• Daily Sales Reset
  • Posts
  • Our customers need more help than ever before to define what they’re seeking to achieve

Our customers need more help than ever before to define what they’re seeking to achieve

Why and How to define outcomes with Objective and Key Results (OKRs) - Tuesday 12 September

Hello Subscriber,

There are lots of reasons why our customers need more help than ever before:

  • Our customers can buy from more suppliers than ever before.

  • Each of these potential suppliers offers an increasingly wide and sophisticated range of products and services.

  • Our customers are being bombarded by marketing messages, increasingly generated by clever AI.

How can our customers have confidence that they’re making the best buying decisions when faced with so much choice?

Helping our customers to define what they’re seeking to achieve

One of the very best ways to sell is to help our customers define what they’re seeking to achieve.

Here’s the big insight that I’m sure you’ve come across before:

“Start with the end in mind”

Dr. Stephen R. Covey - The 7 Habits of Highly Effective People

Whenever we’re considering what to do, especially when faced with lots of choices, it’s best to start at the end and work back.

I know that it’s normally very unwise to make assumptions. But here’s a fairly safe assumption that you can normally make. Most customers have not thought through every significant aspect of what they’re seeking to achieve with the potential purchase of products and services.

What are the implications of this for salespeople?

You can play a hugely valuable role with your customers, helping them to think through what they’re seeking to achieve with their potential purchase.

You can help them to develop a better understanding of what they’re seeking to achieve.

Help your customers to start with the end in mind!

Objectives & Key Results

In recent years, we’ve seen the emergence of Objectives and Key Results (OKRs) as a crucially important way of defining “the end in mind”.

  • Objectives - What are we seeking to achieve?

  • Key Results - How will we know that we’ve arrived?

I strongly recommend that you become more skilled in coaching your customers to define the OKRs they’re seeking to achieve with your products and services.

Then, you can co-create compelling proposals that make connections about how your products and services will deliver these OKRs.

The delivery of the OKRs that you’ve helped to define is what makes customer success completely measurable and achievable.

Here are the questions to ask your customers:

  • What are you seeking to achieve? (Objectives)

  • What will you measure and report to know you’re on track to achieve your objectives? (Key Results)

Here’s one area of practice to emphasise today

In your conversations with customers today, ask them: “what are you seeking to achieve and how will you know that you’re on track?”

Coaching Focus

  1. Ahead of your conversations with customers today, practice with your sales coach or sales team leader the way that you will ask “what are you seeking to achieve, and how will you know that you’re on track?”

  2. Review recent conversations with customers. What did you learn about what they’re seeking to achieve?

If you have questions or comments, it would be great to hear from you. Just hit reply and send me an email.

Have a great day!

Founder & Leader

Can you help us to find more subscribers?

  • We’re on a mission to turn conventional sales training upside-down and inside-out. We want everybody in sales roles to put their customers’ success at the heart of every selling conversation.

  • If you share your unique personal link below in social media posts or messages, we’ll happily give you referral rewards.

  • Simply click the image or button to see the available rewards and how many subscribers you need to qualify.

  • Thanks!

  • Our customers need more help than ever before to define what they’re seeking to achieve

Subscribe to keep reading

This content is free, but you must be subscribed to Daily Sales Reset to continue reading.

Already a subscriber?Sign In.Not now

Join the conversation

or to participate.