Summary


  • Hinges prevent you from conducting the Measurable Phases in their proper order or create an inability to obtain a Measurable Phase Change and its respective calls for action.

  • Hinges fall into the categories of natural, leveraged, or hidden.

  • Natural hinges occur during MP 2: Measure Potential. Customers do not view them as negatives because they are a response to your questions, not your actions or comments. They occur before you mention specific products.

  • Leveraged hinges are adverse reactions from customers to your comments or calls for action. Customers leverage them against specific products.

  • Hidden hinges are concerns customers are reluctant to disclose; they might have negative implications for the customer or for your company because:

    • The contact cannot make or is not involved with the decision.

    • The contact cannot obtain the funding for the project.

    • The contact committed to a solution from another company.

    • The contact does not feel your product selections are justifiable or beneficial.

  • Customers use smokescreens to protect hidden hinges from disclosure.

  • You encourage customers to disclose information, regardless of its impact on your business potential, by referencing your questions to their goals. There are four types of hinges:

    • Type I: Pulse check (Natural—MP 1: Spark Interest)

    • Type II: Iceberg Ahead (Leveraged or Natural—MP 2: Measure Potential or MP 3: Cement Solution)

    • Type III: Gutter Ball (Leveraged—MP 3: Cement Solution)

    • Type IV: Rip-off (Leveraged—MP 4: Implement Agreement)

  • Use the How's Zat? to make measurable the effects of hinges. Start your initial responses to every hinge with some version of How's Zat?

  • How's Zat? tactics are:

    • Silence Is Golden. Gives you time to collect your thoughts.

    • Pat from SNL. Are they hinges or requests for more information?

    • Lose the Battle, Win the War. Acknowledge legitimacy and outweigh.

    • You Can't Do Both. Customers choose between filters or goals.

  • The four basic steps in handling hinges:

    1. Damage report

    2. How's Zat?

    3. Target confirmed

    4. Downplay

  • Strategies for removing hinges:

    • Explaining. Provide additional information or clarification to "explain away" customers' misconceptions.

    • Outweighing. Show how the overall benefits of achieving their goals still more than offsets existing liabilities they mentioned.

    • Revising. Means of last resort; change your product selections.




The Science of Sales Success(c) A Proven System for High Profit, Repeatable Results
The Science of Sales Success: A Proven System for High-Profit, Repeatable Results
ISBN: 0814415997
EAN: 2147483647
Year: 2006
Pages: 170
Authors: Josh Costell

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