Buyers are busy, their inboxes are overflowing, and they’re sceptical of anyone trying to sell them something. But what if you had a partner working behind the scenes, helping you craft the perfect approach and giving you a compelling reason to meet? That partner is Artificial Intelligence, and it’s transforming the way modern sales professionals work.

Crafting Outreach That Actually Gets Read

The days of blasting out generic, templated emails are over. Buyers can spot them a mile off, and they’re sent straight to the trash. This is where AI first proves its worth.

AI-powered tools can act as your personal research assistant. They scan your prospect’s LinkedIn activity, company news, and industry trends to help you craft hyper-personalised messages. Instead of a bland “I’d like to introduce our product,” AI can help you write:

“Hi Sarah, I saw your company’s recent announcement about expanding into the European market and noted your comment on LinkedIn about sustainable supply chains. We recently helped a similar firm in your sector navigate this exact challenge, and I have some insights I think you’ll find valuable.”

This data-driven approach turns a cold outreach into a warm, relevant conversation. It shows you’ve done your homework and are focused on their specific needs. As sales training experts like Imparta have highlighted, leveraging AI for this kind of intelligence is key to opening doors that would otherwise remain closed.

Overcoming the ‘No Value-Add’ Objection

Let’s be honest: many buyers today prefer a ‘non-salesperson’ experience. They can research products, compare prices, and read reviews online. They often feel a salesperson doesn’t add any real value to the process. So, why should they give you 30 minutes of their valuable time?

This is where you need to change the game. You can’t just be a walking, talking product brochure. You need to be a strategic partner who brings something to the table that your customer can’t simply Google.

AI is your secret weapon here. These tools can synthesise immense amounts of market data, competitor analysis, and innovation reports, presenting you with unique insights tailored to your customer’s business. You can walk into a meeting armed with:

• Emerging Trends: “Here’s a trend in your industry that our data suggests will impact your Q4 results.”
• Market Research: “Our analysis shows your key competitor is overlooking this particular customer segment.”
• Actionable Innovation: “I’ve brought along some ideas for how technology like ours can solve a bottleneck you didn’t even know you had.”

By using AI to do the heavy lifting on research, you are freed up to focus on strategy and insight. You’re no longer just a salesperson; you’re an indispensable consultant.

The Tangible Advantage: When Seeing is Believing

Everything we’ve discussed—the personalised outreach, the strategic insights—is about earning the right to a meeting. And for those of us selling tangible products, that face-to-face interaction is where the magic really happens.

No video, website or brochure can replicate the experience of touching, feeling, smelling, or even tasting a product. If you sell high-quality engineering components, luxury fabrics, or artisanal food products, the customer needs that sensory experience to truly appreciate the value.

By using AI to secure the meeting and establish your credibility, the physical demonstration becomes the logical, value-driven conclusion. It’s not a “sales pitch”; it’s an exclusive, hands-on experience that proves the claims you’ve made.

Ultimately, AI isn’t here to replace the salesperson. It’s here to supercharge them. It automates the monotonous research and empowers you with the insights needed to build genuine relationships and prove your value. The future of sales isn’t man vs. machine; it’s the salesperson working hand-in-hand with their new, incredibly powerful AI assistant.

The post Tired of Being Ghosted? How AI Can Get You in Front of More Customers appeared first on Robin Lines Associates.

So how can businesses improve their margins without alienating their customers? It starts with reframing how you position value, engaging in consultative selling, and mastering price negotiation.

Positioning Value: Why Customers Buy More Than Just a Product

It’s tempting to think of pricing as a numbers game—costs go up, prices must follow. But effective pricing isn’t just about covering expenses; it’s about ensuring your customers understand what they’re paying for. And that means positioning your value clearly.

Consider your unique selling points. What differentiates you from your competitors? Whether it’s the quality of your product, exceptional service, or long-term benefits, make these advantages a central part of your conversation. Customers are more likely to accept higher prices if they see clear value in what you offer.

For instance, if you’re an energy supplier with rising costs, frame your pricing in terms of reliability, sustainability, or expertise in helping customers manage their energy usage. It’s not just about what they pay—it’s about what they gain.

