In needs-based selling, SDRs also often unconsciously PSA:
- Identify the prospect’s Problems.
- Pitch Solutions.
- These prospects then go off and research Alternatives on their own. When you aren’t involved in this research, you don’t get a chance to address how you’re different or better.
Instead, involve your prospect as a fellow collaborator when investigating potential solutions. Don’t be afraid to discuss alternatives; presenting options doesn’t necessarily increase the likelihood that they will choose an alternative over you. They’re probably already considering that alternative, or if not, will do their research and find it after speaking with you. Even if they don’t, they might still become aware of a more suitable alternative after choosing your solution, leading to buyer’s remorse. This can be even more detrimental as it jeopardizes their relationship with you and could even result in negative reviews.
If there is an alternative solution that is indeed better for them, there’s nothing wrong with referring them to it. They might not have been your ideal customers anyway, and operating with integrity will pay off in the future when they are eventually better suited for your solutions. Even if they didn’t make a purchase, they may still refer others who are a good fit since they had a positive experience with you. PAS:
- Identify Problems.
- Identify the different ways to solve them: Engage prospects in evaluating Alternatives, providing yourself the opportunity to address concerns, objections, misconceptions, or frequently asked questions before they arise.
- Position your Solution as the best option amongst those available.
Don’t make Public Service Announcements (PSA),
be a team player and PAS.
When discussing alternatives, avoid bash competitors. It makes you look petty, and be prepared, they’ll bash back if they catch wind of it.
To learn more about competitive framing, positioning, and articulating your Unique Selling Proposition/Point, refer to the section on UVP/USP.