Summary

• MeasureMax has four Measurable Phases (MPs) that break sales opportunities into four minisales. A kind of purchase order ends each phase.

• Measurable Phase Changes (MPCs) are the four so-called purchase orders.

• The sequence in which you conduct the MPs affects your ability to build value. Moving out of sequence diminishes value.

• The first two MPs are MP 1: Spark Interest and MP 2: Measure Potential.

• You do not mention specific products during the first two phases.

• You plug information from your Product Profile sheets and Market Profile sheets into the MP 1: Spark Interest steps.

• MP 1: Spark Interest consists of the following three steps:

  1. Research and Membership. Confirm organizational characteristics and position.

  2. Take Your Pick. Customers choose goals.

  3. Track Record. Provide references from market segment.

• These first two steps form your Spark Interest Statement, which you use for specific market segments.

• MP 1: Spark Interest ends with MPC 1: Interest Confirmed.

• MP 2: Measure Potential consists of the following four steps:

  1. Market Focus. Display expertise in customers' market segment.

  2. Purpose and Goals. Confirm purpose of meeting to understand requirements of goals.

  3. Eliminate Unknowns. Make goals, filters, and conditional commitments measurable.

  4. Yellow Light. Customers make conditional commitments.

• This second phase ends with MPC 2: Potential Confirmed. Customers confirm they want to achieve their goals.

• In sales with various decision makers, conduct MP 2: Measure Potential with the lowest-level decision maker before conducting it with the next highest-level decision maker. You always begin the next sales call with a different advocate or the FDM by verifying the conditional commitments from the previous contact. Make sure you have valid and accurate information.

• Customers make conditional commitments to themselves. They commit to achieve their goals. A huge if exists—If they can achieve their goals within the constraints of their attainment measurements. Conditional commitments are not trial closes. They are not committing to a specific product, but rather attaining a specific goal.

• After MP 2: Measure Potential, any time you contact customers to gather missed information, provide them with new and relevant information first.

• Ask customers with multiple goals to rank them, and use their top one to flush out their filters.

• If you plan on writing down specifics of customers' goals and filters, you should take notes.

• Use Quick-Entry Sales Management (Q) sheets to measure and manage your selling efforts objectively against the same bench-marks.