Three Critical Pillars of Effective Selling | Greg Nutter - 1609

On today’s episode of The Sales Evangelist, Donald talks with Greg Nutter about three critical pillars of effective selling. Greg has been a consultant for 17 years and is the author of his book P3 Selling.

Three areas that B2B salespeople need to understand

Problem

• Understand the problem, influence the perception of those problems, and message back to those problems about how well their solution addresses it.
• Greg sees salespeople constantly talking about the product. Without the context of the problem, a customer wanting to solve any discussion around product features makes no sense.
• Businesses don’t buy products, they buy solutions to problems.
• How can you identify the problem? Ask questions to your customers.

People

• Understand who is impacted by those problems, their perspective, and their decision influence.
• Over the last 10 years, we have gone from 3 or 4 people involved in a B2B purchase, to 10 to 15. Try to understand everyone's perspective so that you can message them.
• “The race doesn’t always go to the swift, nor the battle to the strong, but that’s how you bet.” If you cover more people you are more likely to win.

Process

• Understand what the buying process looks like, where the prospect is in the process, and how you are positioned in that buying process.
• What matters most is what the prospect is doing. Are they looking for information? Do they understand the importance of making a change?
• An individual process is where they go through their own steps to determine if they want to buy your product.
• The compliance process is when the subject matter experts are brought in to weigh in on whether or not it is a good decision.
• Understand what the process is and where the individuals are because that determines what you need to do to go to the next stage.
• Become an expert on the buying process to guide your customers and be a consultant.

Last piece of advice from Greg

• Become a problem solver, not a product pusher.
• To hear more from Greg, buy his book and connect with him on LinkedIn

This episode is brought to you in part by LinkedIn.

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Mentioned in this episode:

HubSpot and bluëmago | STUDIOS

HubSpot and bluëmago | STUDIOS hubpspot.com/marketers bluemangostudios.com