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The Secret to Sales

Updated: Apr 11, 2020

In Sales, we’re often taught various tools, systems and processes in order to execute at the highest level possible.

But when we break it all down, what does successful sales execution look like?

Very simply, a customer buys when they perceive more value in your offering than it's cost.

Nothing more, nothing less.

Many of us get caught up in a cycle of how to handle objections while testing out the latest closing strategy.

The reality is, the majority of the time when you’re faced with an objection, it is based on the fact that the customer doesn’t see enough of a return based on what you’re proposing for their investment.

This warrants a need to take a step back, to look at your customer’s organisation holistically, to understand how your solution can help their key stakeholders solve challenges and reach their top-line goals.

If through your solution you’re able to solve a CEO’s biggest pain point or most compelling priority for the year, you’re much better positioned to demonstrate value than you are by parading about how great your latest feature release is.

Next time you’re faced with an objection, ask yourself how much value you have created through your deal cycle and if you’re unclear, ask the customer directly how much value they perceive.

Aim to deliver 10x in value whatever your solution costs, this often requires driving results that impact multiple strands of a business.

Connect your solution to cost savings, improvements in customer satisfaction and better staff retention. Align your offering to multiple teams, departments and stakeholders to demonstrate value across the breadth of the organisation.

Don’t sell, solve business pain points and help companies reach their aspirational targets.

This shift in perspective helps you move the needle from being a salesperson to a strategic advisor who delivers transformative business outcomes.


If you would like to scale your own sales results, don't hesitate to contact me directly via my website for an initial discussion.

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Disclaimer: All views expressed in this article are my own and do not represent the opinions or views of my current employer or any entity whatsoever with which I have been, am now, or will be affiliated. This post is for informational purposes only and any advice should be followed at the reader's own discretion.

©2020 by Alex Alleyne

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