How to Sell Big Ticket Items to an IT Director
Over the last couple of months, I've been working on a major
project at my day job. I have decided that it's time to replace
our backup system with what's called an enterprise backup
solution. This means we want to be able to manage all of our
backups from a central location.
We are getting near the end of the bidding process for this
project. It's been very interesting what with the recession and
all. A year ago, when I asked for a price reduction on anything
I was often laughed at or given just a token discount of a
couple percent. Now I am getting deep cuts of thirty to fifty
percent! One thing that I am learning is that while recessions
are not good things, they do give the buyer more of an advantage
than in a strong economy.
Where was I? Oh yes, I've been gathering information, bids,
competitive data and lots of other things that I need to make a
decision. You see, this is not a cheap solution and the problem
is complex. Thus, I want to be sure that I can honestly sell the
whole thing to my boss. When he asks me questions I want to be
able to answer immediately.
The salespeople are getting very frustrated with this process.
They are, quite frankly, not used to selling. My staff and I
have noticed that salespeople in the computer business are,
well, fat, dumb and lazy. Even though we are talking about a
quarter of a million dollar project, the people just don't want
to do any work.
Finally one of the salespeople came right out and told me he was
very frustrated. He did not understand why I had not yet
purchased his product. He had given me price quotes, a
competitive analysis and a product specification. In his mind,
he had done everything he needed to do.
I sat back in my chair for a minute, thinking about his
question. It didn't take me long to formulate my thoughts.
"Tim", I said, "What I want is for you to sell me your product."
Tim was very surprised by this answer. He explained that he
thought he was already doing that.
"No Tim", I replied, "what you are doing is giving me canned
presentations, printing prepared specifications and comparisons
off your web site, and pulling numbers from your price sheet.
You are not selling me anything."
Tim honestly didn't understand - what was wrong with his
approach?
Here's what I want from a salesperson. Listen to me and my
staff. Really listen. Don't be thinking about the sale, about
your wife or your commission. No, listen to me. I have patiently
explained what problems we are trying to resolve, and I have
asked my staff to explain what they want. We are very good
communicators so you should be understanding what we are trying
to say.
Now if you've been listening so you should know exactly how to
solve our problems. Go back to your office, sit down at your
desk and turn off your phone. Type on the computer exactly how
your product will solve the problems and concerns that me and my
staff have presented to you.
Don't tell me why people want your product and don't tell me
about your product. Tell me how your product solves the problems
that we have explained to you.
Yes, I need to see the specifications, but you need to explain
why your product is better at meeting our requirements than
anyone else. You say you've listened, okay, then prove it.
We want an enterprise backup package. Why? Tell me what problem
we are trying to solve, then tell me how your product solves
that problem. Is it going to save us time and money? Is it going
to improve reliability? Is your product going to make it easier
to restore files? What makes your product shine?
What the salespeople have been doing is telling me to buy their
products. They have not been selling. I already know all about
their products, their companies and their services. I don't need
them to tell me this information again, especially since it
already exists on their very own web sites.
No, what I need to know is how are our problems and requirements
are met by their products.
Let me give you an example. A few months ago I went into the
Saturn dealer to buy a new car. The salesperson came over and
greeted me personally, then asked me what I was looking for.
As I explained my requirements she asked lots of questions. What
kind of financing was I looking for? What color? Did I have
kids? A wife? Was I looking for something conservative or
flashy? One thing she found out right away is I have a big
concern about maintenance costs. Another important issue is
comfort. On the other hand, the look of the car is not all that
critical. This question and answer period went on for over an
hour. It was pleasant and not stressful by any means - in fact,
it was great just telling the gal what I wanted from a car.
Now it was her turn. She spent the next hour showing me cars
which met the specifications and qualifications that I had given
her. She showed me under the hood, and explained how Saturn cars
are easier to maintain than others. She showed me how the car is
dent-proof by hitting a sample automobile with a hammer.
She didn't spend any time at all on the look of the car - she
knew (because she listened to me) that this is not very
important to me. Instead, she spent the time telling me how a
particular Saturn model met my needs - the needs that I had just
been telling her.
Needless to say, she got the sale.
What the computer salespeople have been doing is showing me
pictures of computers, sending me specifications and explaining
to me how wonderful their products are.
What they should have been doing is listening, then responding.
Instead, they were simply presenting canned presentations. Much
like the Toyota salesperson that I visited only thirty minutes
before the Saturn dealer. Needless to say, the Toyota dealer
didn't get the sale.
So what's the moral of this story? Computer salespeople need to
get to work. The fat, lazy days of the last ten years are gone -
we are entering a recession folks. Recessions are buyers
markets. You've had it easy, now roll up your sleeves and really
sell.
The other lesson is equally simple - listen. Once you've
listened, ask some questions, then listen some more. Do this
until there is nothing else to listen to. NOW, after listening,
tell me which of your products best solves those requirements
that we have just told you and why.
That's what I want from salespeople.
'Nuff said.