What if YOU had a MAGIC Wand? What would your pipeline then look like?

Using traditional selling skills, salespeople often asked their customers: If you had a magic wand, what would you change? We know now that Buyers are not keen to answer this question anymore. They expect salespeople to think with them about their situation and business challenges and tell them what should keep them awake at night instead of asking them.

Selling with the Buyer’s Perspective works differently. You Show your customer what you know (about them), Verify that understanding, and then ask a thought-provoking question, like, “This is what I see happening in your industry, and customers like you worry about that. How does this development impact your business?”

This will get the customer’s attention.

Sellers’ Challenges

But the new way of selling also presents challenges for a salesperson like you. Instead of accepting any opportunity in your active pipeline, you want to be more efficient and effective by focusing on quality opportunities. A greater number of proposals do not lead to more new customer agreements. You want to be more effective with your time, like preparing well for every customer meeting.

This has led to an ever-returning question: How do we fill the sales pipeline with quality opportunities?

Swirl your magic wand.

It’s time to use ‘the magic wand’ for yourself. The process below has worked well for me in the past. I am sure it will lead to success for you too. Repeat this activity every three to six months. You will see it drives quality opportunities into your active pipeline. 

Swirl #1: Success is right in front of you

The first wave of your magic wand is towards your portfolio of trading customers. Sort them by revenue and loyalty. Ask yourself three questions:

1. Why are these customers so content with your services?
2. What insights have you used to help them grow their business?
3. What industries are these customers in?

Use this information for the next step.

Swirl #2: Segmentation made easy

Now,  point your magic wand to your future pipeline or where you have stored the not-won opportunities. With these opportunities, your proposals were not successful. But you have met with these customers before. Segment these by the industries determined in your first swirl.

Swirl #3: Who do you know?

Subsequently, prioritize these opportunities by the number of stakeholders you have met per opportunity. The more stakeholders, the higher the ranking. This makes sense because decisions are never made alone. You got to know the majority of the buying room.

You were not successful in closing these opportunities because of hidden competitors. These stakeholders were in Why Change? and opposed to change. Refresh yourself on how to overcome a Hidden Competitor.

Swirl #4: Similar Customers have similar challenges

Now comes your final magic swirl. Move these opportunities back into your active pipeline for those who are in the same industry as the trading happy customers determined in your first magic wand move. There is a high chance these customers will have similar challenges, and you already know how you can help these customers grow their businesses.

Use all of your SLNB skills, such as insight selling, storytelling, and business acumen, to find a Change Champion this time around who can influence other buying room members stuck in Why Change.

New Way of Selling 1-2-3

If you have been selling to these customers with old selling techniques, then you know you are in a good position now:

1. Prepare third-party research to influence the buying room by looking at the risk of not making a change and opportunities to capitalize on.
2. Prepare a simple business case for change.
3. Focus on how you can help these customer grow their business with all your Selling with the Buyer’s Perspective skills.

Your approach will work because:

• Your strategic insights helped similar customers grow their business.
• You have stories to tell containing insightful information
• Your business case for change is strong

With all that magic, you will have an enhanced pipeline with great quality opportunities. Good luck.