Why Employees Struggle to Sell Like the Owner
It’s no surprise that young recruits often struggle to sell at the founder’s level. Beyond your experience, your title alone gives you an edge. Founders sell by promising a great experience, which is credible coming from you. You’re the expert, you oversee each project, and if things go south, customers know you’ll fix it.
When junior salespeople tout the company’s stellar customer service, it can sound unconvincing. That’s why Matt Dixon, author of The Challenger Sale, suggests equipping new salespeople with the answer to a critical question: “Why should your prospects buy from you?”
Crafting a Compelling Selling Proposition
Here’s the catch—the answer must exclude your customer service. A strong selling proposition has three key elements:
Relevance: It must be something customers care about.
Differentiation: It should make you stand out.
Credibility: It needs to be believable.
Give your sales team a solid, unique selling point, and you’ll empower them to close deals without you. This not only drives sales but also increases the value of your business.
3 Strategies to Empower Your Sales Team
Training and Development
Invest in comprehensive training programs for your sales team. Provide them with the knowledge and tools they need to understand your products or services deeply. Regular training sessions can boost their confidence and ability to sell effectively. Consider role-playing exercises, workshops, and even bringing in outside experts to provide fresh perspectives.
- Develop a Clear Value Proposition
Work with your team to develop a clear and compelling value proposition. This should highlight what makes your business unique and why customers should choose you over competitors. Remember, this proposition should be relevant, different, and believable. Regularly review and refine this message to ensure it remains strong and effective.
- Set Clear Goals and Provide Incentives
Set clear, achievable sales goals for your team and provide incentives for meeting and exceeding these targets. This could be in the form of bonuses, commissions, or other rewards. By creating a performance-driven culture, you motivate your employees to strive for excellence and take ownership of their sales targets.
By focusing on these strategies, you can build a sales team that thrives independently, ensuring your business remains robust and attractive to potential buyers. Empowering your team to sell more not only drives revenue but also enhances the overall value of your business, making it a more enticing investment for future buyers.
Start implementing these changes today, and watch as your business grows stronger, more independent, and ultimately more valuable.
