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November 07, 2017

The Key to Winning More HCM Sales? Stop Selling Your Product

The Key to Winning More HCM Sales? Stop Selling Your Product

By Kit Dickinson on November 07, 2017

Win HCM Sales HR

Recent surveys have found that it's more challenging than ever to win sales. Thirty-four percent of salespeople say that closing deals is getting more difficult, and forty percent say it's harder than ever to get a response from prospects. Fifty-seven percent of sales representatives believe buyers are less dependent on salespeople.

A major part of the challenge for salespeople is establishing trust with prospects. That’s no less the case for human capital management (HCM) companies. To effectively close a sale, you need to win the trust of your customers.

In the end, you're selling yourself, not your product. And that comes by presenting yourself as a consultant, not as a sales rep.

3 Keys to Becoming Indispensable to Your Prospects

Don’t talk about your product

People don't want to be sold to, they want to be helped. Your prospects won't be interested in your product until they believe that you understand their biggest frustrations.

Don't be a salesperson to your customers – be a consultant. Start by asking questions that show you want to understand their problems. Also include questions that challenge them to rethink the way they've always done things. For example:

  • Is your current system aligned with your company goals?
  • What’s failing you? Why isn’t it working?
  • What are you doing manually or in spreadsheets today that create risk or aggravation?

Questions like these help establish you as an authority who can help, not as a sales rep who wants their money. And they give you valuable information about how to differentiate your system from the competition's.

Always be educating

Once you understand your prospect's situation, it's time to educate them. Many sales reps make the mistake of going for the close at this point, but your customers are still vetting you. Instead, focus on educating your prospect on their situation. Education builds rapport and trust, and helps your customer to see how urgent their needs really are.

  • Use solid market research, with numbers, to back up your position.
  • Ask questions that create urgency.
  • Make statements that create curiosity, so that your customer begins asking you questions and seeking your expertise.
  • Do NOT offer a solution at this point.

Prove you can boost their bottom line

In the end, your prospects want one thing to increase their bottom line. Your competition will say that they can do it. You should show it.

Do a financial review of your prospect’s business to identify exactly how you can boost their bottom line, and by how much. Look for innovative ways to cut costs that your prospect wouldn’t think of on their own. For example, easy-to-use automation software helps reduce fines and retain top-performing employees.

Unique selling points like this help you stand above the competition.

Most Valuable Partner

When your prospects see that you’re there to help them grow their business, they’ll start to see you as an asset to their company not as a sales rep who just wants to close a deal. They’ll begin to ask you questions and look to you for help. How can you solve these other problems they’re facing? Would you recommend implementing this solution, or that one?

Once your prospect realizes that their current HCM system is holding them back from their biggest goals, you can start to introduce a better solution that directly addresses the issue. From there, the sale is practically guaranteed.

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Next Steps

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