People don’t care about what you do, they care about why you do it. So why wouldn’t you sell in that exact same way?
Average salespeople sell from the outside in, but Sales Warriors always close from the inside out. They always start with the why, then give the how, and present the what last.
A great example of a company that has mastered the inside-out close is Pepsi. Recently Pepsi announced their beloved CEO, Indra K. Nooyi, would be stepping down this fall after 12 years in the role and 24 years with the company.
Nooyi is a Sales Warrior. She saw that over the last few years, our society has become more and more conscious about our food choices, and there have been numerous attacks on sugary beverages like Pepsi Cola. Nooyi knew it was time for a rebrand, and she was able to rebrand the Pepsi selling message to fit the needs of the customers.
They weren’t just selling healthier options now; they were selling a healthier lifestyle.
Every prospect you talk with is motivated by three things you offer: your what, your how, and your why. Our Warrior Selling program will transform your salespeople into certified sales warriors who drive more profit and improve more customers’ lives. Our Warrior Selling program focuses on transforming your salespeople into certified sales warriors who drive more profit and improve more customers’ lives.
Our Sales Warriors know the key to selling is to start with why, then explain how, and present the what last.
THE WHY. The biggest thing that separates you from your competition is selling your why as a company. What you actually sell may be better than your competition in some ways, but your competition may do some things better than you do. Look at Pepsi. They don’t have the absolute best health snacks on the market. So why do they outsell their competition anyway? Because they found a tribe. They realized that the goal of selling isn’t to do business with customers who want what you have. The GOAL is to do business with people who believe what you believe.
THE HOW. This is the process level, where you explain the how behind your product. This is on the emotional level with the why, and it’s based around how your product will improve your customer’s life. This just requires conscious competence around what you offer. When you can present the how and the why together, you’ll give your prospect a complete picture of life improvement that will dramatically increase your conversion rate.
THE WHAT. Think about it – the reason most salespeople start with their what is because it’s the easiest way to think. Everyone naturally works from the outside-in because every person on the planet can explain what they do. That’s why average salespeople build their selling message around the what. They talk about their detailed features, and about how their company is owned by the same family, and how they’ve been continuously operated for 120 years. That’s all what-based selling. That’s 100% logic, and people don’t make decisions logically.
Pepsi sold the why first, and under Nooyi’s leadership, she helped the company focus on innovation and sustainability while tripling dividends and growing net revenue from $35 billion in 2006 to $63.5 billion in 2017.
People don’t buy what you do. People buy why you do it. Your mission as a sales warrior is to align with the vision and mission of your company. You have to know why your company believes in its products. Why is it important people buy from you?
Don’t be like every other salesperson. Be a Sales Warrior. Stop selling your product and start selling a better life for your customers.