The Science of Sales Success: A Proven System for High-Profit, Repeatable Results

For a chart depicting the MeasureMax phases, see Exhibit 7-11.

Exhibit 7-11: The four phases of the MeasureMax selling system.

• MP 3: Cement Solution consists of (prior to meeting with the customer):

  • Step One: No Blanks. Make sure you can fill out a Quick-Entry Sales Management sheet completely.

  • Step Two: Benchmarks. Connect features to measurable benefits and verify that they satisfy conditional commitment using a connecting value sheet.

  • Step Three: Oops! Be ready to offset any missed measurable benefits of goals or requirements of conditional commitments.

• 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.

• At the meeting:

  • Step Four: Purpose and Summary. Confirm that the meeting is to explain how your proposal achieves their goals and satisfies conditional commitment.

  • 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.

  • Step Six: Conditions Met. Recap how the proposal satisfies the conditional commitment.

  • MPC 3: Solution Confirmed. Customers agree your products achieve their goals, but it is still too early to ask for an order.

• Explaining is illustrating how your features connect to their measurable benefits.

• A good explanation uses simple, vivid, analogies, no return, power words, and avoids using the words never or always.

• Speak in your customers' terms.

• Use your technical knowledge to support points, not to make them.

• Start at the same technical level as the customers' attainment measurements.

• 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.

• 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.

• MP 4: Implement Agreement consists of:

  • Step One: Deal. Verify customer is ready to start.

  • Step Two: Logistics. Explain what customers need to do to start.

  • MPC 4: Agreement Confirmed. Customers confirm they will proceed with your solutions.

• 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.