Discipline Courage & Curiosity /

4 / Discipline, Courage & Curiosity
Executive Summary /
There is no silver bullet for winning
business. In today’s complex, highly
competitive selling environment
customers have set an incredibly high
benchmark in their expectation of Sales
Professionals, such that only a handful
of organisations are likely to meet - let
alone exceed these expectations. The
professionals and organisations capable
of mastering certain sales disciplines
are the ones who are creating significant
competitive advantage.
Every three years we conduct global research
into “What it Takes to Win Business” based on
the perspectives of 178 global Buyers and Sales
Professionals from a range of industry sectors.
We use the findings to help our clients understand
how their customers make their buying decisions,
become more customer-centric and improve their
win/loss ratio.
The 2015 findings show a shift in Buyer
expectations and suggest the need for increased
discipline in sales. Buyers are asking sales people
to do more, listen more, find out more and be
more disciplined in their approach. They expect
Sales Professionals to be genuinely curious about
their business and to be more courageous by
challenging them with knowledge relevant to them.
The findings from our most recent study highlights
four insights and how they can be applied:
Insight #1 ‘The Death of Formulaic Questioning’
Customers clearly want a conversation, not an
interrogation. The stark difference between the
value customers place on ‘listening’ as opposed to
‘questioning’ shows the criticality of conversation
skills in sales. Great Sales Professionals will
always be prepared with a set of questions that
demonstrate understanding and prompt insight; it
is the ability to listen and drill down that is critical
in today’s sophisticated selling environment.
Insight #2 ‘Discipline is the New Black’
Customers are putting a premium on a
salesperson’s credibility, knowledge of their
business, and the ability to communicate
value. This requires discipline in researching,
reviewing and rehearsing that many sales
people don’t possess.
Insight #3 ‘Courage and Curiosity
to Shift Thinking’
Customers are drowning in information, but
thirsting for insight. The in-depth understanding
of the customer’s situation and challenges must
be heard and felt in every communication and
interaction. Smart sales professionals will need
to have the courage and curiosity to create
compelling, customised communication - great
storytelling - that will help shift buyers’ thinking
and buying behaviours.
Insight # 4 ‘The Real Cost of Discounting’
It is a simple fact: discounts are costly. Increased
customer price sensitivity means that salespeople
have to be increasingly savvy at ‘getting the price
right’. They must have an intimate knowledge of the
commercial and emotional drivers of customers so
they do not give away too much. Most salespeople
will give away far more than they need to because
they do not know enough about what the customer
is really prepared to pay and why.