounter for a prospect that
will stay with them for a long time. To do this, you must engage the
prospect in such a way that they feel a sensation in your presence. And to
feel the sensation, the prospect must actively participate in the meaningful
encounter.
Terri Roulette McCartney has delivered over 4000 sales presentations &
sold over $1,000,000 per annum by focusing on value creation. Visit
www.sellingadifference.com for a ton of valuable sales resources.
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