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6. Sales strategy - Communicating with Customers

Advanced Sales Training,


· sales strategy,sales communication,sales training,sales proposals,sales letters

This is the sixth in a series of articles for e-learning for Advanced Sales Training for IT and High-Tech Sales. "Sales Strategy – Communicating with Customers”

Sales Strategy: Communicating With Customers


When engaging with potential clients, it's essential to recognize that decision team members may be at different stages of the buying cycle at different times. For sales professionals, this means adopting a dynamic and adaptable communications strategy to meet the diverse needs of their prospects. Meetings, demonstrations, presentations, letters, and proposals can be the key to discovering, confirming and influencing decision criteria and the decision process.


The Multi-Stage Buying Process

In the world of complex B2B sales, decisions are rarely made by a single individual. Rather, they often involve a group of decision team members, each with their own unique perspectives, priorities, and timelines. This complicates the sales process, as different team members may be at different stages of the buying cycle at different times.

For example, one member of the decision team might be in the early stages of identifying a problem, while another is actively seeking solutions. Some may be focused on gathering information, while others are ready to make a decision. This diversity of perspectives and stages can present a significant challenge for sales professionals.

In this case the role of your sales communications strategy, is to move everyone around the buying cycle so that they all arrive at the decision stage at the same time, and with the information they need to support your proposals.


The Role of Meetings

Meetings play a pivotal role in addressing the needs of diverse decision team members. They provide an opportunity for sales representatives to engage with potential clients, understand their specific challenges, and tailor their approach accordingly.


Meetings allow sales professionals to:

1. Gather Information: By asking the right questions, sales reps can gain valuable insights into the decision process, members of the decision team and unique concerns and priorities of each decision team member.


2. Build Relationships: Building rapport and trust is essential. Meetings provide a platform for establishing strong connections with prospects, making it easier to build the need for a solution, influence their decision criteria, and manage the decision process.


3. Customize the Sales Approach: Armed with insights from meetings, sales professionals can tailor their sales message, become the trusted advisor, and move around the organisation, ensuring that they address the specific needs and concerns of each decision team member at each stage of the buying cycle..


The Power of Demonstrations and Presentations


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Demonstrations and presentations are effective tools for influencing decision team members. These visual aids allow sales professionals to showcase the value of their product or service in a way that resonates with the target audience.

In major sales you are acting as a consultant – helping your customer to identify needs and suggesting solutions (products, services), to meet those needs. This demands a high level of trust and credibility. By the time you are doing demonstrations and presentations, you have hopefully got a good relationship with your customer already in place.


Preparation - Whether you're demonstrating a product or selling an idea, a project, a product, you must enter that situation with an expert understanding of each member of your audience, and what they care about. This means lots of preparation.

When conducting demonstrations and presentations:


1. Understand your target audience: Determine exactly what individually they expect to get from your demonstration / presentation; Highlight Key Benefits - addressing the pain points and priorities of individual team members. Show how your offering can directly benefit them.


2. Connect with your audience (e.g., Tailor your demonstrations and presentations to match the specific interests and concerns of different team members. -if you are dealing with a technical audience use technical terms and ideas, finance use numbers and financial examples); Provide Visual Proof - Use data, case studies, and examples to illustrate the positive impact of your solution.


3. Be enthusiastic; Watch for and react to body language; Deal with questions and objections – don’t ignore them!

Note: However, whilst the salesperson will probably deliver presentations the salesperson should never carry out a demonstration - Their role is to manage the situation, direct and observe. To keep the pace right, making sure questions are answered, that customers’ hot buttons are identified, confirmed, and recorded - these can then be included in a follow-up letter.


The Role of Letters and Proposals

Letters and proposals serve as formal documentation of your commitment to meeting the needs of the client. These documents are vital for confirming decision criteria and the decision process.

Have you ever noticed at meetings how often the other person takes notes – hardly ever! This being the case – what do you do at these meetings? - You take notes!

The notes you have taken can be a very powerful selling tool. When it comes to writing your proposal and particularly in the management summary you can take your meeting notes and quote back to the customer their reason for seeking a solution, selection criteria, benefits expected and how you meet their needs – all agreed and confirmed with the customer in your meeting notes and follow-up letter!


Every Meaningful Contact With A Customer Deserves a Follow-up Letter!


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When crafting letters and proposals:


1. Reiterate Key Points: Summarize the key benefits and value propositions discussed and agreed in meetings, demonstrations, and presentations.


2. Address Concerns: Ensure that any concerns or objections raised by team members are addressed and mitigated in the proposal.


3. Call to Action: Clearly define the next steps and the decision-making process, so that all team members understand the path forward.

In large, complex sales where decision team members may be at different stages of the buying cycle, a dynamic communications strategy is essential for success. Meetings, demonstrations, presentations, letters, and proposals serve as the bridge connecting sales professionals with diverse decision-makers. By recognizing the unique needs of each team member and tailoring their communications accordingly, sales professionals can increase their chances of success, influence the decision process and ultimately close deals more effectively.

Questions? How good is your communications strategy? For more information about e-learning for Advanced Sales Training and developing your communications strategy visit

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