These last few days there have been some great debates. I’m onsite with a customer discussing the future. One of the key questions is about guided selling and how to approach it. Here’s a summary of a simple but yet effective three step approach.
Three really difficult things with guided selling
There are three things that are really difficult with guided selling. This is what you need to understand and to address.
- You’re not allowed to ask questions about the actual product.
- You must focus on the customer situation.
- You must understand how your product can provide a superior solution.
Armed with these three insights you can start to create the right path to guide your customer.
The questions should address the problem to be solved, for that specific customer situation, with a solution that distinctively differentiates you from the competition.
Ask questions as if you were selling a competitor’s product. Be general, and address the pain that should be solved. Be consultative, don’t present the solution.
Address the specific issues that distinguish the customer’s specific situation. Get confirmation on why this is a special problem that needs a tailored solution.
And finally, provide a compelling story as to how your product could effectively addresses this situation.
To define the general questions, one must ignore product features. This will be difficult, and that’s why you should sell your competitors product. Most likely you know what type of problems the competitor can solve, but you don’t have detailed knowledge on how they solve it. This is actually a good starting point to define those general questions.
The next step is to define what in your product that will solve what specific issue. Here you really need to understand what drives your customer to buy a specific product in your catalogue.
The last step is to translate those drivers into a message that communicates the benefits of your product – in words that your customer will understand. The more concrete the better. The more “cost vs. value”-orientated the better.
Get it into your configuration logic
Now, get ready to get this into your configuration logic. Use your product features to map customer needs with product solution. Use the bi-layer approach of mapping customer requirement with product selection.
If you need some assistance, give us a call. We can help you address the future of your guided selling solution.
See more about Tacton’s guided selling solution in this demo: Configuration of truck with guided selling on tabletView demo of guided selling