Are You Selling at the Right Level?
By Tim Connor
of the common mistakes salespeople make is they fail to recognize at
what level they should be selling their products or services.
There are 5 possible sales levels where you can direct your
energy, time and talent in the sales process. They are selling at:
This is where the salesperson focuses primarily on the price or
features of the product or service and define their product as a
commodity. The typical
reaction in this phase is to lower price due to a prospect’s price
resistance or competitive pressure.
This is where the salesperson sees the sales process in
traditional terms – prospecting, the presentation, overcoming
objections, closing the sale. In most cases this approach still tends
to focus on the process rather than the customer.
This is where the salesperson brings a solution to the
prospect/customer for his/her specific problem/need.
Although this is better than selling at the transaction level
it still focuses on the relationship between the customer’s needs
and the features/benefits of the product/service.
relationship level. Now we are
getting more long-term customer focused. Selling at this level
requires patience, research, knowledge of the customer’s short and
long term agendas, time, effort and a willingness to walk away from
those sales where there is not a clear win/win/win outcome.
The stakeholder or shared
Very few salespeople sell at this level.
This is where, if your customer loses in any way either
directly or indirectly related to your product or service, you lose
If you are losing sales ask
yourself a simple question, “Am I selling at the right level with
this prospect?” If not,
“Where should you be?”
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