A View from the other side of the “PO” Part 2

“ A lesson on how to play 20 questions with your clients”

(sales person) “Okay, did you have a security breach recently?”

(client) “No comment”

(sales person) “Okay, did your current adaptive control blocking ransomware not activate?”

(client) “How do you know we have a ransomware attack?”

(sales person) “Are you currently using MFA with 2FA?”

(client) “Why do you want to know?”

Truth is, many initial client discussions following this line of question and answering. Customer relationships are built by these types of interactions. The sales process does not account for the relationship building motions, only build pipeline, close deal mindset.

Understanding Customer Value Management

Having a deep understanding of the client’s issues is hard to come by in the first meeting. Sales reps need to show “a long term” commitment to the client by expecting very little at the beginning. No amount of sales training will teach you that. Everyone in this business has sales targets to reach. Remind yourself that every client is a journey with long-range objectives, not a one and done deal.

I use to get a bit frustrated with the whole back and forth especially when the new client requested the meeting to begin with. In sales, we can take two paths, “client first” or “I really need pipeline now.” Most of you may know me, my choice is always been “client first.” By taking the “client first,” the sales rep will be able greater business impact and break the status quo from the past sales teams.

Key to success?

Play the game, ask the questions. Prepare for the roadblock answers. With everything, there is a reason. These exploratory questions are critical to establish a very important point in the relationship building; trust.

The client most likely had a bad experience before you took over the account. They were most likely “promised” many things including ensuring the solution they fought hard for internally to be purchased failed during their time of “glory.”

Trust is very hard to come by in sales as you may have read in the first blog, “View from the side of the PO.” Yet, clients need to solve problems. Vendors need to sell products. The gentle balance starts with the 20 questions and no answer exercise to establish a level of trust for the relationship to move ahead or be dropped off by the side of the road.

1. Did the sales person claim to have answer to the issues before the prospect explain the problem?
2. Did the sales person come across as a total “know it, been there” person or someone that had the patience not to expect much from the first meeting?
3. Did the client ask you to come in just to heat on the current vendor?
4. Did the client accept a 2nd meeting after the initial back and forth?

Integration of Business Value

Ultimately, a one-time sale is not a relationship. Clients want partnerships, not transactions. They need to see the continued value and commitment from the vendor that you have “their best interest at heart” and not just you closing a deal under the pressure of “killing the number.”

The client partnership is about what you can do for them, not what they will do for you. I know, counter-intuitive. Yet, clients have 20 people calling everyday with the latest data points on how their solution well before they understand the client’s pain.

Be different. Pitch your value as a “client first” sales executive. Value-based selling needs to be on the “client terms” not the sales rep. Demonstrate patience, understanding, and shield the powers above you wanting to “get something going now” culture. As you selling to them, they also have to sell to “internal stakeholders.” IT, CISO, CIOs, directors, they are sales people too.

The client will appreciate your advocaity even with the solution fails. They will trust you to help solve the crisis of day.

All the best,

John