Salespeople, let’s clear this up once and for all: being helpful does not mean simply asking prospects what they want to do next, how they’d like to run a POC, or what success criteria they want. Newsflash—they probably don’t know what’s best. That’s why they’re speaking with you, the expert.
Sales is not about accommodating like you’re answering a support ticket. In fact, buyers don’t need someone who just listens and accommodates their requests—soon enough, AI will be able to do that. So what makes you valuable in the process? The fact that you’ve “seen this movie before.” You’re the expert guide in your industry, and it’s your job to show them how to buy effectively.
Why Your Expertise Matters
Buyers come to you for more than just information about your product; they want to tap into your experience, your insights, and your ability to steer them down the right path. They don’t always know what will work best in a POC or trial, or which stakeholders to involve. Your role is to lead them through these uncertainties and help them make informed decisions.
Here are some areas where your expertise is essential:
- Who to Involve and When: Your experience allows you to advise buyers on which internal stakeholders they should bring into the conversation and at what stage of the process.
- How to Evaluate the Product: Rather than leaving them to figure it out, you should guide the buyer on the steps that most effectively demonstrate your product’s value.
- What Trials/POCs Work (and Which Ones Don’t): Not every trial or proof of concept (POC) leads to a clear outcome. You know from experience which setups provide valuable insights and which waste time.
- Decision-Supporting Assets: Different personas require different information at various stages. Your input on what works for each stakeholder—whether it’s technical documentation, case studies, or ROI calculations—is invaluable.
- Tools to Smooth the Process: You can provide tools like Mutual Action Plans (MAPs) and POC Scope Sheets to help structure the buying process, reducing friction and ensuring nothing is overlooked.
The Risk of Letting Buyers Take the Lead
Yes, there are confident buyers who will gladly take the wheel and try to steer the process themselves. And while having an engaged champion is great, you can’t let them drive you down the wrong path. If the buying process goes off course, both you and the buyer lose.
Remember, most buyers want more than just information—they want an exclusive experience. They want a tour guide for their purchasing journey, someone who makes the process easy and collaborative. They don’t want to do all the thinking themselves, but they also don’t want to be pushed without being heard.
How to Take the Lead (Without Being Overbearing)
It’s all about balance. You need to take a leadership role without coming off as commanding or inflexible. Here’s a formula for how to discuss the next steps, POC scope, or success criteria:
Example:
- “Typically, what works best in this situation is [insert recommended approach].”
- “But you know your company better than I do.”
- “What do you think about this Next Step/Scope/Success Criteria?”
By framing it this way, you’re showing your expertise while still allowing the buyer to have input. It becomes a collaborative process, where your guidance is clear but flexible.
Key Takeaways:
- Obedience ≠ Being Helpful: Simply doing what the buyer says is not the same as adding value. Your expertise is what helps the buyer make the right decisions.
- Commanding ≠ Being Helpful: On the flip side, being overly directive without collaboration can push buyers away. Strike a balance.
- Lead the Process: Take control of the buying process and provide a clear path forward. Guide your buyers with confidence, not passivity.
- Make It Collaborative: Involve the buyer in the decision-making process, but don’t leave them to their own devices.
In sales, taking a leadership role and making the journey collaborative is how you add real value. Buyers may not know exactly how to proceed, but that’s what you’re there for: to guide, advise, and help them make the best decision possible.
