The Science of Sales Success: A Proven System for High-Profit, Repeatable Results
For a chart depicting the MeasureMax phases, see Exhibit 7-11.
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MP 3: Cement Solution consists of (prior to meeting with the customer):
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Step One: No Blanks. Make sure you can fill out a Quick-Entry Sales Management sheet completely.
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Step Two: Benchmarks. Connect features to measurable benefits and verify that they satisfy conditional commitment using a connecting value sheet.
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Step Three: Oops! Be ready to offset any missed measurable benefits of goals or requirements of conditional commitments.
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Use the Does Your Proposal Pass the Pulled-Through Test? to determine if you are ready to continue to MP 3 or must return to MP 1 or MP 2.
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At the meeting:
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Step Four: Purpose and Summary. Confirm that the meeting is to explain how your proposal achieves their goals and satisfies conditional commitment.
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Step Five: Connect the Dots. Start with goals and measurable benefits and explain how your products achieve them. Do not start with your products' features first.
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Step Six: Conditions Met. Recap how the proposal satisfies the conditional commitment.
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MPC 3: Solution Confirmed. Customers agree your products achieve their goals, but it is still too early to ask for an order.
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Explaining is illustrating how your features connect to their measurable benefits.
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A good explanation uses simple, vivid, analogies, no return, power words, and avoids using the words never or always.
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Speak in your customers' terms.
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Use your technical knowledge to support points, not to make them.
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Start at the same technical level as the customers' attainment measurements.
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The verbal structure of explaining always starts with the customers' goals, then the benefits of the goals, and finally your product's features and benefits.
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Customers might have two or more goals, one goal might have two or more benefits, and one benefit might connect with two or more of your product's features.
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MP 4: Implement Agreement consists of:
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Step One: Deal. Verify customer is ready to start.
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Step Two: Logistics. Explain what customers need to do to start.
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MPC 4: Agreement Confirmed. Customers confirm they will proceed with your solutions.
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A scope of work provides different decision makers with the opportunity to review a preliminary proposal and make one last check before you make your final presentation.
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