Solution selling: creating buyers in difficult selling markets
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Chicago [u.a.]
Irwin
1995
New York [u.a.] McGraw-Hill |
| Subjects: | |
| Online Access: | Publisher description Inhaltsverzeichnis |
| Physical Description: | XXVI, 238 S. graph. Darst. |
| ISBN: | 0786303158 |
Staff View
MARC
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| 100 | 1 | |a Bosworth, Michael T. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Solution selling |b creating buyers in difficult selling markets |c Michael T. Bosworth |
| 264 | 1 | |a Chicago [u.a.] |b Irwin |c 1995 | |
| 264 | 1 | |a New York [u.a.] |b McGraw-Hill | |
| 300 | |a XXVI, 238 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
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| 650 | 4 | |a Selling | |
| 650 | 4 | |a Sales management | |
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Record in the Search Index
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|---|---|
| adam_text | Contents
Acknowledgments vii
Contents ix
List of Figures xv
Introduction xvii
Parti
10 FACES OF PAIN 1
Prologue
10 FACES OF BUYER PAIN 3
Face #1—Latent Pain to Pain, 4
Face #2—Price Negotiation, 7
Face #3—Cold Call Window of Opportunity, 10
Face #4—Organizational Interdependence and
Access to Power, 13
Face #5—Product or Service viewed as a
Commodity, 16
Face #6—Requests for Proposals, 18
Face #7—Free Education, 20
Face #8—Buyer Gets Cold Feet, 22
Face #9—Booking Appointments over the Phone, 24
Face #10—Buyer Has Been to Negotiating School, 26
°art II
STRATEGIES TO FACILITATE, INFLUENCE,
AND CONTROL THE BUYING PROCESS 31
Strategy 1
RECOGNIZE THE THREE LEVELS OF
BUYER NEED 33
ix
Contents
Introduction, 33
The Three Levels of Need, 34
Level 1: Latent Needs or Latent Pain, 34
Level 2: Pain or Active Need, 35
Level 3: Vision of a Solution, 38
Your Conceptual Sales Territory, 41
Prospecting, 42
Strategy 2
FEATURES, ADVANTAGES,
AND BENEFITS 44
Features, Advantages, and Benefits—Old
Terminology, New Definitions, 44
Do Not Abdicate Interest Arousal to the Product, 46
More about Feature Statements, 46
Advantage Statements, 47
Solution Selling Benefit Statements, 47
Eagles versus Journeymen, 48
Self Test (Find out if You Really Understand), 48
Strategy 3
PARTICIPATE IN THE BUYER S VISION 51
Develop a Latent Pain to an Active Pain, 51
A Role Play: Developing a Latent Need to an
Active Pain, 52
Develop an Admitted Pain to a Vision of a
Solution, 53
The 9 Block Vision Processing Model
( the 9 Boxes ), 54
Questioning Etiquette, 54
Reasons, Organizational Impact, Capabilities, 57
A Role Play: Going through the 9 Boxes, 60
Anxiety Creation, 66
Vision Reengineering, 68
Strategy 4
SOLUTION SELLING TOOLS—JOB AIDES 72
The Reference Story, 73
Contents
The Pain Sheet, 75
The Solution Selling Telephone Script, 80
Important Components to a Good Phone Script, 81
Telephone Script (20 Seconds), 82
Phone Prospect High, 84
Phone Scripts for Startup or Young Businesses, 85
Keep Statistics, 85
Strategy 5
ALIGN WITH THE BUYER S SHIFTING
CONCERNS 86
The Buyer s Shifting Concerns, 86
The Three Phases of Shifting Buyer Concerns, 87
From Pain Back to Latent Need, 89
Dramatic Changes in Buyer Behavior, 89
The Death Spiral, 91
Buyer Panic Is Usually Good News, 92
Watch Those Happy Ears, 93
Beware of False Price Negotiations, 93
Another Buy Cycle Example: Moving Homes, 94
The Buyer s Risk Is Real, 95
Price Considerations, 95
Buying Committees, 96
Alignment of Buying and Selling Phases, 96
Phase I: Qualify Needs and the Buying Process, 96
Phase II: Prove and Help Buyer Cost Justify, 96
Phase III: Close the Sale, 97
Features, Advantages, and Benefits over Time, 98
Avoid Buyer Objections, 98
Objections at the End of the Buy Cycle, 99
Advantage Statements over Time, 100
Benefit Statements over Time, 101
Risk Objections, 101
RFPs and Shifting Buyer Concerns,102
An RFP Answer, Finally, 104
In Conclusion, 104
Contents
Strategy 6
LEAD THE BUYER AND STAY
STRATEGICALLY ALIGNED 105
The First Call of a Multiple Call Sale, 106
Step 1: Establish Rapport, 106
Step 2: Call Introduction, 110
Step 3: Transition to Need Development/
Vision Creation, 112
Steps 4 and 5: State Benefits and Close, 117
Step 6: Qualify the Buying Process, 118
Step 7: Find the Power, 121
Step 8: Bargain Undefined Proof ior Access
to Power, 122
