Selling Is Everything. G.F. Tanham

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СКАЧАТЬ and reputable. This is true whether the items are purchased for personal use or in the business environment. If we validate that the company has the knowledge and wherewithal to produce a good product, we are comfortable that we have reached a validation of this stage.

      The fact is, when buyers asks the question, What do you do? in the sales process, they are also specifically looking for the answers to What’s in it for me? This is an attempt to validate that the company is knowledgeable in what they profess to do and are reputable. The buyer needs to be assured that the money spent will provide value and performance as they anticipate. If there is a validation, the buyer will move to further investigate this option. If the validation is not met on each of these levels, the buyer is forced to find another option and view the solution with suspicion.

      In the What do you do? stage the buyer is addressing:

      •Products offered

      •Quality

      •Service

      •Market perception

      •Uniqueness of product

      •Experience

      •Specialization or identity in the market

      •Skills

      •Customization or flexibility

      •Cost

      •Perceived value

      HOW DO YOU DO IT? (AND “WHAT’S IN IT FOR ME?”)

      The question here is not only how you do it, but why and to what end. If the buyer is confident that the solution offered is designed by a knowledgeable company with a reputation for quality, the initial risk factors are mitigated. If the buyer is continually asking questions in this area, it may be an indication of a real buying interest or a deeper concern with the answers. Just as in the prior questions, the buyer is continually using information for validation to allow movement forward in the buying process. If it seems redundant that the buyer is still validating the key decision buying criteria, realize this is just how decisions are made. The questions provide value-based answers that will generate more information to feed the calculator.

      For example, when you meet someone do you always take what he or she says at face value? The answer may vary depending on the situation but in almost every case, your mind is evaluating the same factors a buyer is evaluating when they hear what someone does and how they do it.

      In the How do you do it? stage the buyer is trying to address the following:

      •Trust

      •Process

      •Quality

      •Dependability

      •Flexibility

      •Stability

      •Relevance

      •Uniqueness

      •Cost

      •Service

      •Value

      •Commitment

      •Competitive factors

      •Knowledge

      •Creativity or innovation

      WHO DO YOU DO IT FOR? (AND WHAT’S IN IT FOR ME?)

      In our scenario of meeting someone for the first time, the question is usually stated, “Who do you work with when you do what you do?” This is a simple way of trying to confirm value in the calculator that the answer is a common reference that can be perceived as value to the listener. This in turn allows for additional commonality and the opportunity to share this likeness with stories about common contacts or companies. The value process begins with a common reference and knowledge. It could be an industry, a company, people or places, they all provide a commonality. “Who do you know who uses your stuff that I may know?” is one simple example of this dialogue.

      In the sales world there are few more powerful strategies than telling a good story of what one client did with the solution you are selling and having the buyer know the company or people there. It is personal knowledge and that is high value. The common foundation can be either life experiences or foibles we all suffer. The fact that a story can be so powerful is validated by all great sales stories floating around in our society.

      A couple of examples include:

      The Wal-Mart story of Sam Walton driving an old truck for 20 years and eating breakfast in the same café is classic. This shows he was a common guy like the rest of us, though his family has a bit more wealth than mine.

      Bill Gates’ narrative of building an empire to compete with the world after dropping out of school and starting a software company in his garage.

      Rags to riches are the most obvious, but sales stories are the grist of who you work for and demonstrate the value or What’s in it for me? Whether these stories are true or not should not prevent us from recognizing that stories are dreams attained or aspirations achieved. Through stories the salesman delivers to the buyer greatly enhanced value.

      In the Who do you do it for? stage, the buyer is trying to address the following:

      •Relevance

      •Industry knowledge

      •Industry reputation

      •Respect in the market

      •Innovation

      •Quality

      •Stability

      •Cost

      •Focus

      In the following chapters the Decision2Buy process will be investigated in great detail as it pertains to selling solutions that generate revenue. The balance of the book will assist you in integrating this process into your everyday selling opportunities and maybe your personal life, too. Continue on this quest that drives your internal calculator by understanding your What’s in it for me?

      THE FIRST RULE OF MY SPEAKING IS: LISTEN!

      LARRY KING

      Конец ознакомительного фрагмента.

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