Is Provocative Selling a new kind of Selling Eloquence or just the same old Blarney?
Ireland is a small Island on north-west of Europe with a population of just over 4 million people. Mass emigration means however, that over 80 million people worldwide are now of Irish decent. This Irish Diaspora is over fourteen times the population of the island of Ireland itself. From JFK to Barack Obama, Joyce to U2, Guinness to Riverdance, tomorrow is St Patrick’s Day; when we invite the world to join with us in celebrating all things Irish.
One famous Irish landmark is the Blarney Stone; legend has it that kissing the stone gives the gift of eloquence. Eloquence is the ability of expressing strong emotions in striking and appropriate language, thereby producing conviction or persuasion. The term is also used for writing in a fluent style.
The story goes that Queen Elizabeth the 1st requested an oath of loyalty from Cormac Teige McCarthy, the Lord of Blarney. She received a response that promised loyalty without “giving in”. Elizabeth proclaimed that McCarthy was giving her “(a lot of) Blarney”, thus apparently giving rise to the legend.
One man who definitely has the gift of eloquence is my friend and colleague, Dave Brock. Dave and I have been exchanging ideas about the concepts behind” Provocative Selling”. We thought our different views complemented each other—rather than merging them, we thought we could stimulate discussion in the community by posting both and encouraging you to read each. Read Dave’s views in his post “The Big Idea, Solve Your Customers’ Big Problems”
So is “Provocative Selling” a new kind of selling eloquence or just the same old Blarney?
It talks about moving our thinking and methodology about selling from focusing on “What keeps our customers awake at night,” to “What should keep our customers awake at night.” The premise is in changing the objective, you change the discussion. Different conversations lead to different outcomes with the goal to find bigger problems which in turn will lead to bigger sales.
While I not entirely convinced that what keeps and what should keep our customers awake at night are actually that far apart, I am impressed with identifying the need for a different type of conversation. What I really like about Provocative Selling is its process, the how to get from A – Z bit. The simple fact of having a much more open starting point to our dialogue with prospects, will I believe lead to having much better conversations. Too many of us continue to talk customers in the same way about the same things and it’s stopped working.
Maybe there is not something spanking new here, but perhaps we do all need reminding that what we should be talking to our customers about is “how we can help them to help their customers”. The reality is that no other conversation is worth having at the moment. The combination of expertise, knowledge and skills required is high, but maybe it’s now “a must have” in the salesperson’s toolbox.
Another important facet of this approach is that it increases the worth of the salesperson, not just in the eyes of the customer; but more importantly perhaps in the eyes of the salesperson. Dave often speaks of how salespeople need to “create value in every interchange with customers” Surely the starting point must be salespeople who have first built upon their own intrinsic value before customers and sales.
Top salespeople are constantly looking to add to their repertoire of knowledge and expertise. There is a subtle yet powerful difference, between finding opportunity and having the ability to go and create it. Could it be that in many ways? Provocative Selling is what top salespeople are already doing.
As for the luck of the Irish, well I have always agreed with those who say that you make your own luck. Have a Happy Saint Patrick’s Day one and all.
Published by Niall Devitt, Btb Business Training
Tags: new selling methods, Provocative Selling, Selling Methodologies
March 16th, 2009 at 6:24 pm
Niall, thanks for the kind words, but more importantly thanks for a great post. As you an I have discussed, regardless what label we put on it, sales people have the pleasure and responsibility of helping customers see new opportunity for their businesses.
Whether it is how they can do things better or more efficiently, how to help their customers, opportunities that customers don’t see, or whatever, the value sales professionals bring to their customers is ideas and solutions.
When I speak with sales people, they struggle. We want to do this, but how do we get to see the customer, they don’t make the time to see us. I think part of the reason has been because, we’re too busy pushing our products and not bringing them ideas and solutions.
You’ve been gracious in quoting my “create value in every interchange, ” people ask “what do you mean.” It’s simple, in every meeting, do we help the customer with their problems. Part of it is just listening and being empathetic. part of it is giving ideas, helping them cope, helping them solve problems. In the end, the measurement is simple. If the customer thought the time they invested was well spent, then you’ve created value.
Great post, have a pint—tomorrow–for me.
March 16th, 2009 at 9:50 pm
Will do Dave,
“If the customer thought the time they invested was well spent, then you’ve created value”
There are many things I like about this. It allows for creative thinking, broader conversations and more innovative problem solving. This is exactly what I mean when I say that great salespeople create their own intrinsic value. Their expertise becomes more valuable to their customers than the products they sell. Your best selling will happen when you stop trying to sell, and invest your energies in offering your customers the very best advice.