Neil Rackham is the father of modern sales methodology. His book "SPIN Selling", published over 30 years ago, revolutionized our understanding of the 
sales process.
His probing techniques replaced the manipulative tricks and closes of earlier times. He went on to build a hugely successful training organization, and was involved with many follow up books, including "The Challenger Sale".
Dr. Rackham continues to
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Neil Rackham
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conduct meticulous research on the sales process and trends that disrupt our profession.
In one recent research project, he asked 1,100 executives two questions:
1. "How often are salespeople so valuable, you would be willing to PAY THEM for their time?"
2. "How often are salespeople so worthless, they should PAY YOU for the time they've wasted?"
The answers were not flattering to our profession. Before I share the results, let's examine why executives would have negative opinions.
What is a Waste of Executive Time?
Product capabilities, prices, and availability used to be deep, dark secrets.
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The "N" Stands for "Knowledge"
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As you know, customers can now easily gain this information online.
It's easy to compare solutions side by side, and it's easy to get product and customer reviews.
In many cases, the customers may be more knowledgeable than the salesperson.
Vague Claims
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"The Big Three" of
dubious claims
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Too many salespeople are unprepared and have no grasp of the business drivers that customers care about.
You'll hear them make claims like these:
"We've got the....
** Best Product **
** Best Price **
** Best Service **
Where's the evidence? Where are the facts? Where are the testimonials, references, case studies, proof-of-concept projects? Who says so besides you?
Are the salespeople exaggerating
their claims? Are they disparaging the competition? Are they making unrealistic promises? Do they know what the heck they are talking about?
Great Salespeople do Two Things
While it's true that product price, capability, and availability can be pretty much public knowledge, there's still massive room for salespeople to provide value for senior executives. According to communications expert Arnold Sanow, you create value when you share expertise by answering two business questions.
"So What?"
Not just "WHAT" is on the market, what it does, etc. etc, but "SO WHAT?". What business impact will it have? How will it drive
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So What? How to?
Arnold Sanow
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competitive advantage, superior customer service, or cost savings? What's the ROI? How will this affect other initiatives?
"How To?"
Once executives understand your solution's business impact, how can they deploy it to maximum advantage? What's the training, implementation, and support process? How can they leverage their new-found capabilities to win market share, improve customer satisfaction, or cut costs?
Insights and Expertise
Elite salespeople can deliver insights and expertise to create compelling, game-changing solutions. These will always gain an appreciative audience with even the crustiest, hard core business executives.
Now How Much Would you Pay?
OK, what were the answers to Neil Rackham's two questions?
"1. How often are your salespeople so valuable, you would be willing to PAY THEM for their time?"
ANSWER: Less than 5%
"2. How often are your salespeople so worthless, they should PAY YOU for the time they've wasted?"
ANSWER: About 30%
For more information about Neil Rackham and his latest research on sales,
CLICK HERE
