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The Ultimate Guide To Insight Selling
Look like an expert with insights and facts
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Good Morning! It's National Storytelling Week, which is also pretty much every week in sales. Between explaining to prospects why they should definitely buy our product and telling our managers why that deal is ‘definitely closing this quarter,’ the story’s never end. Now let’s get into it. 👇️
Using insight selling 🧪
The idea hook 🪝
Stop saying ‘I hope you are well’ 😆
Sales jobs & a meme 😂
The Insight Selling Guide
One of the fastest ways to earn a prospect's trust is by sharing a helpful idea or insight they weren't aware of before.
Imagine walking into Home Depot looking for screws to build a wooden bookshelf. While you're standing there, a rep walks by and lets you know those screws aren't meant for wood - they're meant for drywall.
Then, they suggest a new state-of-the-art glue they just used to build a bookshelf, which holds better, doesn't show holes in the wood, and costs less.
After that insight? You probably trust everything else they say.
That's insight selling in action.
What Is Insight Selling?
Insight selling is sharing relevant insights and ideas to help buyers during the sales cycle.
Here's the key: Insight selling is not about feature-bombing your prospects with product specs. It's about sharing insights that help them make better decisions (to buy your product, of course).
How to Use Insight Selling
The best insights and advice come from actual customer stories and experiences. These are powerful because they're real, relatable, and proven.
Think about sharing:
Specific transformations you've seen
Common mistakes others have made
Unexpected successes you've witnessed
Example: An e-commerce business we worked with last year changed their landing page structure to XYZ, and saw a 10% increase in conversion rates. But what's most interesting is the increase didn't come from where they expected. It came from mobile users, which completely changed how they approach their marketing now.
2. Use Original Research
Some of the most powerful data you can have in your tool belt is the original data sourced by your company.
Anybody can quote an industry report. But sharing original insights that only you have access to is unique.
Example: We did a deep dive on all of our customers and found that companies who switched from 1 performance review per year to 4 saw a 45% increase in employee retention. What's even more interesting is that companies in your industry saw even better results - closer to 60% improvement.
3. Ask Probing Questions
Asking questions that get a prospect to think differently about their current situation, is one of the best ways to share insights.
This is all about helping them see blind spots or opportunities they might have missed.
Strong probing questions might look like:
Many companies in your industry have completely replaced their 24/7 support with AI that's shown to be 99% as effective. What's stopping you?
What would be the biggest downside if you tried to automate it, and it didn’t work out?
What would it do for your business if it was successful?
The key here is asking questions that get your prospects to think outside of the box or about things they’d never considered.
Avoid The Fluff
Here's where some reps mess up: They share obvious insights.
Think about it - would you try to explain the importance of basic email marketing to the head of growth at Mailchimp? Or tell a VP of Sales about the importance of follow-up?
Insight selling only works when you share information they don't already have access to.
Bonus points for insights or data that are exclusive to your business.
Do you use insight selling? |
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