What it Means to Win The Sales Game

Last week I talked about the mindset it takes to win the sales game.   I said that the mindset you need to have is one that places your prospect’s needs first.  It occurred to me that some might think there is a contradiction if you “win” the sales game and place your prospect’s needs first.  Let’s look at what “Winning The Sales Game” really is.

When you look at selling it appears that there are two sides: the seller and the buyer.  In reality the seller and the buyer are on the same side.  If you place your prospect’s needs first, you are on the buyer’s side helping them get the best solution to their problem.  The problem (could be literally or figuratively) is what you are trying to solve with the buyer.  You are positioning yourself as a trusted advisor for your buyer.  So, there is only one side.

There can however be winners and losers.  There are four entities that can win or lose in each sale.  The four entities are: the selling organization, the buying organization, the buyer, and the sales person.  In order to win the sales game, all four entities have to win.

First, let’s look at the selling organization.  This is the company you represent.  A win for the selling organization means a profitable sale where the organization can deliver what is promised.  This means the deal fits the parameters the organization has set out for a good customer or client.  A “lose” for the selling organization will ultimately result in a “lose” for the buying organization because they will eventually have to change something to make it a win.

A win for the buying organization is when they have the best solution for their problem for the investment they can make.  If they buying organization loses, it will ultimately be a “lose” for the selling organization.

A win for the buyer is when the buyer gets what they need personally out of the sale.  For example, if your product or service allows the buyer to reach his/her targets and they get a bonus.  That’s a win for the buyer.

Lastly, the sales person has to win.  The sales person wins when they get credit or the commission for the sale.  If they make a sale that is below the threshold to get a commission it is a “lose” for them.  Or, if the sale doesn’t count towards their quota, it could be a “lose.”

In order to “Win The Sales Game” everyone has to win.  There really is no contradiction with putting your prospect’s needs first and “Winning The Sales Game.”  While putting the prospect’s needs first the sales person has to take into account all the other needs too.  It is the sales professional’s responsibility to ensure everybody wins.