What’s your most valuable sales tool? Truth is – it depends… Here’s why you need to customize your sales tools to cater to every stakeholder.
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At the end of June 2024, we ran a LinkedIn poll asking people what their most valuable sales tool was, and I think we listed things like an ROI calculator, a demo, a maybe a sales presentation, things like that.
And we asked people to pick the most important one, and we had a good, lively debate.
And then one guy wrote, oh, it’s my brain, you know, kind of smart alec response.
But he went on to talk about how it’s important to know which of those applies to which customers.
And I thought it was a really smart response, because every customer, every stakeholder inside every customer is different.
And so while you might have a really good return on investment calculator that shows the customer how much money they’re going to make as a result of working with you, that might only be good for the highly analytical, procurement or finance guys.
But maybe other people in the organization really want to see how this is going to affect their employee morale and reduce workplace injury and cut back on compensation claims.
And maybe someone else wants a case study on how you help them with compliance.
Maybe someone in IT really needs to dive into the technical specs and see a demo, because they’re going to be in charge of integrating this across multiple workstations.
And so really, I guess even though I hadn’t planned this, the answer is C, all of the above.
And D it depends on the person you’re selling to.
So I want to challenge you to build out, quality and high quantity of sales tools that you can use.
You should have multiple case studies that cover multiple buying and stakeholder personas.
You should have a return on investment calculators that both cover the cost of doing business and the savings that you can make them, as well as the gains that they can make from additional revenue.
You should be taking a look at workplace morale, turnover, costs of hiring, cost of workplace accidents, if that’s something that you work on.
And you should also be looking at legal and compliance.
If you can put tools in all of those categories, you can build broad stakeholder engagement and a multithreaded value approach that shows everybody that you have their best interests at heart.
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