The Market Has Changed – Have you? … but how? Based on observations in my recent sales activity with clients at P&G, Audi Mexico, Philip Morris in Mexico, Magna in Toronto, Regal Beloit and a host of others; it has become apparent that a shift has happened in the market place and not many of us are speaking about it.
The shift is that … our Customers have changed the reasons “Why” they buy.
- They care that they have an amazing Customer Experience.
- They care that you take care of them and their core business needs.
- They care that you educate them and help them increase their capacity to act.
The Market Has Changed – Have you?
In 2008 when the Financial Markets crashed the biggest shift that happened was that our Customers developed a new sense of Value. They calculated value in very different ways; no longer could they buy an Escalade they did not need with equity from one of their new homes. Their Assessment of Risk had a new calibration; a more conservative one. Once that happened, they became active buyers. They started assessing the value of your offer differently. We the “Sellers” of the world needed to change how we sold to a now informed buyer, who was committed to making sure every investment “penciled” well and the ROIs met their new standards of care.
The shift has happened again. This too is subtle but significant. The shift now is that our customers want our help in making significant change “Sustainable” in their organizations. They want their Experience to be significant. They want to improve their capacity to act. No longer are they buying potential or the next best tool.
They are buying a service that helps them compete and win in their challenging environments. Are you ready to sell to this informed and motivated buyer?
Stop Selling! Start Supplying Solutions to help your customers deliver on the strategic initiatives they are committed to. Notice; I did not mention problems. Why? Because we all have problems that we live with and so does your customer. Focus on the initiatives that they (Your customer) are committed to addressing in the foreseeable future. Very often the help they need has nothing to do with know problems; but more strategically, it is about giving them a competitive edge that will help them win in the market place.
I hope this helps you restructure your sales process, your sales narrative and your customer support initiatives; so that everything you do is designed to help your customer’s have an amazing experience doing business with you. Help your customers make sustainable improvements in their ability to compete and win in the market place. If you can’t do that; stop selling and go do something else.