Content is king; Context is God
How can you master contextual selling?
According to top social media influencer, Gary Vaynerchuk, context is more important than content when it comes to effective communication.
Similarly in sales, your job is to provide customers with context, tailoring your sales message to be specific and relevant to individual customers.
Unfortunately, having worked with more than 10,000 sales professionals across 13 different countries, I realise this is not what most sales professionals are adept at doing.
Instead of delivering contextualized content which addresses every customer's unique challenges and pain points, most sales professionals are blasting out template emails, generalized sales scripts which struggle to convert!
So how can you and your sales team step up to provide context instead of content?
Here are 3 steps you can take:
โ๏ธ Research your customers
This includes identifying your ideal customer profile and their unique problems.
Customers do not care how great your products are, until they discover the problems you can help them to solve.
Sell the solution, not the products.
โ๏ธ Lead with insights
Use questions and start conversations with valuable, relevant information that helps your customers to understand their needs and see the value of your product or service.
โ๏ธ Identify the "bleeding neck" and sell your customers the prescription.
Identify the most pressing issues of your customers and highlight the pain of not changing.
Your customers need to see that the pain of not changing is much bigger than the pain of changing.
