According to a 2015 Salesforce.com study, 82% of sellers are out of sync with their customers.  In my experience, the most probable cause of this is that there are a lot of salespeople who are using outdated sales techniques based on an approach to selling that does not work in today’s environment.

Until the 1990s, almost all sales training was about learning techniques to manipulate the customer into buying.  The Internet has changed the entire paradigm of selling because it has empowered buyers.  Thanks to the World Wide Web, your prospects can now research you and your product/service, compare you to your competitors, get feedback on your company, and even get pricing without any input from you. 

In this kind of climate, the “solution” and “consultative” sales techniques of the 80s and 90s no longer work.  The key to succeeding in today’s sales environment is customer-aligned selling.

What’s working now

The problem with the sales philosophies of yesteryear is that they place emphasis on making a sale rather than on delivering what the customer wants.  Many sales reps today are still focused on their goals, their quota, and making the numbers in the forecasted timeframe, thus creating the feeling of being in a race. This approach is very seller-centric, not customer-centric, and doesn’t result in a high rate of success.

“What can I say or do to get the customer to buy?” is the wrong question.  The most important question you can ask today is, “What does the customer I’m meeting with want and expect, and how can I deliver that?”

Sales is a beauty contest, not a race

Think about a beauty contest.  The most effective contestant in a beauty pageant has researched each of the judges and is in touch with what they want.  She knows what other contests they have judged, who won, and why.  Knowing what their expectations are, what they like and dislike, she is deliberate and calculating in tailoring her performance for each judge.

The customer’s decision-making criteria and desired outcome are the key factors in how and why a vendor is selected.  Unfortunately, in most sales situations, the seller is focused on himself and his products and is rushing toward the close without ever slowing down enough to understand what the buyer is looking for.

A customer-aligned salesperson seeks to know three things: 

• what the customer wants (the rules of the contest),
• why the rules matter, and
• what specific, personal criteria the buyer will be using to make his or her decision.

Customer-aligned selling’s driving force is to help the customer achieve their desired outcome.  The focus is on adding value throughout the sales process and ensuring the customer gets their desired result, even after the sale.

To align with a customer, ask yourself what evidence he/she needs to see to make his/her decision.  If you don’t know, do not be afraid to ask, “Mr. Customer, what do you need to see to know our offering is the best or right decision?”

Aligning with the way a customer wants to buy makes a huge difference in winning business. The result is reduced sales cycles, increased revenue, contented salespeople, and loyal customers.  Tailoring your sales strategy and implementation with how your prospect wants to buy works - just ask your customers.