Sales professionals are always on the lookout for a unique value proposition. In our industry, agents are transitioning away from a “payments only approach” to new, exciting technology.
We all want something unique to grab business owners’ attention.
However, the more unique the technology, the more apt to seem risky and problematic to business owners. Thus, the industry is full of frustrated sales people. Although business owners are interested in the new technology, no one seems to want to move forward.
While I already offer training on value selling,
I recently listened to an audio book that has changed my perception. I strongly encourage you to read or listen to
Flip the Script by Oren Klaff. He says what I’ve tried to say, only much better than I’ve said it!
Rather than presenting the MANY benefits of an exciting, new technology, choose one thing about that solution which will dramatically increase value for your prospect. Then present it as the new normal.
#1. You MUST understand the solution you’re trying to sell.
To sell a solution which you don’t understand is at least difficult and probably impossible! For example, to sell Clover, have a demo model which you know how to use. Download an app. Know your solution.
#2. You MUST understand your prospects.
Gather some information from prospects…
· How are they tracking inventory?
· How are they sending orders to the kitchen?
Understand what they’re doing and how they’re doing it.
Don’t walk into a business and offer a list of twenty great benefits of this new and exciting technology you’re selling. The business owners quickly become overwhelmed with too much new information.
They’ll feel your solution will change
everything
and that to say “yes” would be a HUGE decision.
After gathering some information from an owner, you could say, “Everything you’re doing is fine. But by implementing this [one thing], we could potentially…
· double your income.”
· cut your costs drastically.”
· decrease payroll costs.”
· cut down food waste with ingredient tracking.”
Find a unifying value to present the owner.
Then after you’ve grabbed attention, don’t continue listing all the unique features of your solution. Rather, bring it back to normal.
Say, “Everything else about this solution is just what you’d expect. I want to show you how this [one thing] works and help you cut your costs dramatically [or whatever the one value.]. Implement this new process is what all [business type] are doing these days.”
Other than the one valuable asset, make your solution seem easy and normal…the new normal. That’s the way to close the deal!