Article

How to Be a Resource & Give Value to Buyers

18 February 2021

Becca Eddleman

Let’s solve problems. Not just try to close every deal we can to hit our monthly and quarterly quotas. Let’s solve the problems our clients are facing, identify their pain points, and speak to them without giving a sales pitch. Let’s build a reputation as a trusted resource and ask for nothing in return.

This may sound counterintuitive but follow along…

The sales profession is saturated and there are dozens of people at any given time vying for your current and potential clients. Competition is stiff and as far as sales go, it’s a client-market. So, what sets you apart?

What do you offer that your competition doesn’t? If your answer is, “a better product” or “high-quality service,” think again.

Clients are inundated with offers that are newer, faster, and shinier every other day – they need more from you. They need a partner; they need a trusted resource.

This is how to give value to your buyers.

Becoming a Trusted Source

So, how do you become that trusted source? You start with the client first. You show them you care and that you understand their predicaments. You offer free advice, a list of resources, and an authentic approach to problem-solving.

In order to offer appropriate resources, you really do need to take an interest in your clients. Rather than selling a product or a service, you sell a solution. This means you understand their problems on a deeper level. You can speak to their concerns, their red flags, and persistent pain points.

According to this RevGenius article by our CEO, “Stop selling your product and start selling outcomes….You have to be fanatical about understanding your buyer.”

Clients want to know that you understand them. They want to know that you offer more than a product/service. That by knowing you, it will make a difference to their business (and often, their individual role).

be a resource

By adopting this approach, the astute salesperson may wonder how their quotas may be affected when relationships are prioritized over sales.

The answer: sales will still go up. Through “positioning, psychology, and confidence,” salespeople are creating opportunities to close more sales in the future by building a solid foundation with clients upfront.

“To really be trusted by buyers, you have to do more than give them information they can most likely just google.”

– Sell to Solve Your Client’s Problem, Don’t Sell to Sell

This is how to give value to buyers. We must provide information as trusted, expert, consultative guides.

As the client-salesperson relationship develops if the salesperson really believes in their products/services as a solution to what the client needs, then they have the opportunity of helping clients make that connection.

So now, what’s the best way to let more potential clients know that you are a trusted resource?

Your Best Platform for Building Client Relationships

There are limitless approaches and platforms to use that can support your objective of giving value to buyers and being a trusted resource.

However, let’s dig into one relationship-building platform that we talk a lot about at Skaled and that is the #1 place your buyers already go-to for information: LinkedIn.

LinkedIn is how you’re going to give value to buyers in 2021. From engagement to relevance to industry-specific outreach, LinkedIn is your one-stop-spot for identifying potential clients and building a relationship with them.

Actively add potential clients to your network.

Add, post, engage is a simple three-step process many successful sellers and partners have used to develop a network of potential buyers on LinkedIn, give value through content, and engage to build relationships with buyers online.

The first step is to take a look at your network and see who you’re connected to. If you’re not connected to your buyers and people in your industry, they’ll never see the valuable content and resources you have for them.

Post content to establish yourself as an expert in your field.

As you’re connecting and building your audience on LinkedIn, you then need to establish yourself as a trusted expert.

Remember, your goal is to be a resource and to give value to potential buyers. You do that by giving away nuggets of your expertise and your company’s expertise through posts.

Here are a couple of ideas for creating valuable content:

Informing them of industry changes
Forecasting possible industry shifts
Exploring recent data
Reposting relevant findings/research
Sharing free tools
Celebrating industry wins
Creating videos, articles, infographics, blogs, etc. that are meaningful, engaging, and informative

By speaking their language, noticing what matters to them, and speaking to the possible impacts to their field/industry, potential clients will quickly learn that you are the go-to person for all information related to their areas of need.

Establishing yourself as an industry expert will facilitate relationship-building among potential clients.

Engage with potential clients.

Now that you have created a solid network on LinkedIn and established yourself as an industry expert, you are ready to actually engage with potential clients through a more targeted approach.

Here are three ways to engage with potential clients on LinkedIn as you continue to give value:

Comment on their posts: Answer their questions, provide related resources, and congratulate them, when appropriate
Begin an authentic conversation: Use the chat feature to not sell anything, but to provide more information on something they previously posted about (if you have Sales Navigator, there is great filter that will help you quickly sort for prospects who have posted recently)
Respond to their comments/engagement on your posts.