Selling = Presentation + Prespective

Think of your favorite dish ( well I would take the example of butter chicken – pardon all vegetarians) and now would you like to eat it in a big deep dish with a spoon which is big & long enough to fetch kites from the sky.

The answer unless you are famished would be a definite NO.

Now another thing that we encounter every day – debates/ different point of view. Take a simple example, a child say about 10 years want to eat burger; Father will not allow as it causes obesity and simply shouts on the kid. He will never understand that as he is looking other kids eating it – But let’s try making him understand through a perspective which child is more align to – Tell him that yes burgers are tasty but eating them can lead to being fat & then he cannot outrun his friends in a game. The chances are positively bright that he would understand it.

Therefore, what does these two examples tell us -?

They tell us that even the things which we want the most needs to be wrapped & presented in the best way for us to accept and we understand & accept things better when we are made to comprehend from the perspective which we want to see.

So now that brings me to the most important part – Selling my services (I mean BPO outsourcing services).

From where I see – selling needs following steps

  • Prospect Research - So like cooking dish & Selling also needs planning – before cooking it is necessary to get all ingredients ready and in front of the cook - similarly before approaching prospect , we should understand its business requirement, second read about the nature of work done by the entity, read about the decision maker with whom we will be interacting later and understand how the individual perceives business ( through his blogs, social media channel posts, recent activities) & most importantly should engage an apt third party to understand why there was a need to outsource business now - something that they were doing for so long; We find the reason and if can provide solution ( please don’t forget competitive rate structure) - We have won half of the battle
  • Customize your Look & Presentation - I like ginger in my tea and by popular belief it is always good to have it in tea (mostly) but then imagine giving it to someone who is ginger intolerant – well so much for being good host. It is the case when it comes to selling. Once we have the research telling us what the business entity wants and why - our approach should be very selective and focused rather than telling everything.

A prospect could be looking for cost effectiveness or some may be looking for just getting a tedious unproductive work from its shoulder and invest its resources for more revenue driven work.

What intrigue a mind -? Curiosity, anxiousness, and that leads to the urge of trying. So how does it implies in selling - well always present your case studies and highlight how you and your team turned around business for an existing client. A story where you and your team comes out to be victorious by providing all what customer wanted and in the way, it wanted. Make the prospect realize it is always its wish and requirement that precedes – remember in the end everyone wants preference.

Do not shy away from telling every little detail about your solution – so include your alliances/ partnerships and of course any appreciation from clients would certainly help

  • Understanding the customer perspective& need - Ever been to Subway and asked not to put olives and pickle (even when these two are part of the foot long you are eating as standard ingredients). However, when you take the first bite and know both are in it, what are your thoughts. Now either the person was not listening or he just put the items there thinking that particular Sub should have these two, as that is the standard. Either way he gave no heed to your perspective or choice and end up losing your business.

It is the case of Sales, for e.g. let us say we have a tier 2 telecom operator who wants to set up a contact center in Tier 2 city of India. Our Sales rep goes with standard pitch with all the jazz on RPA, Analytics and Visual IVR but fail to address the prospect perspective. What prospect required is a contact center, where which will be an all voice operation center and require a quick ramp up. But we fail to address it.

It would be like serving a person chocolate mousse who wants Jaggery. Result is obvious.

Therefore, we should be careful, understand prospect requirement, target market, operational location, budget and market standing, and accordingly provide proposal

So to summarize my note which probably also gave some dish recipes is to put focus on fact that selling could be easy and difficult depending on how we approach.

It all depends on how well we can understand our prospect, its requirement and then modify our GTP (Go to Prospect) strategy accordingly and give the respective prospect wat is needed, how much needed and in way it is needed for its business – Nothing MORE or LESS.

Just the right quantity & see the magic happening

About the author

blog
Shrinivas Pandey, Business Consultant - BPS

Shrinivas Pandey has been part of Tech Mahindra BPS (formerly BSG) for the last 9 years.

He is a Business Consultant in BPS Marketing and handles the Analyst & Advisory function.

It has been an eventful and learning 9 years for him and he always looks for opportunities to understand the nuances of the outsourcing business more comprehensively.