How often have you heard that a sale should result a win/win? Probably since your first sales training course you have been taught that a good sales person creates a win/win agreement. But have you stopped to think about what really is a win/win? Most sales people thank that a win/win means that the sale is good for the both organizations. I challenge this notion and contend that a win/win is much more.
In order to create a win/win, everyone has to win. In other words a win/win means that the selling organization wins, the buying organization wins, the buyer wins, and the sales person wins. So a win/win is really a win win/win win. What then are the key things to consider to making the sale a true win/win?
First, the selling organization has to win. If the selling organization does not win, the likelihood of keeping the customer long term is pretty much nil. The sale has to meet the selling organizations criteria for profit, operations, contractual obligations, risk, etc. If any of the criteria of selling organization is not met, the deal becomes a “lose” for the selling organization. When this happens stress is put on the relationship between the selling organization and the buying organization. The selling organization will feel it needs to “make up” for the loss somewhere else, and ultimately this will lead to a “lose” for the buying organization. If you sell a deal with just the hope of making it work for the selling organization, you are in big trouble from the get go. Always make sure the selling organization wins.
Secondly, the buying organization has to win. When you sell a deal, you have to make sure the needs of the buying organization are met. If not, lost business is just around the corner. You can’t maintain a long term relationship where a customer is paying money and they’re losing. If you do a good job of understanding your prospect’s needs and putting together your solution to satisfy those needs, you are well on your way to preventing a “lose” for the buying organization.
A win for the buyer is the emotional reason why the buyer wants to get your product or service. The emotional reason is personal to the buyer. It is not an extension of an organizational need. For example, if your product or service is going to be a key for the organization to reach its budget or quota goals, then the personal reason why the buyer wants to purchase your product or service may be the buyer receives a bonus for reaching quota. With the bonus the buyer can take the family on the cruise to Alaska they have been talking about for years. During your fact finding you have to find out the personal emotional reasons for getting your product or service from each buyer involved in the sale.
Lastly, the sale has to result in a win for you. If you as the sales person do not win, it becomes demotivating for you. Usually a loss for the sales person results when the margin on the sale is below the threshold for you to get a commission. When this happens it can almost seem as if you’re working for free; and that’s not fun. To avoid this, qualify your prospects to make sure they can afford your product or service. Also, improve your sales skills so you can create the value for your prospect. If you need sales training to improve your sales techniques, get it. You can find a great free sales training tool at www.andreboykin.com on how to ask questions. Do whatever you need to do so that each sale can be a win for you.
A win/win only comes about when everyone wins in a sale. If you make sure everyone wins, you will improve your sales and be superstar in the sales game.