SalesForceXP: January/February 2009 Coverstory: 3 Driving Principles for Selling in a Recession

COVERSTORY

SalesForceXP January/February 2009 Cover 3 Driving Principles for Selling in a Recession

by Paul Nolan

In this selling environment, it's easy to lose focus on target customers, marketplace trends and what differentiates your offerings from those of your competitors. There are three driving principles that should guide the salesperson's behavior in a recession, says Ted Higgins, vice president of The Forum Corp., an international business consulting group (www.forum.com).

1. Be a true business consultant for your customer. Make sure your salespeople are talking solutions and results with customers. Increase credibility as a trusted advisor by developing creative solutions that respond to customers' unique business challenges.

2. Do your homework. More than ever before, customers want insight. Your salespeople must be more connected than your customers and be ready to turn that knowledge into value. When competition is at its fiercest, salespeople need to know much more before the sales call so they can prepare insights to share.

3. Focus on results and relationship. It's important to enhance both the customer relationship and your own results. Those who balance "beating" the customer and "losing" to them persist in seeking a solution that involves their customer in a search for innovative answers to tough questions, converting opposition to mutual understanding, and, in extremely tough situations, asserting their own needs and encouraging the customer to do the same.

See also: Ted Higgins' 4-page white paper: Selling In A Recession