Consultative Selling: Selling Solutions, Not Products

Traditional selling often focuses on promoting features and benefits. But in a market squeezed by economic pressures, consultative selling—a customer-first approach—can set you apart. This technique shifts the focus from selling a product to solving a problem.

Start by asking questions. What challenges is your customer facing, and how can your product or service alleviate those pain points? For example, a retailer struggling with high energy bills may benefit from tailored advice on efficient systems or budget-friendly payment plans.

By understanding your customer’s needs, you’re not just selling a product—you’re offering a solution. This approach builds trust, strengthens relationships, and makes your price point easier to justify.

Mastering Price Negotiation: Confidence and Clarity Are Key

Negotiating price increases can feel daunting, especially when your customers are also feeling the pinch. The secret? Confidence. If you believe in the value of your offering, your customers will too.

Be prepared to explain why your prices are changing. Transparency is vital. Share how rising energy or rental costs impact your business, but don’t stop there—pivot back to the value you bring. Emphasise how your product or service helps them achieve their goals despite external pressures.

Be assertive, but flexible. Have a clear pricing structure but be ready to explore options like tiered pricing, additional services, or bundling. This demonstrates your willingness to collaborate without compromising the value you deliver.

Improving Margins Without Losing Customers

Beyond adjusting prices, improving margins often requires a combination of small, strategic moves. Here are some practical tips:

1. Streamline Operations: Look for inefficiencies in your processes. Cutting waste saves costs without affecting quality.
2. Upsell and Cross-Sell: Introduce complementary products or premium options to increase the value of each sale.
3. Focus on Retention: It’s cheaper to keep an existing customer than acquire a new one. Offer loyalty incentives to maintain your client base.
4. Train Your Team: Equip your sales team with the tools to communicate value effectively. Confident teams can make a significant difference in how customers perceive your pricing.

How Robin Lines Associates Can Help

At Robin Lines Associates, we understand the challenges businesses face in communicating value and pricing assertively. That’s why we offer our Value-Based Programme for both buyers and sellers.

This tailored programme helps your team:

• Recognise and articulate the true value of your products or services.
• Approach sales with confidence, understanding how to position value in every conversation.
• Negotiate prices assertively, ensuring you maintain margins while meeting customer expectations.

With the right training and mindset, your business can weather rising costs without compromising on profitability or customer satisfaction.

Final Thoughts

Pricing under pressure doesn’t have to be a battle. By focusing on value, adopting consultative selling, and sharpening your negotiation skills, you can protect your margins while continuing to serve your customers effectively. And with support from Robin Lines Associates, your team will be ready to tackle these challenges head-on.

If you’d like to learn more about our Value-Based Programme and how it can benefit your business, get in touch today. Together, we’ll make pricing confidently your new standard.

The post Navigating Value and Pricing While Under Pressure appeared first on Robin Lines Associates.

1. Research Your Prospect Thoroughly

Begin by understanding the prospect’s business, challenges, and key personnel. This isn’t just about impressing them with your knowledge; it’s about tailoring your approach. If you know their industry trends, recent achievements, or potential pain points, you’re far more likely to make a compelling case for a face-to-face conversation. Show them you’re serious and prepared.

2. Offer Tangible Value Right Away

Instead of a vague “let’s meet to discuss how we can help,” specify how your expertise could address their needs. If, for example, you’ve identified a gap or an opportunity specific to their sector, reference it directly and frame your meeting as an opportunity to share insights that benefit them. Prospects are more likely to meet if they see clear, practical value on the table.

3. Use Warm Introductions Wherever Possible

Introductions from mutual contacts or connections make a significant difference in gaining traction. Leveraging shared connections builds initial trust, signalling that others in their network value your insight. If you lack a direct contact, try connecting with key industry figures in your network to establish a pathway. People are generally more receptive to meeting if there’s an element of familiarity.

