“Don’t fear redundancy, embrace it. And it will help you win more deals.” – Will Yarbrough in today’s Tip 1250
How about you? Do you fear redundancy?
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip comes from Will Yarbrough. Will is a career sales professional and currently serves as the Vice President of Sales at Fleetio, a fleet management software that helps organizations track, analyze, and improve their fleet operations. Skilled in sales, management, and leadership, Will sees opportunities and easily matches them up with solutions. Here he is:
Will Yarbrough: As a seller, it’s really important not to fear redundancy. Human beings and buyers specifically can only prioritize three to five things at any given time. And more often than not, your solution or whatever you’re trying to sell them is not going to be one of the things that makes that short list of priorities that they’re thinking about or spending their time and energy trying to evaluate.
So most sales people know that good selling is about listening and good communication. And all of that stems from discovery, where you’re trying to uncover pain points or challenges that your prospect is trying to overcome, or objectives or goals that they’re trying to achieve. And then of course, the art of selling is relating your solutions, how you can help them overcome those pain points or those challenges, or achieve those goals or objectives. The real mastery of this, in my opinion, is not fearing that redundancy and embracing it to remind your prospect of all of those great opportunities to overcome those pain points or achieve those goals or objectives. And in order to do that, you have to be comfortable being repetitive.
Personally, I don’t like to repeat myself because I fear that the person on the other side of the conversation is rolling their eyes saying, “Will, you’ve already told us this, I’ve heard this before, this is borderline common sense, please don’t waste my time.” But more often than not, that’s not what they’re thinking at all, because they’re not thinking about me at all. They’re prioritizing other things that they feel is more important to their work. And then it’s my job to remind them why they should be prioritizing my solution.
I had a boss that used to tell me that good communication, for it to really sink in and digest, needed to be communicated 9 different times and through 3 different mediums. A medium being a cell phone call, a text message and email, a video call as an example. So you have to embrace redundancy, you have to be comfortable with redundancy, and you have to be comfortable with repeating yourself. Specifically, if you’re selling an enterprise or complex solution where the sales process can drag out for many months or in some cases, years, it’s even more important to build in these checkpoints all throughout the sales process to remind your prospect of what they told you, the pain that they’re in or the goals that they’re trying to accomplish and how your solution can help get them there. So don’t fear redundancy, embrace it. And it will help you win more deals.
Scott Ingram: For links to connect with Will and to check Fleetio where Will is actively hiring, just click over to DailySales.Tips/1250. Once you’ve done that, be sure to come back tomorrow for another great sales tip. Thanks for listening!