Not all products are simple; some are highly complex and niche-specific, making selling them more difficult for many sales teams. Here are 8 essential tips for selling complex products.
As much as this may seem to make it nearly impossible to achieve specific goals, the truth is, everything is marketable if you know the right way to approach this process.
Make your value clear
You already know that sales aren’t just about showing up and expecting leads to automatically believe your product is the best bet on the market.
The exact opposite is usually the case. They want you to explain why they should buy from your company instead of choosing a competitor.
That said, if you’re going to sell complex products, one of the most critical aspects of your sales script should be their value.
Always make it clear that what the lead is buying is worth every penny, whether it’s a feature that solves a specific problem or a scenario where your product offers the greatest return on investment. By doing this, you will make it very difficult for your leads to say no.
Use data and testimonials for complex products
Data and testimonials are more than just content. They help sell your product by proving that your offer is the best possible solution. That means you’ll want to include them in all sales pitches and marketing materials you distribute.
However, don’t just use those who say their product is excellent and not back up their claims. Instead, make sure you’re posting testimonials that explain how or why a customer found value in your product.
Then use whatever data is available to show the reason for that value, such as increased sales, better productivity, and so on. Finally, if possible, create case studies to bring all this important information together.
Understand decision layers
Another critical aspect of learning to sell complex products is understanding the decision layers.
This means that the person you are trying to sell to may not be the one who would use your product. So maybe it’s best to tailor your marketing message to the person you’re currently talking to.
For example, your product might be a solution that a technology team uses daily. But the person who writes the checks and signs the contracts is a vice president with no knowledge of what you’re selling. Therefore, it is recommended to have marketing materials aimed at both the end-user and the decision-maker.
Know your target market’s needs
It may seem obvious, but knowing your target market’s needs is very important. And we’re not just talking about the areas where your offering solves problems; this covers all the concerns your audience is dealing with.
The more you can delve into what this market is going through at any given time, the more skill you will have to argue for your product.
Want an example? Let’s say your company makes machines for an industry that hits peak production in October. During that time, your team is too busy to think about making a significant change. Knowing this, you can adjust to holding a sales meeting months before or after your levels drop.
Offer product education resources for complex products
Product education is a great way to stand out from the crowd when selling complexes. In short, the more information you deliver, the more likely a company will buy from you.
Make sure your site has lots of downloadable materials, tutorials, and any other types of content you need to know how to use your product more efficiently. The more descriptive you can be, the better.
Position yourself above the competition
When you’re working with a complex product, chances are your leads will compare with your competitors. If that happens, it is necessary to position yourself above this competition.
This means being able to convey with precision and assertiveness the main reasons why you are better than your competitors and how your product fits in the long term.
However, to achieve this, you need to know more about competing companies and what makes them a threat in your niche. Learn as much as possible about products that are comparable to the products your business sells. The more you know about these competitors, the easier it will be to limit your target audience’s comparisons.
Use research to your advantage
A little extra knowledge helps a lot. Take the time to learn about the customer and why they might need your product. Also, find out other details, such as how long it has been in business and its brand history.
If you have this information, you can bring it up naturally at the meeting. But, in the end, it looks like you care about working with him; that is, it is no longer a random customer.
Always look for the best solution for the sale of complex products
Sometimes the sales cycle gets off track, and you have to work harder to get things back to where they need to be. In this case, always focus on providing customers with the best solutions.
What does that mean? It’s knowing exactly which option is ideal for your audience’s most significant challenge or concern, even if that doesn’t mean it’s your product.
In some cases, your competitor may already have more features to meet the customer’s needs. By being honest about it, you can build trust in the business with your lead and even close the sale, now or in the future.