The issue of the "deficit model". Or why MEDDIC isn't enough..

This is the main challenge sales leaders and their teams have. Thinking their prospects are persuaded by data and facts. The famous deficit model. And this is what companies using MEDDIC and the like are missing...

Thinking prospects have a gap in their knowledge and they need that gap filled. As the video below says, it's "the most arrogant way to belittle people".

Yet, so many sales teams approach selling by:

• Showing a great case study of other customers

• Organising demo of the super product

• Creating the "wow" effect of the product (I still hear this sometimes)

• Showing the slides deck

• Having a deep conviction shown by the sales rep that the product is powerful

  
  

The thinking behind is: "Show them the gap with conviction and boom, they will see the world the same way - and consequently will be buying your product or service -."

This is a core reason why so many times, sales team fail.

Sure, sometimes this approach works. But then there is a disconnect between what people THINK they sell. And what prospects ACTUALLY buy.

Because people make decisions emotionally first. Logic comes after. So what actually works?

What to do to sell better?

• Reduce the risk they will take. People fear risk (an emotion) . People are more comfortable with a mediocre situation than with taking a risk.

• Focus on issues you solve. Not benefits brought. Because prospects initially don't care about benefits. They want to solve burning issues.

• Demonstrate they won't lose credibility internally. People care less about financial budget - what most sales people think matters - than their internal credentials.

• Demonstrate you truly see, understand and acknowledge them

• Find ways to diminish the resistance they have when talking to you. Being enthusiastic creates resistance, esp. at the start of a conversation.

And many, many other ways...

Selling is above all a psychological play. The buyer psychology and the seller psychology.

Mastering selling psychology is critical to succeed in sales. Yet it's something rarely understood...

PS: understanding seller's psychology is also key. For instance, beliefs of sales people. Here is a list of the 40 limiting beliefs of sellers if that can help?