4. Be Genuine and Personable

Many decision-makers receive multiple meeting requests daily, so stand out by being personable. Avoid sounding too “salesy” or formulaic—this can feel insincere. Instead, aim for genuine interest in their business goals and a sense of shared purpose. Mention something personal or noteworthy about their organisation; showing you’ve taken an interest in them personally makes your invitation more appealing.

5. Emphasise Flexibility and Convenience

Offer to work around their schedule and, if necessary, meet at a convenient location or a time that suits them. This flexibility can ease any reluctance. You might also offer options: “We could meet over coffee, or I’m happy to visit your office—whatever is easiest for you.” Flexibility shows respect for their time and willingness to make their life easier.

6. Follow Up Thoughtfully

A well-timed follow-up can be the difference between a “yes” and a missed opportunity. Be patient but proactive. If they’re slow to respond, don’t press too hard. Instead, send a polite follow-up highlighting a recent development or new insight that reinforces your value. Show you’re not only persistent but also constantly looking for ways to add value to the meeting.

7. Use Engaging Stories or Case Studies

When appropriate, briefly mention a relevant success story or case study to highlight how others have benefitted from similar meetings with you. Avoid lengthy explanations—instead, make it concise and relatable to their industry or situation. If they can envision similar benefits, they’re more likely to grant you a meeting.

8. Express Your Interest in Their Insights

Show that the meeting isn’t just about your pitch; you’re genuinely interested in understanding their perspective. This makes the meeting feel like a collaborative session rather than a one-sided sales push. Prospects often appreciate when you’re open to learning about their unique challenges, and this approach positions you as a partner rather than just a vendor.

Securing a face-to-face meeting takes more than just a polite request; it’s about presenting yourself as a partner who brings immediate value, personalised insights, and genuine interest in their business. With careful preparation, a human approach, and persistence, you’ll build the rapport and trust needed to secure those all-important face-to-face connections.

The post How to Secure Those Crucial Face-to-Face Meetings appeared first on Robin Lines Associates.

1. Do Your Homework

Before you even set foot in the office, do your research. Delve into the company’s website, social media channels, and any other available resources. Understand their mission, vision, and values. This will give you a head start in aligning your work with their overarching goals, values, and ethics.

2. Dress the Part

First impressions count. Take cues from the company’s dress code and aim to blend in. If it’s a corporate environment, donning a suit might be appropriate. For a creative agency, smart casual attire might be more fitting. Reflecting the company’s dress culture shows you respect their norms while ensuring that you don’t stick out as an ‘outsider’.

3. Observe and Listen Actively

Be a keen observer and an even better listener. Pay attention to how people interact, the tone of conversations, and the general atmosphere. Absorb the unspoken rules and cultural norms that govern the workplace.

4. Embrace Open Communication

Don’t be shy to ask questions. Seeking clarification shows you’re proactive and eager to understand the company’s operations. Engage with your colleagues and clients to foster a sense of belonging.

5. Mirror Communication Styles

Every company has its unique way of communication. Some prefer formal emails, while others may opt for quick Slack messages. Adapt to these preferences to ensure your messages are received and understood effectively.

6. Respect Hierarchies

Recognise and respect the hierarchical structure within the company. Understand who holds decision-making power and who needs to be consulted on various matters. This will help you navigate through the chain-of-command smoothly.

7. Embody Company Values

Demonstrate a commitment to the company’s values in your actions and work. If integrity and innovation are important to them, incorporate these principles into your approach. It not only showcases your alignment but also reinforces your dedication to their ethos.

8. Seek Feedback and Be Open to Change

Regularly check in with your client or supervisor for feedback. Be receptive to their suggestions and be willing to adjust your approach if necessary. This not only demonstrates your flexibility but also shows that you’re invested in the success of the project.

9. Offer Constructive Solutions

Don’t just point out problems; offer solutions. This proactive attitude shows that you’re not just there to identify issues but to actively contribute to their resolution.

10. Participate in Company Activities

If the opportunity arises, participate in company events, meetings, or social gatherings. This allows you to connect with employees on a personal level and further integrate into the company culture.

