R.E.S.P.E.C.T.

Show some respect! 

That's how to approach customers 

Not in a grovelling subservient way

But as a means of identifying what they are really interested in

How?

Let's use..

🟠 Orange hat thinking 🟠 

Consider RESPECT Factors to work out the external drivers businesses have to respond to 

🔸R - regulatory 

eg compliance requirements, licensing and permits, data protection laws, health and safety standards, taxation policies

🔸E - economic -

eg market conditions, consumer spending power, interest rates, exchange rates, inflation 

🔸S - social - 

eg cultural trends, demographics, workplace expectations, social responsibility, brand perception

🔸P - political

eg government policies, trade agreements, stability, lobbying, public funding and grants

🔸E - environmental -

eg climate change, resource scarcity, waste management, energy efficiency, pollution controls

🔸C - competitive - 

eg market share, product innovation, customer loyalty, pricing strategies, barriers to entry

🔸T - technological

eg digital transformation, automation, cybersecurity, data analytics, R&D investment

Think about these from the customers perspective 

Develop insight to kick start the conversation

- Which is having (or will have) an impact on?
- What problems will that cause?
- How might they look to solve them?

For more senior stakeholders this most likely this is your way into the discussion 

It is a way of getting involved in whole buying process earlier... a smarter option than waiting for an RFP

Many salespeople won't do this as they are focused on pushing their product or trying to specify a solution too early 

💡Example:

Some of the drivers behind my current focus on Ethical Selling are

Regulatory - many organisations now seek higher levels of 'compliance' from their suppliers 

Competitive - often the way you sell is the only differentiator (tough to hear if you are highly product focused)

Social - people are fed up with self-centred 'salesy' approaches so look to sort things out on their own

These drivers are impacting how sales professionals need work with customers 

Some companies will be experiencing this and highlighting it opens up thinking around it 

TL;DR

- Work out customers change drivers (RESPECT)
- Work out the right message to the right people 
- Work on dealing with the issues together