Alignment & Buy-In: Sales Strategy

It’s the technique of telling your customer ahead of time what questions/topics you would like to cover/ask the next time you talk with them.

Example…

Scenario	Typical Approach	Alignment Approach	The Difference
Your customer buys product x from you but there is an opportunity for product y.	During a discussion with your customer, you would share that your company offers product y, the features and benefits and why the customer should switch.	During a discussion, you mention that you see they use product y, which your company offers as well. You ask if next time you talk/meet, you can spend 5 minutes discussing these products.	Through the Alignment Approach, you gain permission from the customer to discuss the topic. The customer is now aware and feels less “attacked”. The quality of the discussion will be far better as a result.
You contact a prospect to make an introduction, learn about their business and talk about your offerings. REMEMBER: They were not anticipating your call at that time.	A typical approach would be to immediately jump into your “pitch” or start asking lots of questions hoping to peak an interest, have a discussion and find a need.	You provide a basic introduction, ask a few simple questions, and back off. Ask for permission to meet with them again (book a phone appt). In addition, tell them what you would like to discuss when you talk next.	Since the person you’ve contacted was not anticipating your call, their natural response will often be defensive. Using this approach, you gain trust, relax them and open the door for a better-quality conversation when you talk the next time.

It’s also a technique of telling your customer ahead of time what the next steps are within the sales cycle to keep them engaged, involved and with their expectations managed.

Example…

Scenario	Typical Approach	Alignment Approach	The Difference
You have just finished your first meeting and you know your next step is to send out x information – and then call them back in 1 week.	The typical approach would be to begin executing, committing to call them back soon.	Using the Alignment Approach, you tell them what information you will be sending, why you are sending it, how and when. You also tell them when you are going to follow up and what you hope to learn/discuss when you talk next.	The rep that uses the Alignment Approach is involving their audience in the process, which creates trust. The audience knows what’s coming next and what to expect which will create a warmer response.
You have just left a meeting and you know the next step is to develop a quote, send it and follow up.	The typical approach would be leaving the meeting and begin executing.	Using the Alignment Approach, you tell the customer that you will be putting together a quote, what they should expect, when they should receive it, and what your follow up plan is.	The difference is that your customer is engaged and involved in the next steps. Few people like surprises, so the more they know, the more the comfortable they feel.

What are the benefits?

The # 1 reason is to remove surprises. Your customer knows what you are going to ask or do next. This creates a feeling of working together (instead of the feeling of “being sold to”);
It increases the quality of the information and conversation because your customer has had a chance to “prepare” (even if that simply means the customer is mentally ready for the topic);
Establishes honesty with your customer. Your customer feels you are working “with them” transparently.
Tests your customer’s level of engagement and interest. If they respond negatively to your “next step statement” that is a clear indication of a lack of interest or commitment.
This is one of the key ingredients to staying in the control of the relationship.

How does it work?

The Alignment Approach means being upfront and direct with your customers and prospects. It is about telling them:

What is going to happen next	What questions you are going to ask them
What you need from them	What the timeline is

… and then gauging their response to your questions or statements. This will tell you quickly where you stand.

Communication Methods: The most effective way to communicate using the Alignment Approach
is to do so verbally (via phone or face-to-face), however via email can work too.