Conclusion

Adapting to a client’s company culture is the cornerstone of a successful third-party working relationship. By doing your homework, being an active listener, respecting hierarchies, and embodying company values, you’ll not only seamlessly integrate into the workplace but also become a valued member of the team.

Remember, the more you align yourself with the company’s ethos, the more fruitful and productive your relationship will be now and in the future.

The post Navigating Client Culture: Ten Tips for Seamless Integration appeared first on Robin Lines Associates.

The Power of Data

AI thrives on data, and understanding its significance is fundamental. By leveraging AI algorithms, businesses can extract valuable insights from vast amounts of customer data. This lets you know your customers better, anticipate their needs, and tailor your selling approach accordingly. Gathering and analysing data can provide a competitive advantage, enabling you to make informed decisions, identify trends, and predict market dynamics.

Personalisation is Key

AI empowers businesses to deliver highly personalised customer experiences. You can create individualised product recommendations, targeted marketing campaigns, and customised offers through machine learning algorithms. By tailoring your selling approach, you enhance customer satisfaction and foster long-term relationships. Customers are more likely to engage with brands that understand their preferences and provide personalised solutions.

Automating Repetitive Tasks

AI excels in automating repetitive tasks, freeing up valuable time for your sales team to focus on building relationships and closing deals. Chatbots and virtual assistants powered by AI can handle customer inquiries, offer product guidance, and assist in purchasing. By offloading routine tasks, your sales team can prioritise high-value activities requiring human expertise, increasing productivity and efficiency.

Predictive Analytics

One of AI’s greatest strengths is its ability to predict outcomes based on historical data patterns. By harnessing predictive analytics, you can identify potential leads, anticipate market trends, and forecast customer behaviour. This valuable information empowers you to make data-driven decisions, allocate resources effectively, and optimise your selling strategies. Accurate predictions allow you to stay one step ahead of the competition and seize opportunities before they arise.

Ethical Considerations

As AI becomes deeply integrated into selling practices, addressing ethical concerns is essential. Transparency, fairness, and privacy must be at the forefront of your AI implementation. Ensure that algorithms are unbiased, avoid discriminatory practices, and prioritise customer privacy. Taking a proactive approach to ethical considerations builds trust and safeguards your reputation in an era where data protection and algorithmic accountability are paramount.

Continuous Learning and Adaptability

AI technologies are constantly evolving, and business leaders must foster a culture of constant learning and adaptability. Stay informed about the latest advancements in AI, attend industry conferences, and encourage your teams to upskill. By embracing a growth mindset and encouraging innovation, you can harness AI’s full potential and gain a competitive edge in the ever-changing selling landscape.

Human Touch Remains Crucial

While AI can enhance selling processes, it is essential to remember that the human touch remains invaluable. Building genuine connections, empathising with customers, and providing exceptional service are elements that AI cannot replicate entirely. Nurture the human aspect of selling by empowering your sales team with the necessary skills to complement AI technology effectively. You can create memorable experiences that set your organisation apart by striking the right balance between automation and personalisation.

Artificial intelligence is revolutionising how businesses approach selling, presenting opportunities and challenges. As a business leader, understanding the impact of AI on selling and adapting to mitigate potential risks is crucial. You can unlock AI’s transformative potential by leveraging data, personalising customer experiences, embracing automation, and staying ethically conscious. 

Remember, while AI augments selling processes, the human touch remains indispensable. By combining AI technology with the art of human interaction, you can create a winning formula that drives sales growth and customer loyalty in the ever-changing world of selling.

The post Embracing the AI Revolution: 7 Key Insights for Business Leaders in the Evolving World of Sales appeared first on Robin Lines Associates.

1. Active Listening: Engage and Understand

The first skill on our list is active listening. It involves giving your undivided attention to your prospect, demonstrating genuine interest in their needs, and seeking to understand their perspective. Avoid interrupting and truly absorb what they’re saying. By doing so, you’ll be better equipped to offer tailored solutions addressing their pain points.

Tip: Maintain eye contact, nod occasionally to show attentiveness, and paraphrase what the prospect has said to confirm your understanding. This will foster rapport and trust, making your prospects more likely to engage with you.

