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.