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The one constant in business is change. If you do not shift with the time, market and customers you will become obsolete. Kodak is a great example of this. Did you know Kodak actually invented the first digital camera in 1975? It’s true, however, instead of marketing this new technology and becoming the disrupter, they were fearful of eating into their successful film business, so they did nothing with it. Sony and Canon filled the digital space leaving Kodak behind. Kodak did not shift with the times, they viewed themselves in terms of their product instead of through the lens of changing technology and customer needs. You must evolve constantly in business and in sales, if you don’t, you will become obsolete to your customers and in business.
A few things to think of in shifting with these ever-changing times:
Shift Your Sales and Marketing
Shift your sales and marketing from your product to the problem you solve. Sell and market to solving customers issues. And please, forget the features and benefits selling of the '90s. Sales and marketing have been siloed for far too long within organizations. It is critical these two teams work together, sales sharing information from the field and marketing turning that into a story for your customers.
Shift Your Focus
You should be focused on your customers, their business, their industry. Focus on solving their problems. Come to them with insights into their business and issues they are facing. In other words, instead of asking what keeps them up at night, tell them what should be keeping them up.
Shift Your Customers Perspective
Inherently, customers do not view sales professionals in the best of light. Set yourself apart from your competition by building a relationship on trust, professionalism and true concern for their business, not yours. If you do this, you will be viewed as an extension of their business and a valued business partner, the best position any organization can be in with their clients.