Research shows that if sales reps are not happy with the messaging content or slide decks they receive from marketing, sales reps will create their own presentations.
The “State of the Sales Rep” study by Brainshark (2013) states that of sales reps who receive content from marketing 42% say that marketing “rarely” or “never” makes them part of the development process. Sales reps report that they end up creating 51% of the content they use on their own. Sales will take ownership of generating the messaging when they are not being given the right tools and content.
When the ASTD set out to measure the state of sales training in 2012, they found that companies spend $20 billion on sales training. Despite this level of spending, almost 75% of companies are dissatisfied with the ROI.
This gap between desired and actual ROI is caused in large part because they're not responding to the trends and shifts in sales training.
Have you seen this video of business jargon released by Weird Al? It all starts to sound a little too familiar, doesn’t it?
Everyone wants to sound credible and be taken seriously, especially when trying to meet with an executive audience. As salespeople, we have the tendency of trying to sound smart rather than just being confident that we have interesting perspectives, insights and experiences to share.
Insights don't exist alone... they are part of an overall conversation. So, what does an insightful sales conversation really look like? These conversations can take the shape of a couple different scenarios:
What to Say in an Insight Selling Conversation:
Offering insight will begin with phrases like these:
"Here's what we're finding as we look at the retail industry…"
"In your situation, given our understanding of your current manufacturing or supply chain processes, I'm seeing these three opportunities..."
"Here's where you're at risk in comparison to your competition."
"Your competitors are doing A, B, and C. There are three different paths you can consider."