Small Business, Big Lessons®: Are You Selling Build-A-Bear®?

When you meet with prospects, have you done your homework to understand how your product or solution might fit their needs? Do you ask open ended questions to see if there is a fit? Do you end the conversation if you do not see a fit? Do you show up and throw up? Do you keep talking about all the bells and whistles vs listening? A Build-A-Bear workshop can be fun on a leisurely afternoon to discover all the options and variations. Prospects are busy and time is precious. Do you maximize the time they give you?

All too often, sales professionals jump into their pitch without listening. They show you pre-stuffed and unstuffed bears. They present various eyes, clothing, sounds, and scents. They click slide after slide talking about themselves missing the opportunity to learn where specific parts of the product may help solve a business problem. Droning on like the teacher in Charlie Brown showing option after option, each piece one at a time, and not showing how it will build a bear or if they even wanted or needed a bear.

What if as part of this example, the questions lead to understanding the company has a culture of giving back. Maybe they visit children in hospitals to provide small gifts, and as part of the discovery, you uncovered they like to do team building as a part of that. Could the product solve other goals vs just being a bear?

1)    Do your homework – There are so many sources of information. It can be as simple as starting with the prospect’s web site. Check the financial information, locations, mission competing and complementary products, leadership, and culture. Probe LinkedIn both the company listing and the individuals you are meeting with. Are they active with other social media and what are they sharing? This will help just start the conversation and show you respect their time and allow you to ask questions to fill your knowledge gaps.

2)    Listen – Ask open ended questions. Some include “what are your top 3 business priorities in the next 12-18 months?” or “what is preventing you from growing or why are you growing?” perhaps “what makes you different from your competition?”.  If you asked the right three to four questions, listen, and ask clarifying questions, it is amazing how much you can learn on a first call.

3)    Tie it together – Based on what you have learned – if you still believe your product, solution or service are still a fit, connect the dots. Make it super easy to understand how you are solving their business challenge and why you are a better option than the competition. Most first calls are typically not with the decision maker or approver. You need to arm the person you meet with a simple message they can repeat and be your advocate.

Think through

Ask yourself, a colleague, or better yet, a prospect for feedback. Did you show up prepared, asked probing and clarifying questions? Did you listen and tailor your discussion to what the prospect needs? Did you acknowledge what you have may not be a fit during discovery? Practice and be sure to debrief after calls to make each interaction better.

Feel free to post comments or email them to me. Small Business, Big Lessons ® – What is your Build-A-Bear® ah ha moment?

About the Author:

Gregory Woloszczuk is an entrepreneur and experienced tech executive that helps small business owners grow their top and bottom line. Gregory believes in straight talk and helping others see things they need to see but may not want to with a focus on taking responsibly for one’s own business. He and his wife, Maureen, started GMW Carolina in 2006.

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