Note from Bruce:
I was recently asked by an interesting B2B company to write some blog posts and new business direct mail thoughts. They were interesting because <a> they wanted to focus on a smarter, more intelligent, level of thinking in their communication <b> they truly had an ‘edge’ to them in terms of attitude, and <c> they were interested in taking on specific objections they hear day in and day out in a candid fashion. It was fun for me and I generated maybe 20 draft thoughts for them in less than 3 days. The following shares my favorites <in rough draft form and the name of the company removed>.
Company X has worked with dozens of businesses and inevitably one of the first questions we ever hear is “you cannot know as much about our business as we do, how can you be better at our sales efforts?”
Here is the truth. We can’t know as much you do.
Here is another truth. We can be better at sales efforts than you.
How can that be? Well. Two things:
– We know sales engineering.
This means we know how to delve into decision maker buying processes, assess attitudes & behaviors and have a wealth of expertise with regard to ‘nudging’ a decision maker toward a sales meeting & decision.
Company X could spend pages describing our sales engineering methodology but we will not. We will simply say “by month two you will have about 8 confirmed quality sales meetings.”
We may not know as much about your business as you do today but this we know.
– We remember everything we learn in the process and never go by ‘gut.’
“It’s not what you know, it’s what you remember.”
What most tenured experienced business people have at their fingertips is gut & feel based on all their experience. It is invaluable. And it is also sometimes untrustworthy. Please note the ‘sometimes.’
We say that because sales engineering in the development phase should eliminate sometimes and insert certainty. We believe ‘feel & gut’ should be incorporated into the final sales presentation and not sales engineering.
In the meantime The Company X Affect Methodology is built upon remembering everything we have learned and applying it, and reapplying it, to strengthen response to certain cues and different decision maker characteristics.
While Company X didn’t plan it this way the behavioral aspect of The Company X Methodology <make a hot link> is grounded in a learning program model called Super-Memo and was developed by the Polish researcher Piotr Woźniak.
Interestingly our success in sales engineering is based on insuring that our sales engineers remember everything they learn, and apply it properly, as well as insuring the DECISION MAKER remembers everything they have learned about your product or service.
Long-term memory has two components: retrievability and stability.
Retrievability determines how easily we remember something and is dependent upon how near the surface of our consciousness the information lingers.
Stability has to do with how deeply information is anchored in our brains.
All memories are different. Some memories have a high level of stability but a low level of retrievability.
For example, try to recall one of your old phone numbers and you probably won’t be able to, but, if you see the number in front of you, you will recognize it immediately.
Even if you learn something and memorize it without practice over time it will become increasingly difficult to remember. The amount of time it takes for you to forget it completely can be calculated, and ideally you should be reminded of the word precisely when you are in the process of forgetting it.
In addition, the more often you are reminded of the word, the longer you will remember it for.
All that to say most business decision makers have multiple tasks and multiple things on their mind and it is difficult to assume they will be able to retrieve whatever information you may have given the last time you shared information.
In addition, anchoring information in a decision maker’s memory is a process.
Here is what we can say in the end about ‘how can you know as much as we do about our business.”
The Company X Methodology insures the Company X sales engineer not only learns your business, they learn the decision makers business and then have a system and methodology in place to insure they remember the business at hand as well as make sure the business decision maker remembers everything they should have learned.
Suffice it to say effective sales engineering isn’t about what you know it is what is remembered. In order to create movement through a buying process and ultimately create the foundation for an effective final sales meeting The Company X Methodology insures the decision maker learns & remembers what they need to know.