Blog See Prices

Part 2 Insight Selling: Our 3 Step Process

team image

At Natural Training, we like to keep things simple.  We see no reason to over complicate sales, which is why we have developed a simple three-stage insight selling tool.  It is easy to follow, memorable and above all it works.  The approach hinges on three fundamental questions:WHO? WHAT? HOW?

In part 1 of this 2 part series, we looked at How Insight Selling & Consultative Selling are a Perfect Match. So, now that you are ready to give Insight Selling a try, how can you actually start to put it into practice in a natural and effective way?

By Matt Drought, Founder and Chief Training Designer

At Natural Training, we like to keep things simple.  We see no reason to over complicate sales, which is why we have developed a simple three-stage insight selling tool.  It is easy to follow, memorable and above all it works.  The approach hinges on three fundamental questions:WHO? WHAT? HOW?

1) WHO

It all starts with the WHO?  Ask yourself who you are really talking to.  This isn’t simply a case of knowing what their job title is or which department they work for, but finding out all about them, doing as much research as you can before you make an approach.

You probably already know the maxim that companies don’t buy, people do, and selling with insights involves knowing all about your prospect and what is important to them.  How long have they been in the role?  What are their career aspirations?  What does success look like to them?  What do they care about, or value?  What are they sensitive to?  (e.g. price, quality, quick turnaround times and so on).  There are so many tools at your disposal to help you do this.  One of best is the person’s LinkedIn profile.

This is great for biographical information, but it will also reveal the groups they are a member of.  There, you may see the person has posted comments or questions about issues and challenges they need resolved.  This kind of information is like gold dust when you are profiling a prospect, because it will form the basis of the insights that you are going to deliver.  What you are doing is building up a detailed picture of what matters to the person, their motivations, concerns and what makes them tick.

2) WHAT?

Then you’ve got to work out how to use this information to provide insights.  So, we move onto the next stage of the process and that is the WHAT?  While it is important to understand the buyer’s needs and demonstrate how your solutions meets those needs, in the new sales environment this is not enough.  You need to be able to create an ‘aha’ moment that reveals something to the other person that they didn’t already know.  You really are bringing something new to the table, looking for patterns they are not seeing.

Basically, you are saying to the seller: “I’ve got this new idea or approach that I think will be very exciting for your company.  Let’s talk about it.”   It is up to you the seller to introduce these insights into the conversation in a proactive and collaborative way, such that they make the buyer say something like: “Wow, that’s very interesting.  I didn’t know that, but I can see how it is going to make a great difference to us.”

3) HOW?

The final stage is the HOW?  How are you going to bake these insights naturally into the conversation?  The answer is to raise points in an intriguing and powerful way that will pique their interest.  For example, let’s say you are a vendor of cyber security solutions.  Perhaps you could say: “Today, a sophisticated cyber-attacker might target a specific individual in your finance department with an email which refers to a named supplier. Some will even follow up with a phone call to make sure that the individual has opened and acted on the email. It is no longer enough to rely on spam filters to stop these attacks – a higher level of protection is now required if you want to keep your business safe.”

It is important that you are not overtly self-promotional.  Consider bringing in third party studies, reports or industry analysis that will help you to provide insights.

Insights Deliver Results

The key point with insight selling is that the insights must be new.  They can’t just be anything that’s tried and tested.  You should be breaking new ground and leading your prospect to somewhere they have never been before, a place that is going to reap benefits for them.  You are helping your client to think out of the box with ideas that nobody else has thought of.

Einstein was on the money when he said: “Insanity: doing the same thing over and over again and expecting different results.” Therefore, be new and insightful and help clients make changes that deliver better results.

If you’d like to hear more about how our Insight Selling programmes have impacted sales for our clients, please get in touch. We’d love to share that information with you.

Got a comment?

Catch us on Social Media and join the discussion!

Liked this article?

Subscribe to receive sales insights and tips directly to your inbox.

Click the tick box below to confirm you are human

×

Just 3 quick details to reveal how competitive our prices are.

Email
Full Name
Telephone No

Don’t worry we will never share your details with any 3rd party.

Thank you.