When you pick up the phone and call executives or influencers, you are NOT targeting actual individuals to impart your message. But in fact, you are targeting the salesplan and incentive program they are operating under. Often what you feel is the logical approach does not coincide with their rules and guidelines for which they must operate under. You need to modify your selling techniques on the fly at times so you can keep up with your target and position your offer in a way that helps them.
Bonus-Driven Selling: Identify the target!
- Is the person measured by cost savings?
- By 100% IT operational availability?
- By doing more with less people?
- By improving access to data and keeping it secure?
Before you call them, spend some time to tailor your message so it appeals to their goal of promotion, bonus, job security, time productivity, projects completed on-time and under budget, etc.
Even if you are marketing servers, storage, managed IT services, an IT service desk, etc. – how does your offering match their sense of priority? Are you fitting into their plans or providing a value they cannot find without you?
If the end of the year is approaching and they are totally focused on key ‘marching orders’, speak to them as a creature of a salesplan or incentive program, not an individual standing alone. Especially for an IT services company that will need users numbers or traffic to meet their metrics. Appeal to the nature of bonus-driven selling by using the bullets above to determine their true needs within their organization.
Try a few calls and see the results in your selling approach increase. Learn to offer in a way that you are giving value and interest that is relatable, not just your blind value-prop not understanding the target. Knowing the factors of what bonus-driven selling identifies is a huge positioning point for you as the person calling into new accounts.