Better Alignment With Buyers

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Better Alignment With Buyers

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Ever felt like you were on the same page with a prospect?

When two people are aligned in conversation, ideas (and sales) flow freely. Too many salespeople hope they’ll be able to ‘line up’ with different types of prospects, each having different types of days, across a variety of industries.

That hope, unfortunately, means a lot of crossed wires and delayed sales.

The very best salespeople don’t leave alignment to chance. They ensure that there is a symmetry between how they are selling and what they’re selling. This ensures your prospect is receptive to your messaging and ensures that you are aligned in how you are presenting your products and services.

To ensure we have better alignment with buyers, we sat down with Brady Jensen, founder and CEO of Aggregate Insights to learn how to prepare for our calls in a way that ensures our prospect cares about the solutions that we are offering.

Because we’re trimming hope from our sales strategy, we’ll use the acronym TRIM to guide us through creating a system with a trigger, ensuring it’s repeatable, building in ways to improve it and of course, ensuring it’s measurable and getting us results.

T – Trigger: To trigger this system, Brady recommends asking what the commonalities are between the people who hold the type of job your prospect has, their job titles, and in their industries?

While each prospect will have unique attributes, identify what the majority of their commonalities are so we can spend our sales time filling in the last 10% of their attributes and challenges to customize our solutions to their specific needs.

R – Repeatable: To make the system repeatable, Brady says to first ask what you have learned from your last 10 conversations with prospects like the one you are about to speak with. Identify what each of them have in common so you can present yourself, your company, and your solutions from a place they already recognize.

Second, map out what was unique about your last 10 prospect conversations. What unique attributes did each of them have that you can pay attention to and listen for in future conversations? Being able to reference a past conversation with someone facing a similar issue your new prospect faces will go a long way to ensuring you are aligned.

Third, examine what assumptions you had in your last conversations that ended up being true. If you guessed that because of their job title, they had a bunch of direct reports to manage, and that was proven true on the call – you know something that you can leverage with prospects who have similar job titles and can leverage it to establish better alignment.

If you assumed that your prospect was struggling to acquire new customers because of the industry they’re in but learned that was not the case on past calls, ensure that you don’t make that mistake in your upcoming calls with similar prospects.

I – Improvable: To improve the way we establish alignment before our conversations, Brady recommends that we never stop assessing and looking at the commonalities between our prospects. He also encouraged us to never stop pushing the envelope of our assumptions. We can always use our conversations to confirm what we think is true and learn about changes in our prospects world that will impact the way they buy.

M – Measurable: To measure the results of this system, mark down how often your assumptions are correct. Additionally, track how often you were proven wrong in your conversations.

Specifically, chief revenue officers should measure how many of their salespeople are on message, or aligned, in their conversations with prospects. The more they’re ‘on message’ and aligned, the more sales they’re likely to make.

By ensuring that we are aligned with our buyers, we can sell and serve in an entirely different way.

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