Position and Selling 5G

Following the 5G “Conditioning” post we have compelling business insights about the customer by asking the right questions and collecting useful data and we understand their drivers. The customer is well conditioned by us and for sure our competitors hence we must compete for favorable mindshare through effective customer engagement. For instance, through a strategic dialog with relevant personas beyond our traditional comfort zone including e.g. Head of Sales, Head of Strategy, CMO, Chief Growth Officer etc. Such dialog should focus on the business outcomes of the customer through a value based selling approach, well articulating the economic, financial and social value and impact our offering will generate for the CSP and their customers.

In the context of 5G this should focus around productivity, top-line growth and innovation. At this stage it’s a certainly beneficial to discuss contextual use-cases and demonstrate why these cases are applicable to the customer, share experiences from similar customers, and other lessons learned. Customers want to hear our “War” stories! Tip: when you are with the customer, use whiteboarding over “dead by powerpoint”! We pointed the customer into new opportunities and will begin to identify real sales opportunities. Remember always start with the customer and not the product. Positioning is all about the fit, meaning the Customer says” I get it, this makes sense for me”, what the customer really means I believe you are my best option. Get ready for a winning sales approach!