Summary


  • Focus on the value of goals, not on the pain of needs.

  • Needs are product focused, goals are customer focused.

  • Goals provide opportunities to create sales where no evident pain exists.

  • Knowing customers' goals when they do not will position you as being a customer expert.

  • You make the progression from needs to goals by knowing:

    • How market segments choose customers and goals

    • How customers calculate the value of achieving their goals

    • How customers make goals measurable

    • How customers achieve those goals via your unique strengths

  • Market segments are groups of customers who share the same organizational characteristics and goals. Know your competitors' strongest market segments so that you can avoid them whenever possible.

  • Organizational characteristics and the position of the person involved with the purchasing decision determine a customer's goal.

  • Customers' professional goals reflect their personal goals.

  • Systems of evaluation (SOEs) are the methods customers use to assign value to goals.

  • If you establish SOEs that accurately assign value to the customers' goals and match them up to your unique strengths, you dominate those market segments.

  • You use SOEs to convert perceived value into measurable value.

  • You make goals measurable by making the customer's benefits measurable.

  • Measurable goals empower you to fulfill customers' expectations by building your products from their goals down, not from your features up.

  • You want to motivate customers to prioritize goals that are realistic for their circumstances, have a self-imposed sense of urgency to achieve, and are advantageous to your unique strengths.

  • Market Profile sheets highlight which customers share goals that place the most value on your unique strengths—and on those of competitors.




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

flylib.com © 2008-2017.
If you may any questions please contact us: flylib@qtcs.net