Let’s say you work for a company that sells safety glasses to aerospace organizations. When the aerospace company buys your safety glasses, they give them to their employees who manufacture airplanes to protect their eyes during the production process.
As a sales rep, your job is to understand the benefits and of your product and how they help your buyer succeed in their area of business. In this scenario, you are responsible for understanding what the safety requirements are of the organizations you are selling to, and you need to be able to speak to your product’s ability to meet these requirements.
If while selling the safety glasses to the aerospace company you can provide reliable information about the quality and safety of your products, and share quantitative data from previous sales such as having a prior customer see a reduction in workplace injury by using your product. While yes, the company can expect to spend money on your product, they can also expect higher productivity from employees who can perform their jobs with a reduced risk of injury. These are key talking points that can demonstrate value for the organization you’re selling to.
For another example, let’s say you work for a company that sells security software to small businesses. Your software aims to keep your buyer’s company computer systems safe and protected from viruses and security breaches.
In this role, you need to understand what the common security threats are to companies of similar size and industry to your buyer. Additionally, performing research to understand how much a threat or breach could cost your buyer if it were to happen can provide a valuable data point to demonstrate the value of your offering.
With adequate research and a good understanding of your buyer’s industry, you can succeed in organizational selling. Check out these insider tips to learn more about how to sell to businesses.