Whether you sell complex solutions or simple products and services, one thing is clear, customers are more informed than ever before.

With the information they can gather online, including all the good, the bad and the ugly from social media, most buyers can determine who they want to buy from without even seeing a member of your sales team.

And if they do see someone, buyers have normally worked out what they want, when they want it, how much they are willing to pay and from who.

If you believe that you can grow your sales by building ‘the-customer-is-always-right’ relationships, you are going to struggle.

Instead you need to have a sales team of ‘Challengers’, who are trained and skilled at challenging your customers’ thinking.

So, here are 4 tips that can set you on the right path to better challenging your customers:

Relationship Builders are not your best source of sales growth

Relationship Builders have their place, however, they are not your best source of sales growth. Challengers are, they create constructive tension in challenging customer conversations, using a combination of 3 skills…

Build your sales people’s TEACHING skills and knowledge

Teach your customers something about their business sector they did not know, or challenge their current approach, share new business insights that deliver value or save them time or money.

Build your TAILORING skills and knowledge

Seek the support of all the people involved in your customer’s team. In a complex decision your customer’s decision will require the buy-in of several of their team. So, tailor your message to each of the people involved.

Build your sales people’s ability to assert CONTROL when it’s needed

Don’t give in to all your customer’s demands. Where necessary, press the customer a little or push back on some of the issues. Remember, if you take control of the meeting but fail to deliver any value to the customer, you will come across as annoying!

Just 3 skills needed to change the way you sell to your customers.

Just 3 skills for your sales people to learn how to become Challengers.

Click here to discover how to have more challenging conversations with your customers…

If you would like to discuss anything in this blog please give us a call on 01332 292022. Or drop us an e-mail to advice@cedarandco.co.uk.