Pssst! Statistics Are Not Insight.

This is a guest post by Kevin Starner, VP of Sales Enablement at Iron Mountain.

In my household, it’s a well-known fact: 84% of statistics are made up on the spot. I know this is a fact because I made up the statistic. But instead of focusing on the 84 percent, I’d like you to think about the other side of that statistic. What’s in the 16% that you are not considering? What’s hiding in there that can have an unexpected consequence? Is being able to develop insight something you should be able to do on your own, or expect Marketing to develop it for you?

Let me give you an example:

The average American adult spends 35% of their time searching for stuff they only find half the time. Now, most people would focus on the amount of time spent actually searching and the opportunity cost if you could reduce that time. Why not focus on what happens the other half of the time they don’t find what they need? You can guess what people, including you, do. You recreate it, buy something new, or go without. Think of all the problems and challenges that causes that you may not have otherwise considered.

Too many reps in today’s insight-led selling environment try to pass off an opening statistic as insight, with little regard to what that stat truly means to their buyers. They get excited when their buyer says something like, “I can see that,” or “Yes, I totally agree.” They use it as an icebreaker, a conversation starter. Unfortunately, at the end of the conversation, the rep typically leaves feeling like they’ve established great credibility, not knowing that they’ve missed the mark completely. 

True insight isn’t simply making the buyer aware of the statistic you led with. Anyone can find the stat or article. Your job as a seller is to help the buyer see the other side of that statistic. Change the buyer’s perception by showing them that what they are not thinking about is opening up their organization to risk or significant near- and long-term challenges.

So the big question is: do you teach your sales reps how to develop their own insight or do you have Marketing build it for them? Part of this depends on how talented your sales force is, but most of it depends on how diverse your buyers’ needs are. Transactional selling environments can benefit from a consistent shortened perspective or point of view that is much more scalable. Meanwhile, complex opportunities require a much deeper knowledge of your prospect, their industry, and the individual. In these types of opportunities, a Marketing-built insight straight out of the box will not connect as often. The best messaging requires customization.

So, whether it’s the rep or your Marketing department who is on the hook for developing these perspectives, there is one thing I can tell you for certain: statistics alone do not an insight make. It doesn’t matter if the statistic is made up or legitimately researched. That’s not where you catalyze action or unbalance the buyer’s status quo. It’s your rep’s ability to see the other side of any statistic and relate it back directly to their buyer and their organization. Having said that, be prepared to name your statistical source. 84% of you will remember this article.

CEB Sales Members, register for one of our upcoming workshops on Challenger Messaging. Also, visit the Commercial Teaching topic center and learn more about the Components of World-Class Insight.