Strategies for Successful Selling in the Crowded Marketplace

The word “strategy” means many different things to many different people. To some, the word “strategy” conjures images of war and the battle between armies or countries. To business executives, strategy is part of the planning process created by the CEO or board of directors. But strategy is a bit foreign to many salespeople or, if they embrace the idea, it is simply delegated to an actionable step they must exercise in order to meet their company’s objectives.

Understanding strategy is integral to the successful sales professional in the new economy. It is the salesperson’s ability to align their offering to their customer’s strategy that will provide sought-after profitable growth. Old sales wisdom told sellers to find a need, because if there is no need, there is no sale. But the Internet age has forced this simple wisdom to evolve. If a customer is discontent with something and has a need, they can find the best offering at the best price with a few clicks at the computer. Comparing services and providers is now easy and comprehensive no matter where you are. When comparing product or services the difference between suppliers appears to be marginal and therefore the determining factor is price.

For example, when I need new tires, I see very little difference between Radials or Bridgestone or Pirelli. Tires are tires. Simply give me the specifications I require, a price that’s reasonable and a warranty, and I’m good to go.

To be successful in selling today, focus on the content customer. The customer who is happy with their existing process or circumstance is the ideal prospect. How do you make yourself relevant to a happy and content customer that has no need or requirement for your offering? The answer lies in understanding the language of business and aligning with the buyer’s most pressing issues. Those issues are always aligned with meeting their organization’s objective, which aligns with strategy.

Strategy is the culmination of executed objectives that align the company’s goals or vision. The purpose of strategy is to provide an organization with a competitive advantage or higher gross margin over competition in the same market. The result will impact a company’s top-line and bottom-line.

Every employee within an organization has a responsibility to the company’s bottom-line. The higher the level of responsibility, the more sections of the income statement fall under their concern. The CEO will focus 100 percent of his attention on impacting all 5 sections of the PNL (another word for income statement). The entry level purchaser will be more focused on his ability to keep purchases within his allocated budget. No matter the level of concern, everyone’s got an eye on the bottom line.

When you align your product or service with organizational strategy, you change the perception of your offering from an optional expense to a necessary asset.