2. Effective Questioning: Uncover Needs

Asking the right questions is an art form in sales. By asking open-ended questions, you encourage prospects to provide detailed responses, revealing their needs and desires. These questions also help you gather information to personalize your sales pitch and offer a solution that genuinely resonates with them.

Tip: Use the W5H method (Who, What, Where, When, Why, and How) to structure your questions and encourage prospects to elaborate. Avoid leading questions that may limit their responses and opt for thought-provoking queries that delve deeper into their pain points.

3. Empathy: Connect on a Human Level

Empathy is a powerful skill that enables you to understand and share your prospects’ feelings. Empathy shows that you genuinely care about solving their problems rather than just making a sale. You build a deeper connection and foster trust by putting yourself in their shoes.

Tip: Practice active empathy by acknowledging and validating the emotions expressed by your prospects. Use phrases like “I understand how frustrating that can be” or “I can imagine that must be challenging.” This creates a supportive atmosphere, allowing you to establish a stronger rapport.

4. Clear and Concise Communication: Cut Through the Clutter

In a fast-paced world, attention spans are short. Salespeople must be able to communicate their value proposition clearly and concisely. Avoid jargon and technical terms that may confuse your prospects. Focus on highlighting the benefits and outcomes they can expect by choosing your product or service.

Tip: Prepare an “elevator pitch” that succinctly describes your offering in a way that anyone can understand. Practice delivering it naturally, ensuring it captures attention and sparks curiosity. Remember, less is often more when it comes to sales communication.

5. Adaptability: Tailor Your Approach

Every prospect is unique, and a one-size-fits-all approach seldom works. Salespeople must be adaptable and tailor their communication style to each individual. This involves understanding their personality, preferences, and communication style to build rapport and establish a connection.

Tip: Observe the prospect’s communication cues and mirror their tone and pace. If they prefer a structured conversation, provide clear information and statistics. If they respond better to anecdotes and stories, use storytelling to convey your message. Adaptability will help you build a bridge between your prospect’s world and your product or service.

6. Non-Verbal Communication: Actions Speak Louder

Non-verbal cues can often speak louder than words. How you present yourself, your body language and your facial expressions can significantly impact how your message is received. Salespeople should pay close attention to their non-verbal communication to ensure it aligns with their intended message.

Tip: Maintain an open and welcoming posture, make eye contact, and smile genuinely. Use hand gestures sparingly and intentionally. Be aware of your facial expressions to convey confidence, warmth, and enthusiasm. These non-verbal cues will make your prospects feel more at ease and engaged.

7. Persuasive Storytelling: Paint a Picture

Lastly, do not underestimate the power of storytelling. Stories are memorable and emotionally compelling, making them a valuable tool for salespeople. You can create a vivid picture of how your product or service has positively impacted others by sharing success stories, testimonials, or case studies.

Tip: Craft a library of compelling stories highlighting the benefits and outcomes your prospects can achieve. Adapt these stories to suit different industries and pain points. Use descriptive language and let your prospects visualize themselves in the story, making it more relatable and persuasive.

Conclusion

Effective communication lies at the heart of successful sales. By mastering these seven crucial communication skills – active listening, effective questioning, empathy, clear and concise communication, adaptability, non-verbal communication, and persuasive storytelling – you’ll be well on your way to becoming a world-class salesperson.

Remember, practice and persistence are key. So, get out there, connect with your prospects, and let your communication skills shine! With time and effort, you can refine these skills and unlock greater success in your sales journey.

The post 7 Crucial Communications Skills for Salespeople to Unlock Success appeared first on Robin Lines Associates.

For organisations that aren’t used to selling directly to C-Level, this poses new challenges. A typical scripted sales pitch is very unlikely to garner interest from top-level executives, and an ill-judged pitch can create an irrevocably negative view of your business.

We’ve prepared some valuable tips for selling to C-Level.

Personalise Your Pitch

C-Level Executives aren’t interested in listening to the pitch you’ve reeled off a hundred times before. They want to know what you can do for their business, and consequently, you need to research and understand their business in detail.

