There’s a lot of talk among sales reps about adding value, but what specifically is value, and how do I follow up with prospects with value instead of being a pest?
Before I ask my prospect for any kind of commitment like a call, meeting, or demo … I identify, create, and share commercial insight with them. AKA – Value.
I’m talking about commercial insight with a single purpose: To solve my prospect’s problem.
Sharing short, easy to digest, actionable ideas. Stuff they (a) don’t know how to do, (b) don’t have the time to learn how to do, or (c) don’t have the resources to do.
Here’s an example of how a realtor can create value:
Let’s say I want to sell my house but I don’t want to pay a $20,000 commission to a realtor…
I run a search on Google for “how to sell my home without a realtor” and discover one local realtor offers a free online course on how to do it in 50 short, simple explainer videos.
Sounds counterintuitive, doesn’t it? What kind of crazy realtor would do this?
A smart one! You’ll see…
This realtor’s free online course sounds great because it’ll save me $20,000 in commission…
And the fact he’s laid out for me step by step for free how I can sell my home and avoid the hefty commission creates tremendous value in my eyes (the prospect).
But once I realize how many steps are involved in selling my home (50 steps)…. I end up asking the realtor to do it for me, since I don’t have the bandwidth and he’s already given me so much value already so I know, like and trust him.
By giving away the farm, the realtor gets the listing (my home).
So, how can YOU create value in your business niche?
If you’re selling software, what commercial insight can you share with your prospect that helps solve their problem? (even if they aren’t interested in a demo yet)
If you’re selling advertising, what can you share? (even if they aren’t ready for a discovery call yet)
If you’re selling financial services what can you share? (even if they think it’s too soon for an initial consultation)
The best way to build goodwill with prospects is with easy-to-digest educational content that takes them one step closer to solving their problem.
What commercial insight could YOU share to create value with YOUR prospects?
Downloadable worksheets (share a post on LinkedIn)
Presentation videos (send an email with a screenshot and clickable link)
Webinar presentations (invite them by phone)
White papers (offer to send in a voicemail message)
Case studies (offer to share on a phone call)
When YOU engage prospects give away 90% of your offering for free in the form of valuable content.
Do it once per week. Don’t skip a beat.
In time, your prospect will be open to speaking with me, and you’ll get some orders.
Don’t have commercial insight to share?
Talk to marketing.
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P.S. Whenever you’re ready… here’s how I can help you hire stoic sales reps so your business grows.
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