LIFE BEYOND THE PRODUCT PITCH
Why the chicken cross the road?
Conventional answer: To get to the other side
If you wanted to understand the decision making process of that particular chicken, you need to find more about the situation:
Maybe it was motivated by thirst, and it was crossing the road to search for water.
Maybe it was chased by a dog or a chef who saw it as a potential soup.
Maybe....
It might have crossed the road for any number of reasons, and if you were even marginally interested in poultry psychology, you'd seek the specifics of that chicken, that road, that afternoon.
Customer makes a purchasing decision for numbers of reason. To get a WIN-WIN situation, you must begin with their interest "crossing the road", rather than luring them to the other side with your product "irresistible" futures and benefits.
No one buys a product per se.
What is bought is what the customer thinks the
product or service will do for him or her.
Its never the product or service that makes or brake the sale, but the individual customers subjective view of what the product or service can do for him.
Companies don't have concepts,
Individual's do
"Treat every sales call as if it were your first call on this customer" - No matter how long you know this customer, be it five minutes or five years, you must treat him or her sales call like the first time you know her.Concepts always changes. You must Identify, re identify on every call.
FOCUS ON RESULTS: THREE CLUES
1. Discrepancy-a preceived gap in the prospects mind between where she is right now and where she wants to be.
2. Importance
3. Solving a problem - solution image
UNDERSTAND - CONNECT!
Connect by relating: Cost/price, specifications, packaging, capabilities, descriptions, demonstrations, technologies, proven results.
FILTER YOUR INFORMATION, DO NOT OVERLOAD CUSTOMERS HEAD. UNDERSTAND WHAT HE WANTS, THEM GIVE THEM WHAT THEY WANT.
*Both selling tasks are important, but the cognition of the concept must comes first.
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