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Enabling B2B Sales & Marketing

Disruptive Selling - what it is, why it works, how to learn more

Posted by Bruce Rasmussen on 12-Nov-2017 19:22:45

Would you be shocked to know that, if you're anything like most organisations, then around 10% of registered users that can access your business computer network no longer work for your company!!!

Would hearing that insight make your prospects sit up and take notice!?

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That's right!

We're currently working with an organisation that offers a Local Area Network (LAN) Audit service.  It catalogues all the devices on the network, what versions of software are on the devices, how secure each device is, who the authorised users are and what they do etc.

The Audit is a low cost, high-value offering - that traditionally is very difficult to sell!

Seller: Hi - we have this terrific low-cost LAN Audit service, that will tell you all about your network, what security issues you have etc.  What's a good time for me to come and talk to you about it?

BuyerThanks, but no thanks.  Our network is running fine, and we haven't been attacked or hacked.

It's a bit like selling insurance - no one ever thinks it will happen to them.  No-one thinks they need the service.  (Until it's too late!)

Here's the thing - the last 20 times our customer has performed their LAN Audit - they've found that on average 22% of their customers' registered users haven't logged in for over 90 days and that 10 of the 22% have left the company!

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Once these statistics - these insights - are presented to potential LAN Audit customers, the sales success rate jumps from under 10% to well over 60%!

The above example is what disruptive selling is all about.

Defining "Disruptive Selling"

We've previously written that we need to change our sales approach, depending on where the buyer is on their buying journey.

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The sales approaches

Based on the example above:

Competitive Selling relates to engaging with a buyer already in the market for a LAN Audit (or similar): 

Buyer: We're talking with a number of organisations, to see who can provide the best value for us in undertaking some sort of assessment of our current LAN infrastructure and usage.  Can you send us a proposal?

image004.pngThe challenges here:

  • They may be talking with parties other than us
  • If they're talking with us, they're probably talking with our competitors
  • How do we differentiate what the buyer no doubt perceives is a commodity product?
  • Even though they've asked for a quote on a LAN Audit - what if this isn't really what they need? (did they diagnose the problem themselves?)
  • How do we know a competitor hasn't already put this idea in their head - and hence they're going to win the deal anyway?

Solution-Based Selling relates to engaging with a buyer that is trying to remove the symptoms of a problem - but is not yet sure exactly what the problem is, let alone how to solve it:

Buyer: Our LAN keeps "falling over" - we need a technical fix quickly.  How can you help us?

image001.pngThe challenges here:

  • They may be talking with parties other than us
  • If they're talking with us, they're probably talking with our competitors
  • What if they incorrectly describe their symptoms to us?  We might diagnose the wrong problem!
  • What if they're intent on solving their problem themselves, shunning our advice (perhaps because they don't trust sellers?)

The power of Disruptive Selling

In the two examples above, we're engaging with buyers that either already know they have a problem - but may misdiagnose it; or alternatively have diagnosed their problem - or had competitors diagnose it for them, and are now in the market seeking multiple quotes.

Disruptive Selling targets buyers that are CALM - those 'blissfully unaware' they have business challenges.  As sellers, our role is to SHATTER their STATUS QUO, teaching them that - even though they're not aware of it - there's a better way to do certain things

image002.pngWhere's our credibility here?  It lies in the fact that we recognise and solve these sorts of challenges day in, day out. The buyer, on the other hand, has a multitude of other day to day issues to deal with - they can't keep up with the same type of 'stuff' that we as sellers can.

So - a definition of Disruptive Selling?

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Benefits of Disruptive Selling

  1. Ability to start new buying journeys at will ("I can feel a target increase coming on!")
  2. Being seen as a trusted advisor - as opposed to a 'sales rep' - for showing prospects better ways of running their businesses
  3. At the point of status quo shattering, we have exactly zero competitors - our favourite number!
  4. We stop prospects fruitlessly going down a path of self-diagnosis - which they may get wrong, or indeed never realise they need to traverse.

Learning more about Disruptive Selling

We'll be posting a number of future blogs on the subject - plus:

  • Register for a FREE 1-1 consult - To receive specific and customised advice on how you can run Disruptive Selling programs in your business - register for a free 1-1 consultation with Bruce Rasmussen.  ONLY 10 free assessments available per month – be quick and RESERVE YOUR PLACE NOW! 

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  • Get your sneak preview here of the first three chapters of Bruce Rasmussen's upcoming book ‘Buyer Alignment: Aligning Marketing and Sales to the new B2B buyer’s journey’ coming out in early 2018! It includes commentary on Disruptive Selling.  

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Topics: B2B Buyer Engagement, B2B Sales, B2B Buyers, Sales, Buyers Journey, Sales Methodology, Disruptive Selling

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