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Challenges - GPCTBACI

14 min
Average Score

Matt Doyon

Chief Executive Officer @ Triple Session

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Did you know that challenges form the cornerstone of successful sales engagements? In fact, challenges represent the 'C' in the sales methodology, GPCBACI, and they are the key motivator for a buyer to engage in a conversation with a sales representative. Without challenges, there would be no impetus for change or consideration of a new offer. Let's dive into the significance of challenges and how sales reps can navigate them effectively.

Understanding Challenges: A Detailed Definition

Challenges, in the context of sales, refer to the underperformance of a plan caused by a breakdown at the physical, human, or organizational level. To effectively address challenges, it's crucial to delve into these three bedrock sources:

1. Physical Challenges: The "What"

Understand the client's working environment, whether it's their office setup or the dynamics of their target market. Explore the tools they use, their investments, and the physical elements influencing their plan execution.

2. Human Element Challenges: The "Who"

Dive into the roles and skill levels of individuals involved in the plan. Identify internal and external team members, assessing their credibility and understanding how human capital is utilized.

3. Organizational Challenges: The "How"

Explore the processes, methodologies, and integrations in place to execute the plan. Understand how the organization connects different elements to ensure smooth operations and goal achievement.

By dissecting challenges into these three elements, sales reps gain valuable insights into the client's pain points and areas requiring optimization.

Connecting Challenges to the Sales Conversation

Now that challenges are defined, let's explore how they fit into the broader sales conversation using the first half of GPCRBACI:

1. Goals: The "What"

Identify the client's goals and the outcomes they aim to achieve. Understand the milestones and benchmarks they are striving for.

2. Plan: The "How"

Examine the client's existing plan and how they are putting people and systems in place to accomplish their goals.

3. Challenge: The "Why"

Uncover the challenges hindering the client's plan and discuss the broader challenge they aim to overcome.

4. Timeline: The "When"

Understand the client's timeline for achieving their goals. Explore the urgency and importance of their objectives.

Connecting challenges to these elements sets the stage for a meaningful sales conversation that addresses the client's immediate concerns and aspirations.

The Seven Key Benefits of Working with Challenges

Effectively unveiling and addressing challenges with clients brings about seven key benefits that significantly enhance the sales process:

1. Early Customer Value

Addressing challenges early in the conversation resonates with customers who prioritize making their plans work efficiently.

2. Value in Problem-Solving

Attaching your offer to solving a specific challenge adds overwhelming value to your customer's perception of your product or service.

3. Cost Context

Understanding the cost of living with a challenge provides context to your pricing, emphasizing the opportunity cost of not working with you.

4. Engagement and Attention

Discussing challenges keeps clients engaged and attentive throughout the sales process, ensuring a more impactful value proposition.

5. Focus on the Present

Challenges bring the conversation to the present, making it more tangible and relatable for the client.

6. Increased Win Rate

Navigating challenges effectively increases the likelihood of clients sticking with you through the sales process.

7. Higher Average Sale Price

Selling solutions to current challenges is more valuable than selling future possibilities, resulting in an increased average sale price.

Understanding and leveraging these benefits positions sales reps for success in addressing client challenges.

Initiating the Challenges Conversation

While challenges are crucial, broaching the subject effectively, especially with clients unfamiliar with you, requires strategic approaches. Let's explore four strategies based on the client's inbound or outbound engagement and the tone of the conversation.

Inbound Positive

When clients approach with a positive mindset, focus on their goals first. Understand their plan and seamlessly transition into discussing challenges.

Inbound Negative

For clients presenting challenges upfront, dive directly into understanding the problem, its timeline, and the desired success outcomes.

Outbound Positive

Initiate conversations by acknowledging the client's goals, using positive positioning statements, and then smoothly transition into discussing potential challenges.

Outbound Negative

When reaching out to discuss challenges proactively, start by identifying a plan, highlighting a common challenge, and exploring the client's timeline and goals.

In conclusion, challenges are the driving force behind successful sales engagements. Sales reps who master the art of uncovering and addressing challenges effectively are poised for success. By understanding the nuances of challenges, connecting them to the broader sales conversation, and leveraging the benefits they bring, sales reps can navigate the intricacies of client interactions with finesse. To delve deeper into this topic, watch the session on challenges in sales and elevate your sales strategy today.

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