Focusing on broader business value propositions, and demonstrating an understanding of market conditions, competitors, USPs, and pain points will be more likely to resonate with executives than a generic pitch you could give to a dozen other prospects without changing a word.

Target the Right Executive

While researching the prospect, you must ensure that you have identified the right executive to target with your pitch. Multiple executives are likely to have decision-making responsibilities, and you’ll want to pitch to the person most closely involved with the area of their business your offer is likely to benefit.

Take the time to understand the corporate structure, the history of the business, and notable past decisions. Reach out to contacts you may have in the prospect already and try and get an insider’s perspective. If you have contacts in the business already, then you may also be able to ask for a referral which may carry a little more weight than a cold call.

Their Time is Money

C-Level decision-makers are busy people, and they’re not afraid to cut a pitch short if they’re failing to see the value. While an overly rehearsed pitch is a red flag to an executive, so too is a pitch that fails to concisely communicate the value in your offer.

You need to identify the key points and be able to build a compelling case for your offering in as little time as possible and, ideally, considerably less time than they’ve scheduled for your meeting. Even if you don’t win the business that day, demonstrating respect for their time and schedule may earn you a level of goodwill that will make future sales opportunities easier to come by.

Save the Small Talk for the Walk to the Elevator

Typical sales pitches begin with small talk, but C-Level often prefer that you get straight to the point. To build rapport with C-Level, focus more on their business. You can ask them about their company and any recent developments and use this as an opportunity to demonstrate your understanding and interest in their perspective.

Have a Call to Action

We’ve all been in a situation where we think we’ve locked down the sale, only for radio silence to follow. This doesn’t always mean that the other party isn’t interested, but it does mean that they’re not excited about the opportunity. Assessing the interest levels of a prospect based on a single meeting can be very difficult, and salespeople are often reluctant to pursue so as not to seem pushy.

To truly gauge the interest of a C-Level executive, it is best to have a call-to-action prepared; something specific the executive should do to move things forward. If they do it, and quickly, then you know they’re very interested, but if not, then you know that their interest levels aren’t particularly high. This isn’t a sign that you should quit, but it is something to keep in mind when strategising how best to follow up.

Build Support Within the Organisation

If you have contacts within the prospect organisation already, then you potentially have champions within the organisation who can speak up on your behalf. The majority of sales decisions are made when the salesperson isn’t in the room, so garnering support at various levels of the organisation can be a significant boon and help tip the scales in your favour.

The post Selling to C-Level appeared first on Robin Lines Associates.

You find a consultancy, discuss your needs, agree on a programme, invest time and money, skill your people up, and see an instant result. It all seems to have been a worthwhile investment!

But then you start to notice the sales figures dropping. Perhaps you put it down to a temporary blip? After all, we all go through periods where our sales numbers drop a bit. Unfortunately, six months later, you’re back to pre-programme levels and no sign of them improving.

What’s going on?

A Lack of Internal Support

Too many businesses assume that they can bring in a consultant to deliver a programme and everything will be taken care of for them. However, when the consultant leaves, who is going to ensure your team don’t slip back into old habits?

Successful sales training programmes always involve internal support. Some companies, for example, will appoint Ambassadors who work with the consultant on the preparation, design and delivery, and most importantly, post-programme review and analysis. They’ll conduct appraisals and evaluations throughout the programme, as well as post-training reviews to ensure that skills aren’t being forgotten.

Involving Ambassadors in preparation and design also ensures that your sales training programme is relevant to your industry and market. An off-the-shelf, one-size-fits-all training programme is little different to buying a dozen copies of a random sales book on Amazon and handing them out to your team. The information won’t be entirely useless, but it won’t be as relevant as it could have been. That relevance can significantly improve your margins.

Expecting Standalone Programmes to Work

We learn through repetition, just as we maintain and grow our skills through repetition. Roger Federer and Serena Williams didn’t win Wimbledon once and figure they never needed to train again to stay on top. They trained almost every day because even if you’re a prodigy in a given field, you still need to practice and hone your skills as much as you can.

