May 21, 21 | 5 min read
sell complex products
Reading time: 4 minutes
Let's face it, not all goods and items are characterized by their simplicity, in fact, some are downright complicated and very specific within a certain niche. In such cases, selling complex products becomes the great challenge for the sales team.
While it may seem like this would make it nearly impossible to achieve specific goals, the truth is that anything is marketable, if you know the right way to approach the process .
To give you a better idea of how to tailor your strategic approaches and rep training programs, we’ve put together this guide with details on the top ways to improve your niche-specific B2B sales .
Don't miss these 8 amazing tips on how to sell complex products!
1. Show your value
2. Use data and testimonials
3. Understand the decision layers
4. Discover the needs of your target market
5. Offer educational resources about products
6. Stand out from the competition
7. Use research to your advantage
8. Always focus on having the best solution
1. Show your value
You already know that selling doesn't mean just showing up and hoping that leads automatically believe that your product is the best on the market.
In fact, the truth is often exactly the spain email list opposite: they want you to explain why they should buy from you instead of the competition.
That said, if you're going to sell complex products, one of the most important aspects of your sales pitch should be value .
You always need to make it clear that what they're spending is an investment that's worth every penny, whether it's a feature that solves a different problem or a general scenario where your product is the biggest value of an investment.
Its true value is what makes a product irresistible!
2. Use data and testimonials
Data and testimonials are much more than just spontaneous content, they help sell your product in a way that proves your offer is the best possible solution.
That means you'll want to include them in every sales pitch and marketing material you distribute.
Of course, when providing data and numbers, they must be coherent: make sure to project testimonials that qualitatively explain how and/or why a customer found value in your product.
Following this rule, you can use any available information to show the why of a service, good or item, whether it is its ability to increase productivity or modernize certain processes. If possible, create case studies to support your argument with rigor and real support.
3. Understand the decision layers
Another important aspect of learning how to sell complex products is understanding the decision layers.
This means that the person you are targeting may not be the one who will ultimately use your product, and therefore you need to adjust your marketing message so that they also understand the value proposition.
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For example, your product may be something that an IT department uses every day. But the person writing the checks and signing the contracts is a VP who doesn't understand how your product will be useful to his or her team.
In this case, you'll want to have marketing materials targeted at both the end user and the decision maker.
4. Discover the needs of your target market
It may seem obvious, but it's very important to know the needs of your target market . And we're not just talking about the places where your product offering solves these problems.
We cover everything that is being discussed and the common concerns associated with your industry.
The more insightful you are in understanding the situation they are going through at any given moment, the more timely and appropriate your offer will be.
For example, let's say you're manufacturing machinery for a company that reaches its peak production in October. During that time, the team is too busy producing to think about implementing a major change.
Knowing this, you can adapt to hosting a sales meeting months before or after their work levels slow.
5. Offer educational resources about products
Product education is a great way to stand out from the crowd when working to sell complex products.
Simply put, the more information you can provide, the greater the chances that the company will be willing to buy from you .
Make sure your website has plenty of downloads of brochures, videos , tutorials, and any other content needed to know how to use and get the most out of your product. The more descriptive you can be, the better.
6. Stand out from the competition
When you're working with a complex product, it's highly likely that your leads will mention your competitors at some point.
If that happens, be prepared to position yourself above the competition. This means being able to accurately and eloquently convey the key reasons why you are a better option and how your product is a better fit for them in the long run.
However, to achieve this, you need to know more about your competition and the reasons that make them a threat to your niche.
Take the time to learn as much as you can about their comparable product offerings or if there is anything similar to what your company sells.
The more you know about them, the easier it will be to argue about comparisons to your target audience.
7. Use research to your advantage
Information is one of your most important assets because of its usefulness. Take the time to learn about your customer and why they might need your product.
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Find out other details, such as how long they have been in business and also the history of their brand.
If you know this information, you can naturally bring it up in a meeting as a way to show that your interest is genuine and not just another sales pitch.
8. Always focus on having the best solution
Sometimes the sales cycle gets derailed and you have to do a little extra work to get things back on track. In that case, always focus on having the best solution for the customer.
What does this mean? It means knowing exactly what the ideal option is for the lead to overcome their biggest challenge or concern.
In some cases, your competitor may have a more feature-rich product to meet this user's needs. However, if you hit the sweet spot by focusing your sales message on practical solutions to their pain points, you'll be ahead!
