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Beyond Selling Value

Beyond Selling Value. Chapter 4 “Keys to the Customer Kingdom” The Five Research Elements. Information. The Insider’s Perspective “Beyond Selling Value is earning the business by learning the business.” – Dunc Hawkins, SSA Ontario Importance of Prospect Research (video/article).

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Beyond Selling Value

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  1. Beyond Selling Value Chapter 4 “Keys to the Customer Kingdom” The Five Research Elements

  2. Information • The Insider’s Perspective • “Beyond Selling Value is earning the business by learning the business.” – Dunc Hawkins, SSA Ontario • Importance of Prospect Research (video/article)

  3. Research Element #1 • Corporate Profile/Direction • Where is the company now? • Where do they want to be in the future? • How are they going to achieve that? • What’s impeding them? • What are their opportunities? • Many sales people fall short by addressing customer need/application, not critical business issues

  4. Profile • Financial Condition • Culture • Competitive Environment • Future Direction

  5. Research Element #2 • Organizational Structure • Formal/Informal organizational charts • How things are supposed to work; how things really work; and how things work when people are done working. • Finding influential people is key • The Social chart

  6. Buying Roles • Contact • Coach (Contact who wants you to win) • Decision Maker (Buy’s value, not price) • Evaluator (purchasing agent – can recommend but not “buy”) • Gatekeeper • User – implementation oriented

  7. Research Element #3 • Key Players/Profiles • Professional background • Personal • Issues/Conerns • Objectives/priorities • Characteristics/style • Find information but be cautious about “digging up dirt”

  8. Research Element #4 • Departmental Profile/Direction • Profile (inner workings) • Relationship to corporate direction (ensure department is in line with corp. vision) • Objective/strategies • Projects • Issues/concerns • Product fit/account qualification • Unique terminology

  9. Research element #5 • Business Fit • Identifies basis for long-term, strategic relationship • Is account-specific and strategic • States the value of the relationship in the customer’s terms • Shows how your two companies, working together can respond to critical business issues

  10. Conclusions • Research helps make the selling process more effective and efficient • If you only have 1-2 brief calls, be sure you are well prepared with information

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