Does the best product always win the sale? Raffi Yardemian, a seasoned VP of Sales with experience across multiple companies, shares insights about common misconceptions in sales, the traits of successful salespeople, and the structure of an effective sales process

Watch the full interview with Raffi Yardemian here and read an excerpt from the interview below.

Nowspeed: I’m David Reske, CEO of Nowspeed Marketing, and welcome to this edition of In The Now where we debunk the biggest myths of marketing and leadership with some of the world’s most interesting people. And today the turn has come to Raffi Yardemian. Welcome, Raffi! We often hear that the best product wins the sale. As an experienced outsourced/fractional VP of Sales, what’s your perspective?

Raffi: Thanks for having me, Dave. The belief that the best product always wins is indeed a common myth, especially among small and mid-sized businesses. While a strong product is certainly crucial, it doesn’t guarantee sales success. Effective selling goes beyond the features or functionality of a product. It’s about proper positioning and a compelling unique value proposition. Ultimately, it boils down to people buying from people. Building strong, trustworthy relationships is as important as the product itself.

Nowspeed: That’s quite an interesting insight, Raffi. Shifting gears, I’ve often observed that small businesses struggle to find good salespeople. In your extensive experience as a VP of Sales, do you think there are inherent traits one needs to excel in sales, or can anyone develop these skills?

Raffi: It’s a complex issue, Dave. Certainly, some qualities can make one a better salesperson — for instance, the ability to comfortably engage others in conversation and the tendency to be open, engaging, and patient. However, these skills can be developed over time. Contrary to what many believe, having specific industry experience isn’t the most critical factor for sales success. I’d argue that it’s more beneficial to hire someone with strong sales acumen and then train them about your particular product or industry.

Nowspeed: That certainly offers a fresh perspective. Could you delve into your approach to designing a sales process, Raffi?

Raffi: Absolutely. In my experience, a successful sales process in today’s world requires a more strategic, multi-step approach. Today’s customers are often much more educated about their options before they even engage with a salesperson. Therefore, salespeople should focus on gradually uncovering the customer’s pain points and presenting their solution in stages, rather than going straight into a sales pitch. This approach includes identifying the customer’s problem, explaining how your product or service can solve it, and demonstrating how your solution is better than alternative options.

Nowspeed: That seems like a much more customer-centric approach. But what about when things don’t go as planned? Could you share any experiences where you had to pivot your strategy due to unforeseen obstacles?

Raffi: Absolutely. In sales, unforeseen obstacles are part of the game. I recall one instance where we were implementing a new sales methodology across the company. However, the team was resistant, and it was affecting morale. Instead of pushing harder, we paused, reassessed, and reconfigured our strategy. We ended up developing a blended methodology that incorporated aspects of the old and new systems. It was a challenging time, but it reinforced the importance of adaptability and resilience in sales.

Nowspeed: It’s clear that resilience is key in this line of work. Raffi, what advice would you give to small businesses trying to improve their sales strategy?

Raffi: The most important advice I can give is to focus on understanding your customers deeply. Tailor your sales process to their needs and pain points. Don’t just sell a product; solve a problem. Additionally, investing in your sales team’s skills is crucial. Remember, a good salesperson with the right training can sell any product, irrespective of their industry background.

Nowspeed: Your insights will undoubtedly help many businesses rethink their sales approach.

Don’t miss the rest of this insightful interview with Raffi Yardemian. Make sure to tune in for the full conversation here.