Content contributed by Colin Longren, VP of Global Sales with The Millau Group Global and Bob Rippel, Sales Performance Consultant with RJ Learning Group. If you like this article, view the TMSA On-Demand Webinar, “Identifying Buyers in the Supply Chain.” This webinar will help you to better understand how selling transportation and logistics has changed, how to better know and understand your buyer personas, and ultimately how to effectively sell to key decision-makers.
Selling transportation and logistics has changed significantly from that of even five years ago. Today you need five essential skills:
- Be a valuable source of knowledge. You now need to focus on educating prospects with new ideas and perspectives, and off relevant, valuable content and information that they haven’t come across through their online search.
- Collaborate with your customers and prospects. As a sales professional, you are no longer in control – buyers are. They want to work with you to co-create value and develop solutions, so make sure to include them in the process.
- Communicate your ideas in a clear, credible, persuasive way. Paint a picture that helps buyers to visualize how they’ll benefit from your products and how they’ll yield an ROI.
- Listen, and strive for two-way dialogue. It’s all about the customer or prospect – NOT about what you have to offer. Actively listen and truly understand needs, pain points, and business goals. Learn to ask more engaging questions that allow you to dig deeper into their situation – and follow up in ways that demonstrate you were listening to them.
- Lastly, be empathetic. Buyers purchase from sales professionals they like – so do what you can to connect with them on a personal level. Even if you clearly have the best solution and/or price, you could still lose the deal by alienating a customer with a “been there, done that” attitude.