When a company books a one-off training programme, they might see a quick result, but without the support in place to ensure continued development, it’s akin to someone learning how to do something in Photoshop once and expecting to remember how to do it forever.

Ideally, although more costly, sales training programmes should take the form of an academy or multi-session programme with review sessions and linked modules. The academy approach doesn’t just teach new skills with each module, but it embeds and reinforces previously learned skills by offering a wider variety of applications.

A Failure to Supplement the Programme

The most effective sales training programmes make use of a variety of supplemental materials to help embed and reinforce the learning outcomes. This can take the form of surveys, quizzes, bespoke short-form videos, reading lists, and follow-up sessions.

Some organisations we’ve worked with have even embedded the training materials into their own Learner Management System (LMS) used by E-Learning platforms such as ours to provide their people with easy access to refresh their memories. By combining such an approach with regular reviews, leaders can be assured that their people are actively engaging with the training months, even years, after the final module.

Too Much Theory

We’re realistic, many people approach training with a “Do we really have to?” mentality. Nobody really wants to be stuck in a room being lectured on how to do their job better. Often leaders don’t appreciate the importance of querying prospective coaches on what approach they favour, and this can lead to serious disappointment with the outcomes. People shouldn’t be bored when learning something because if they are, they’ll switch off.

When we deliver a training programme, we want to ensure that every delegate gains something from the session, and keeping people engaged is paramount. To this end, we favour a mix of theory, practical exercises, role-plays, case studies, discussion, online polling using tools such as Mentimeter, brainstorming, word clouds, and other visual aids.

An investment in sales training shouldn’t be a risk. Finding the right coach, developing the right programme, and working with your consultant to cover all the bases is the best way to ensure that you don’t join the many organisations with buyer’s remorse.

If you’re interested in what we might be able to do for your business, check out our Sales Training page, or Get in Touch!

The post Four Reasons Why Sales Training Can Fail appeared first on Robin Lines Associates.

Due to the challenges presented by COVID, buyers are pushing back even harder against propositions that they feel don’t offer great value. As they struggle to restart, they want to save money wherever they can, and many will choose to start saving money at the procurement level.

Given that we want to maintain loyalty, and we too need the business following COVID, often the easiest solution is to cave on price. With our backs to the wall, it often seems like the easiest solution is to offer expensive (to us) incentives or large discounts.

We might be nervous about increasing our prices, even though there is a dire need. Raw materials may be more expensive, logistics infrastructure may be overburdened, and our costs may have increased. Such external factors mean that absorbing prices to keep a customer’s business might seem smart in the short term, but will impact our bottom lines in the long term.

What can we do about it?

Understand the Value We Bring

First, we need to understand the value that we bring to the other side. To do that, we need to understand what they value, and what they don’t value, about our proposition. Asking searching questions to uncover and solve the value mystery is vital if we are to properly communicate our value to our customers.

By asking questions, we can understand how value drivers have changed over the past 12 to 18 months. What a customer valued in 2019 might not be what they value in 2021 now that the entire business world has undergone a forced change to the way things are done. While the ‘new normal’ is unlikely to last forever, elements of it will potentially become part of everyday life. We should continually validate our understanding of our customer’s needs and ensure we listen 100%.

Understand Our Customer’s Perception of Value

We need to understand their new pain points and challenges, and how they affect our customer’s perception of value. A business facing an uphill struggle will be willing to sacrifice premium services to get what they need right now. Let’s say tomorrow your smartphone broke. You’d probably consider it important to replace it but perhaps you’ve had a bad few months and can’t afford the flagship model. Consequently, you’d settle for a less fancy device out of necessity. Businesses think the same way.

Build Advocates Within Our Client

We should also find those in the client organisation who genuinely care about our value, and build relationships with them. There is no better advocate for our business than a strong voice within our customer. Someone who cares about our offer is more likely to present a compelling case for the organisation to continue working with us. They will have more time to pitch our offer. Consequently, we need to ensure that the advocates in the client organisation are fully furnished with the details about what we can offer so that they can make the strongest possible case for us.

