{"id":2750,"date":"2017-12-22T16:16:00","date_gmt":"2023-10-18T16:16:54","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=2750"},"modified":"2024-01-11T20:34:47","modified_gmt":"2024-01-11T20:34:47","slug":"how-sales-should-use-hot-buttons","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/how-sales-should-use-hot-buttons\/","title":{"rendered":"How Sales Should Use Hot Buttons And Major Benefits As A Tag Team"},"content":{"rendered":"\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d02816bb52b&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d02816bb52b\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/hot-button-header.jpg?strip=all&#038;quality=95\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Even if you\u2019ve never watched a wrestling match in your life, you might have an idea of how a tag team works. It\u2019s where wrestlers work in pairs, and one cannot enter the ring until the other has left. The idea is to meet tough competitors by switching from strength to strength as required.<\/p>\n\n\n\n<p>Sales professionals may work in tag teams occasionally too, where a more junior rep kicks off a customer meeting before passing it over the more senior rep to close the deal, for instance. Whether you\u2019re working with a partner or on your own, though, there is another set of tools available that haven\u2019t always been considered a tag team: the customer\u2019s \u201chot button\u201d issues and your product or service\u2019s major benefits.<\/p>\n\n\n\n<p>This may all sound a little too obvious at first. Just use hot buttons &#8212; the pain points that scare your customer or things that inspire them &#8212; to get their attention, then position your product\u2019s major benefits as the solution that meets their need. If it were that easy, sales pros would be crushing their number every single quarter.<\/p>\n\n\n\n<p>But it\u2019s not that easy. Here\u2019s why:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Hot buttons may not be constant &#8212; or visible to the rep<\/li>\n\n\n\n<li>Major benefits are seen as merely table stakes or comparable to competitive offerings<\/li>\n\n\n\n<li>Customers are experienced and find this way of pitching formulaic<\/li>\n<\/ul>\n\n\n\n<p>This doesn\u2019t mean you should move away from using hot buttons or talking up your products and services\u2019 major benefits. Instead, sales teams should think about the data they\u2019re getting from CRM like <a href=\"https:\/\/www.salesforce.com\/ca\/products\/sales-cloud\">Sales Cloud<\/a> and being a little sophisticated about using hot buttons and major benefits to wrestle their way through challenging customer conversations.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-know-what-works-for-the-head-vs-the-heart\">Know What Works For The Head Vs. The Heart<\/h3>\n\n\n\n<p>While a rep may be selling something that will be paid for and used across an entire company, the way into that sale is through a person or group of people. So even though there\u2019s a single \u201ccustomer,\u201d there is more than one audience, in a sense. This needs to influence everything you say in a customer meeting.<\/p>\n\n\n\n<p>Let\u2019s start with hot buttons. These are the things that speak to the customer\u2019s heart &#8212; usually the things that are most personal to their sense of success in their role. They can be barriers to achieving the results upon which their performance is measured, how their role is perceived in the organization, or (more often than not) what will impress or rile their boss.<\/p>\n\n\n\n<p>Besides the buyer (or buyers\u2019) personal interests, there are those things that could have an impact that align with the overall objectives or mission of the organization. Think of this as the \u201chead\u201d &#8212; the area of reason and logic. The major benefits of your products and services may directly address those needs.<\/p>\n\n\n\n<p>As a sales person, you want to listen for cues that tell you which tag team member to bring into the ring. If the conversation is focused at a high level on what the organization is struggling with, focusing on major benefits may make the most sense. If they drop a personal detail &#8212; say, that they\u2019ve recently endured a failed project &#8212; you\u2019ll know that their professional credibility is a hot button.<\/p>\n\n\n\n<p>This is where you bring it together. The complete, holistic sales pitch should not only prove that the major benefits of your product represent a rational, logical choice for the company. It should also suggest &#8212; in an encouraging, inspirational way &#8212; that the decision-maker build a strategy around the major benefits will address the hot-button issue of restoring their boss\u2019s trust.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-recognize-who-s-hot-buttons-you-re-pushing\">Recognize Who\u2019s Hot Buttons You\u2019re Pushing<\/h3>\n\n\n\n<p>The data you enter and analyze through CRM will ensure the major benefits are a fit with your customer\u2019s organizational needs, while also tracking anecdotal details about the hot buttons of various buying team members.<\/p>\n\n\n\n<p>Be sure to pay attention to how these hot buttons differ from one buying team member to the next, and where they intersect. For instance, one buying team member may be interested in saving money because they want to fund a pet project. Another, more senior member of the team might want demonstrate their leadership capability as they move up the corporate hierarchy.<\/p>\n\n\n\n<p>The sales pitch, in that case, might demonstrate how working with your firm will free up financial resources that let the first buying team member pursue their innovative idea while also giving the more senior member an opportunity to mentor their coworker and empower them to be successful. Weaving in how the major benefits of the product support the organizational goals (something they already know) will reinforce what they feel: that the major benefits are addressing their hot buttons.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-use-ai-to-find-new-hot-buttons\">Use AI To Find New Hot Buttons<\/h3>\n\n\n\n<p>CRM is more powerful the more often it\u2019s used, particularly when you couple it with artificial intelligence like <a href=\"https:\/\/www.salesforce.com\/ca\/products\/einstein\">Salesforce Einstein<\/a>. With the right data, Einstein can look at what kind of pitches tend to win based on the use of major benefits during an initial call, the first customer meeting or in the close. AI can also detect patterns and trends into what tend to be the hot buttons for those in a particular industry sector, company size, role or other factor. They can make your tag team increasingly effective during every single sale.<\/p>\n\n\n\n<p>The only time hot buttons and major benefits fall short in sales is when they become cliched and generic. CRM and AI allow reps to go beyond a scripted approach and deliver a level of personalization that, ideally, should match what they\u2019ve already been experiencing from your marketing department.<\/p>\n\n\n\n<p>And of course, unlike tag teams in wrestling, sales people aren\u2019t trying to fight their customers and prospects with hot buttons and major benefits. They\u2019re simply being strategic about how they play to their strengths &#8212; and leave their customer relationships even stronger after their next deal has been closed.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/www.salesforce.com\/ca\/form\/blog\/sp-accelerate-your-sales-performance.jsp?d=7010M000002MONe\"><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/7-tips.jpg?strip=all&#038;quality=95\" alt=\"Accelerate your sales performance: 7 tips for sales success. Get the ebook.\"\/><\/a><\/figure>\n\n\n\n<p> <span id=\"authorRoot\" path=\"\/content\/blogs\/ca\/en\/authors\/\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>How can the data that sales reps get from their CRM be used in client conversations? Learn how to use your data to build solid client relationships. <\/p>\n","protected":false},"author":1,"featured_media":2752,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[4],"sf_content_type":[],"coauthors":[2],"class_list":["post-2750","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-sales"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Sales Should Use Hot Buttons And Major Benefits As A Tag Team - Salesforce<\/title>\n<meta name=\"description\" content=\"How can the data that sales reps get from their CRM be used in client conversations? 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