Whether you label it as “shooting in the dark,” employing the “machine gun effect,” or simply “guesswork,” the truth remains constant: relying on luck or gambling won’t lead you to become a successful sales manager. If you find yourself closing deals only when prospects come to you (which doesn’t happen with every client), and you rarely succeed when initiating contact, there might be a critical reason behind this pattern. It could be that when you do manage to find a potential client, you tend to overwhelm them with every feature and every possible value your product can offer, without truly understanding their needs, the problems they currently face, or what could genuinely capture their interest.
Bombarding clients with a plethora of proposals and an abundance of product information doesn’t leave a positive impression. Instead, it can lead to a quick end to your call or meeting, leaving you with missed opportunities.
So, what’s the solution? First and foremost, thorough preparation is a must. Only after conducting your homework can you be equipped to ask the right questions. In fact, the act of asking questions is the cornerstone of a successful sales conversation. Employ a 20/80 rule: ask 20% of the time and listen 80% of the time. Pay close attention, and if your questions are strategically designed, you’ll unearth valuable insights into your client’s problems or challenges.
However, don’t make the mistake of assuming your job is complete when you identify a potential issue. Closing a deal prematurely is a common pitfall. Instead, aim to gather a wealth of information and qualify the prospect correctly. If you believe you’ve identified a weak spot and hastily present your proposition, any prior hard work will go to waste. The potential client may assume you can’t assist them or that they don’t require any help.
The pivotal next step is to focus on questions that guide your client into discussing existing or future problems. Offer solutions to resolve or avoid these issues. When the client realizes the importance of these solutions, offered in their own words, you transform into a sales representative who provides genuine value.
The key to successful B2B sales lies in preparation, diligent questioning, and listening. Never underestimate the power of well-crafted inquiries. By asking the right questions, you’ll unlock a treasure trove of information and, in turn, earn your client’s trust and demonstrate the value you bring to the table. Your journey to becoming a successful sales manager begins with asking the right questions and listening to the answers.