A change in perspective can be eye opening. It allows one to gain new insights into the same situation and gain a better understanding of what is going on. It allows one to understand the views of others and get a better idea of what they may be thinking. It challenges one to become more creative and use their imagination. Hence, it is no challenge too see why having a change in perspective can be valuable in sales; specifically, seeing the sales process through the eyes of your customer.
Changing perspective in this manner provides you with one crucial advantage: an insight into what the customer’s wants, needs, and concerns are. Hence, it will allow you to better understand what the customer needs and how to pitch your product in a manner so that it best fits these needs.
This requires a great deal of research into your customer and their industry as a whole. For firms involved with B2B selling, what are your customer’s pain points? Where are they being inefficient and what are they looking for to remedy this inefficiency? How is their company and the industry as a whole doing financially and thus how much can they afford to spend? It also requires research into your firm and your industry. How can you get your competitor to see you differently from the competition? What do you do better and more effectively?
The best way to understand this comment is through example. Hence, I recommend you take a look at a guest post I wrote for designer David Aiery on the logo design process. Personally, I don’t have much design experience and thus have always hired freelance designers for any work I may have. I created this post as a way for designers to better understand what I, the customer, was looking for. This is the kind of information you need to get about your customers.
Getting this information certainly is not easy, but there are a number of ways to go about it. Simple Google searches can provide information on the industry as a whole and perhaps even the company you are selling to. Another way to go about this is to talk to current customers and see their viewpoints on their industry (trends, size, competition, etc.) and their needs as chances are, they are similar to those of the company you are selling to. Try and talk to other companies/individuals in other industries who have worked with the target and see what they have to say about their experiences and what they did.
It can be a challenge to get all the information you need to see the sales process from the viewpoint of your customer, but once you are better able to understand what your customer needs, the better the chances are that you will be able to convince them to work with your company.