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Working harder isn’t always the answer in sales. Slow down long enough to figure out who you should actually be talking to. When your potential market is “everybody,” your sales effort can quickly become unfocused, inefficient, and frustrating.
In this episode of Purpose Under Pressure, host Bryan Lefelhoc, founder of Bryan Media Strategies, talks with Pat McManamon, Partner and Trainer with Sandler by the Ruby Group, about understanding your marketplace and developing a clearer picture of your ideal client. Instead of charging into every opportunity like the proverbial bull in a china shop, Pat explains why good salespeople do their homework before they ever make the call.
They dig into the idea of an Ideal Client Profile (ICP), the importance of understanding a prospect’s customers, challenges and competitive landscape, and why research should help you ask better questions, without believing you know all of the answers.
Purpose Under Pressure is brought to you in partnership with Sandler by the Ruby Group, serving sales professionals and sales organizations nationwide from their locations in Akron and Columbus, Ohio, in Capital Region, New York, and in Jacksonville, Florida
Key Takeaways:
— Everybody isn’t your customer. A market that’s too broad dilutes your sales effort.
— Build an Ideal Client Profile. Define the customers who best fit what your organization does well.
— Start with their problems. Understand the prospect’s challenges before deciding your solution fits.
— Do your homework. Learn the industry, competition and customer before making the call.
— Ask, don’t tell. Use your research to create better questions rather than prove how much you know.
— Know when fit matters. Timing or personnel issues may be workable; a fundamental mismatch may not be.
— Work smarter, not just harder. Better targeting can save time for both the seller and the prospect.
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Helpful Links:
Pat McManamon, Sandler by the Ruby Group: https://go.sandler.com/therubygroup/
Bryan Lefelhoc, Owner, Bryan Media Strategies: https://www.bryanmediastrategies.com/
