success in the year ahead. How will you hit your numbers? Keep in mind that buyers have all the information they need at their fingertips. They know about you, your solutions and your competitors. With so many options and so much information, buyers are also more distracted than ever.

Mike Schultz, best-selling author and president of RAIN Group, says that many buyers are struggling with these changing buyer dynamics while others experience tremendous success. In this issue of Promotional Consultant Today, we highlight Schultz’ four ways to hit your sales goals in 2020.

1. Drive value. Everyone says they focus on value, but few sellers truly drive value, notes Schultz. Only 42 percent of buyers find value in meetings with sellers. To drive value, you need to have a plan to create it. You can develop a value case for each sale by answering these four key questions :

• Why act? Why is this important to the buyer?
• Why now? What is the urgency around addressing this issue?
• Why us? Why should the buyer choose you and your company above all other options?
• Why trust? Why should they believe you will achieve the outcomes and results you say you will?

While the answers to these questions may be similar across buyers, they will never be identical. Each buyer has their unique circumstances and reasons for buying. You’ll discover the value case for each buyer through your conversations and it’s up to you to then present a compelling value case for the buyer in each sale.

2. Grow your accounts. The No. 1 top sales priority for the year is increasing business with existing accounts. Yet, only 38 percent of companies agree they are effective at growing their accounts, says Schultz. Selling to existing accounts is one of the biggest untapped opportunities for sales growth. It’s much easier to sell to clients you’ve already worked with than it is to sell to new ones. Top sellers focus on building relationships, increasing loyalty, and selling more to current customers as a growth strategy.

3. Bring new ideas to buyers. The No. 1 difference between sellers who win sales and those who come in second place is that the sales winners educate buyers with new ideas and perspectives. Buyers want your ideas, they’re looking for your insight, notes Schultz. Most sales are won and lost based on one key factor: You. You hold the keys to your sales success. If you can position yourself as not just someone representing a company with products and services, but also a valuable advisor who provides new insight, you will win more often.

4. Be proactive. Consider these illuminating stats:

• 75 percent of B2B purchases are proactive, made as a result of strategic opportunities, rather than required purchases.
• 70 percent of B2B buyers are open to switching to a different provider.
• 66 percent of buyers want to talk to sellers when they’re looking for new ideas to improve their business.

Opportunities are out there. Buyers are making strategic investments. They’re open to switching providers, says Schultz, and they want to talk to sellers who have new ideas to help them improve their business.

As you’re preparing for 2020, make a plan how you will grow your accounts, bring new ideas and remain proactive in your outreach all while driving value. These factors will help you beat your sales goals and achieve the most success.

Source: President of RAIN Group, Mike Schultz is world-renowned as a consultant and sales expert. He is co-author of several books including the Wall Street Journal bestseller Rainmaking Conversations: How to Influence, Persuade, and Sell in Any Situation.