Mark Hunter joins me on the Salesman Podcast to discuss his book Advisor Selling and how becoming a trust advisor and industry expert is integral to crushing business in the internet age.
Why you need to be an advisor?
We start the show by defining what an advisor is and it is crucial (read: you will lose your job) that you become one.
“Salespeople today have to be more than just distributor of information. If all you’re doing is giving the customer information they can get off the website you will be replaced”
I then ask Mark if the salesperson should have always been an advisor/consultant or if it’s only with the onset of the internet that this is being forced upon the industry.
EVERY product has become commoditized
Mark and I dive into the fact that there are no longer really any ‘unique’ product features or benefits. If you think your product is ‘the best’ or ‘special’ expect your competitors to have closed that gap within the next 12 months.
“Everything that you do today will be replicated by someone else, a little cheaper, a little faster, a little better. Don’t ever kid yourself that you have a competitive advantage.”
The only way for you to differentiate your product in 2015 is to use your personal expertise or stories to make you different.
How to pitch yourself as an advisor
We wrap up the show by discussing how you can promote your expertise as an expert in your chosen industry without coming across as a jerk. We cover leveraging LinkedIn, twitter and the first action step Mark would recommend to listeners after finishing the podcast.
Mark Hunter is a keynote speaker and sales trainer. There is nothing he like better than helping companies and salespeople succeed.
Mark started consulting as a business in 1998 and wrote the book High-Profit Selling: Win the Sale Without Compromising on Price in 2012! More recently he wrote Advisor Selling: the art of becoming a trusted advisor.
Before embarking on being an independent consultant, he spent 18 years in the sales and marketing divisions of three Fortune 100 companies.
Advisor Selling: the art of becoming a trusted advisor
High-Profit Selling: Win the Sale Without Compromising on Price
New Sales. Simplified: The Essential Handbook for Prospecting and New Business Development