Think about these two key points to uncover in Every Sale:
“WHO is responsible for achieving the Goal that your Product or Service Addresses in the customer’s organization?” and the 2 qualifiers:
“How Urgent is it?”
“How Important is it?”
To some this seems not relevant. I have heard it all from sellers:
“The are Evaluating my Product”
“They are Interested in it/us”
“Our Product/Service is great and their Business Needs It”
“They are looking at everyone and plan to be live in X months”
“It is a hot Market and growing, so it makes sense that they are interested”
All are fair points but it defines INTEREST. Be clear that Interest is not a bad thing, but it does not mean that An Acquisition will take place!
Ask questions to determine Who and Why the owns the goal or business driver within the organization.
-To WHO or WHOM in the organization is achievement of the Objective your product or service addresses most important?
-WHO is the organization is being holding accountable for achieving the goal?
-How URGENT for the customer to resolve or achieve the goal?
-WHY now, not last year or Next year?
Often, the those doing the Evaluation are that you are dealing with NOT feeling the same level of importance in resolution of achieving the Objective as the “WHO” you identify.
Taking your sales approach directly to the identified WHO will greatly improve your chances of success.
Also, understanding the URGENCY of resolving the problem or achieving the goal will provide you a sense of timing and pace for working with the customer.
Answering both of these questions — WHO and URGENCY — will help you understand the nature of your opportunity. Failure to answer these questions would give you an incomplete understanding of the selling landscape.
Sales Tactic: Make sure you position your sale as close as possible with the person for whom the goal is important and urgent.
It is a really sinking feeling when the person To Whom achieving the Objective is Important and Urgent parachutes into the selling process at the final stages, just when you thought you were moving to a Close.
If you are lucky, you might get to start the process over, with the opportunity to sell to the real WHO on the account. The worst case is that you are seen as not understanding the WHO’s goals and URGENCY (since you have never spoken to them directly!) and therefore lose your selling credibility within the account.
So, it is near the end of the first Calendar month of the First Month of 2016 – Sellers and Managers – for every opportunity you believe will close, do you understand Importance and Urgency surrounding it?