“Set your customers up for success so that they use what it is that you think is valuable to them.” – Jason Cutter in today’s Tip 1499
Are you actually selling something of value?
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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 Jason Cutter. Jason is the CEO of Cutter Consulting Group, a mindset and scalability expert focused on developing Authentic Persuaders®. Here he is:
Jason Cutter: Are you actually selling something of value? Now, I know that every company thinks what they sell is valuable, and every salesperson wants to believe that what they’re selling is valuable. And of course, there are a lot of valuable products out there, services, platforms, solutions, all kinds of things. But is what you’re selling valuable? Does it actually help the people that you’re selling it to? Is there an ROI for them when they buy from you? This could go across B2B, B2C, it doesn’t matter. Is there actual value? And not just the value you think there is, but what is the value to that buyer, to that individual, to that company?
The other question is, will they actually use it? Now, why do I ask these questions and why do I bring this up in the sales tips podcast? Because it’s things like this that sellers need to keep in mind. I see so many people just blindly selling what they’re selling and trying to get it out there to everybody and hit their numbers by playing the numbers game and just going after everybody they can.
Instead of stepping back and looking at is what I’m selling valuable and will my customers actually use it? It doesn’t do any good to sell something to somebody and persuade them, trick them, manipulate them, bribe them, whatever it is that might be done in order to become a customer when they don’t actually use it. Especially in the world of B2B and something like SaaS where there’s some implementation. There’s some onboarding. You’re selling somebody a CRM, you need them to actually use it because otherwise, you’re going to have a lot of churn.
Unfortunately, a lot of people in sales just look at the front end and think, I just need people to sell. Let’s get them in the boat. And then that’s operations issue. That’s onboarding’s challenge. That’s somebody else’s thing to deal with. I’m just going to sell and move on. I’m a salesperson, let me sell and move on.
What you really want to do, especially in this era we are in, where buyers are completely different than they used to be. And I’m not talking economic, I’m not talking things like job loss or inflation. I’m talking about how buyers expect something different from the sales experience. And because they expect something different, they want to understand that what they’re about to buy is valuable, and they want to know how they’re actually going to use it, and that you’re going to support them on it.
To be a sales professional, you’ve got to look at that whole cycle of the customer journey. I focus specifically on the sales experience. Most companies call it the customer experience. Of course, you cannot have a customer experience until you’re a customer, which is where that debate begins. But once they’re a customer, how do they move through the whole process to succeed. Always remember, it’s one company, the company you work for, that’s trying to help customers and make a profit while doing it. That’s why they’re in business. It’s one customer. Customer doesn’t care about your silos or departments, doesn’t care about sales versus ops versus customer success versus billing versus retention. They don’t care. They only care about themselves.
When you’re in a sales role, to be a sales professional, you have to understand if what you’re selling is actually valuable. Most likely it is. It probably and hopefully isn’t valuable to everybody because then it’s not special and it’s not unique and there’s no unique selling proposition. And so how is what you’re selling of value? What is the ROI, tangible or intangible? And then how will your clients actually use it? And how can you set them up for success as a sales professional so that they actually use it?
Set the right expectations. Make sure that when you’re doing your sales process and going through it, at some point, you’re setting the right expectation of what implementation, onboarding, usage, what that looks like, what it will involve, what they will be required to do so that there’s no surprises. There’s no hidden got you of, wait a second, I thought I bought this thing and it just started working. I didn’t know I had to do a bunch of fill-in-the-blank. So make sure you’re doing that. Make sure you understand what you’re selling is valuable. Not just because the company told you, but because it’s actually valuable to clients, to companies, to individuals. And then make sure you’re always setting the right expectation so that people know how to actually use it.
Nothing is worse than buying something like golf clubs, not knowing how to use them, and then they’re sitting in the garage, wasting space, making you angry, and feeling like a waste of time and money. Set your customers up for success so that they use what it is that you think is valuable to them.
Scott Ingram: Now set yourself up for success and click over to DailySales.Tips/1499 To connect with Jason and to take The Vision Board Challenge. Once you’ve done that, be sure to come back tomorrow for another great sales tip. Thanks for listening!