This is a simple one to answer, but takes a lot of work.

First you may have a lot of people on your team who will NEVER do it.  Some of us are wired to tell vs ask.  Some of us don’t want to listen – we want to tell and pitch.  This is as much a challenge with people who work for you, as those who may represent you as partners, call centers, marketing firms, etc.

“Revenue Science™” tells us that those who sell commodities are more often process and activity focused and those who sell high value tend to ask questions, listen, facilitate and teach.

So the first answer is, as time goes on hire for those who want to help others.

The second answer is, no matter who you have, you build training, operating metrics and Quality Control that trains, coaches, mentors, measures and corrects real-time at the critical points.

Easy early critical points are PowerPoint presentations, the website, proposals, emails, advertising, contracts and sessions we can video.

Look first for simple things like the language.  Documents should never use “I” “we” “me” “company name” more than once or twice.  All language should be about what the suspect’s or client’s problems and experience are.  Focus on how they can be successful and ask questions they may be pondering to clarify, solidify, teach and challenge.

Drop things like demos and replace them with previews (preview what the buyer’s world will be like) and before any touch ask the question “why will this person be glad this touch happened” and if you can’t answer, stop until you can answer.

The third answer is, more than anything else each organization has to define new habits for the staff to develop and a continuous improvement culture with real-time metrics to keep extending the customer focused thinking and behaving.

Upcoming Revenue Science™ Certification Classes:

Coming in the Fall of 2017