How to use our product knowledge and market expertise to coach our customers

Hello Reader,

I hope you and your team have had a successful week!

Question: What’s the single most common mistake made by people in sales roles?

My Answer: Across the 40 years that I’ve been training salespeople, the most common mistake I see being made by salespeople is that they spend too much time talking about what they’re trying to sell.

There are lots of reasons that lead to this fundamental error. And a whole range of ways of talking less about what we’re trying to sell.

Next week, my Daily Sales Reset emails will be about my personal favourite strategy for leading better conversations with our customers.

We’ll look together at how we can use our product knowledge and market expertise to coach our customers.

Daily Topics Next Week

Monday

• Why do salespeople spend so much time talking about what they’re selling?

• And what should they talk about instead?!

Tuesday

• How to use our product knowledge and market expertise to coach our customers.

• Why coaching customers is VERY different to the questions asked in a conventional “discovery call”.

Wednesday

• What’s the primary outcome we should be seeking when we coach our customers?

• It’s not the answer that most people might expect!

Thursday

• Why might our customers be uncomfortable with the implications of us coaching them?

• How to judge our level of assertiveness when coaching our customers.

Friday

• Converting our effective customer coaching into genuinely compelling proposals.

• And setting everybody up for success!

Saturday

• It's time to celebrate your progress and relax!

• Your team members are prompted to reflect on what they learned and improved in the previous week.

Sunday

• Introduce the theme of what to expect in Daily Sales Reset emails in the following week.

Daily Sales Reset

If they haven’t subscribed already, I strongly encourage you to ask all of your team members to subscribe to my Daily Sales Reset emails.

If they subscribe, every day from Monday to Friday, your team members will receive my daily email with the following:

• An introduction to the sales training topic for each day

• One single thing they can practice

• Suggestions about how they can work with you as a coach to help them make progress with the topic of the day and accelerate their progress.

On Saturdays, if they choose to open the email, they will receive a summary of the topics from the week and an invitation to reflect on how their selling skills and results improved during the week.

On Sundays, if they choose to open the email, they will see a summary of what to expect in the coming week.

I hope you have a great weekend!