Help Our Customer Understand Us

Furthermore, we need to consider the language that we use. Have you ever read a complicated or technical document? While the information is probably important, it’s cumbersome and even annoying to read. We don’t want to be boring or irritating our customers right now with language they don’t understand. It is vital that we simplify our pitches and presentations, not only to make sure that we convey our offer easily but to effectively drive deep into the heart of the matter.

Differentiate Ourselves

Finally, we need to differentiate ourselves from competitors which means we need to evaluate what our competitors offer and honestly assess our strengths and weaknesses. When customers are mostly focused on price, if we’re not the cheapest option in the market then we need to be equipped to defend our price and make a compelling argument that the additional short term expense is worth the long term gain.

How Robin Lines Associates Can Help

If your organisation is struggling with price challenges, communicating value, and finds itself being beaten by competitors when it comes to winning business, we offer several Value Communication programmes tailored to your specific needs.

Contact Us for more information.

The post Communicating Value in a Post-COVID World appeared first on Robin Lines Associates.

Over the past few months, a slew of both B2B and B2C companies have announced price increases, angering their customers. That hostility is understandable – we’re still not beyond the global pandemic that has hurt business income, as well as caused job losses and other financial difficulties for consumers. Inflating expenses at a time like this can seem callous and even greedy.

However, sometimes price increases cannot be avoided. Business is inter-connected; a price increase at one business means that another company has to increase its prices. We are all subject to inflation, market deviations, and other external factors that result in a need to pass costs on to the consumer from time to time.

Business often fails to communicate these issues effectively. Some companies put their prices up without explanation. In the past few months, tools that I use for my business have increased their monthly subscription fees by double with nary a word of explanation. As you can imagine, my immediate response to this is to search for alternatives. This practice does nothing to engender loyalty.

Other companies offer vague, or even irrelevant, promises regarding the investments they’re making in their service. Entertainment companies such as Pay-TV providers or streaming services are the biggest utilisers of such an excuse, but far from the only ones. The main problem with vague notions of “investment” is that customers are not interested in the theoretical. If they can’t see it, then it might as well not exist. Worse is when the investment is in something that they haven’t asked for. Few customers are impressed when a company that does one thing decides to put up prices to do another.

Of course, all business wants to achieve the best it can, and often expansion or growing the products or services on offer is the best way of doing that.

However, to truly lessen the impact of a price hike, I’d like to suggest a few measures that most businesses should be able to achieve.

• Be honest about your reasons. Don’t throw out vague promises of improved services. If you’re raising prices because your own costs have increased, then be up-front about that.
• If you are genuinely increasing prices to improve your service, then answer the question every customer will have – “How does this benefit me?”
• Give fair warning of price increases. Too often, consumers are given 45 days or less notice that their price is increasing. It shouldn’t be too difficult to provide them with a few months, and that also gives your customer service teams more time to field the complaints.
• Reward your existing customers with bonuses for loyalty by keeping their current rate for a little bit longer. It costs much less to retain an existing customer than find a new one. Consumers have grown wise to all the best deals being reserved for new customers. Shower your existing ones with a bit of love from time to time.
• Try not to make it a “mark it on the calendar” annual event. Too many businesses announce their price increases around the same time every single year. The credibility of your reasoning for increasing prices plummets once customers notice the pattern.
• Don’t just increase prices because your competitors are. It doesn’t escape people’s attention when one company in a market puts the price up it begins a snowball effect among competitors. If you can afford to stay at the less expensive end for a while, you might even win some business from those seeking alternatives.
• Be prepared to have difficult conversations and equip your Customer Service teams with the skills to handle them. Your customers aren’t in the wrong for being annoyed because their bills are increasing, so you should treat them with respect, courtesy, and even be prepared to offer them a different package if possible.

Above all, remember that every unhappy customer is more likely to tell others than a content customer is likely to sing your praises. You can’t avoid putting prices up, but you can show empathy to your existing customers and be open and honest about the reason you need to do this.

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