The One Call Close, 124
A One Call Close Example, 125
Strategy 7
ADVANCE THE BUYER S VISION WITH
VALUE JUSTIFICATION 127
Measurement plus Action Vision Equals
Value Justification, 128
The Buyer Discloses What Will Be Measured, 128
Five Elements of Value Justification, 129
Element 1: What Will Be Measured?, 130
Element 2: Who Is Responsible?, 132
Element 3: How Much Is Possible?, 132
Element 4: What Capabilities Will Be Needed?, 132
Element 5: When Will This Investment Pay
for Itself?, 133
A Sample Value Justification: See Appendix B, 133
Strategy 8
CONTROL THE PROCESS, NOT THE BUYER 134
Don t Close Before It Is Closeable, 135
Process Control Letters, 136
The Sponsor Letter, 136
Key Components of Process Control Letters, 136
Contents
The Plan Letter, 139
Orchestrate the Perfect Time to Close, 141
The Unexpected Time Is Frequently a
Perfect Time, 142
Proposal Avoidance, 143
Strategy 9
DRAW THE LINE IN PRICE NEGOTIATIONS 145
Do Not Confuse Price Negotiations with
Cost Justification, 145
Buyers Wring the Washcloth;
the Seller Is the Washcloth, 146
The Buyer s Emotional Hurdle, 147
The Seller s Emotional Hurdle, 148
Smart Buyers, 150
Lessons from Two Price Negotiations, 152
Story #1: The Saga of Dave Crabtree, 152
Story #2: Three Plumbers Wring the Washcloth, 157
Postscript, 160
Lesson 1: Protect Your Price, 160
Lesson 2: Don t Give without Getting, 161
Lesson 3: The Seller Has to Draw the Line, First, 161
Negotiating Involves Planning, 162
Strategy 10
IMPLEMENT THE SOLUTION SELLING
PROCESS 163
Sales Forecasts—The Sunshine Pump, 163
The Farmer Is Your Model, 165
Edit Letters, 166
Grade Your Pipeline, 167
Sales Management Tools, 169
First Call Debriefing Log, 170
The Prospect Qualification Worksheet, 170
Call Log, 171
Sample Call Log, Some Analysis, 174
Balancing Activity with Quality Pipeline:
A Farming Algorithm, 176
Contents
Monthly Pipeline/Activity Report, 178
Forecasting, 180
Automating Solution Selling, 183
Part III
SOLUTION SELLING IN ACTION 185
SOLUTION SELLING REFERENCE STORIES 187
Reference Stories, 187
DEMAX Software, 189
AT T Global Business Communications Systems, 192
National Computer Systems, 194
Lawson Software, 200
TRW Business Credit Services, 202
Shared Systems Corporation, 206
Information Mapping, Inc., 208
Zymark Corporation, 210
Keane, Inc., 211
Great Western Bank Retail Banking Group, 212
Wheat, First Securities, Inc., 215
MRS, 216
Lucas Management Systems, 218
Appendix A: Getting Started with Solution Selling, 221
Appendix B: Sample Value Justification Presentation, 225
Resources, 233
List of Figures
Figure 1. Situational Fluency xix
Figure 2. Three Levels of Need 35
Figure 3. Column Fodder 39
Figure 4. Three Levels of Need: Reference Story and
9 Block Vision Processing Model 40
Figure 5. Conceptual Sales Territory 42
Figure 6. Vision Processing Model: Creation/
Participation/Reengineering 55
Figure 7. Vision Creation Prompter 60
Figure 8. Three Levels of Need: Anxiety Questions
and Capability Question 67
Figure 9. Vision Reengineering Prompter 70
Figure 10. Pain Sheet™—Situational Fluency Prompter 77
Figure 11. Sample Pain Sheet 78
Figure 12. Shifting Buyer Concerns 87
Figure 13. Buying Phases: Shifting Buyer Concerns 88
Figure 14. Branch to Door 149
Figure 15. Letter Edit Stamp 166
Figure 16. Milestones 167
Figure 17. First Call Debriefing Log 171
Figure 18. PQW Example 172
Figure 19. Sample Call Log 173
Figure 20. Sample Monthly Pipeline/
Activity Summary Report 179
Figure 21. Forecasting Database 181
Figure Bl. Proposed Success Criteria 230
Figure B2. Cash Flow Spreadsheet 231
Figure B3. Implementation Plan 232
|
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| author | Bosworth, Michael T. |
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| discipline | Wirtschaftswissenschaften |
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| illustrated | Illustrated |
| indexdate | 2024-07-09T18:34:49Z |
| institution | BVB |
| isbn | 0786303158 |
| language | English |
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| physical | XXVI, 238 S. graph. Darst. |
| publishDate | 1995 |
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| publisher | Irwin McGraw-Hill |
| record_format | marc |
| spelling | Bosworth, Michael T. Verfasser aut Solution selling creating buyers in difficult selling markets Michael T. Bosworth Chicago [u.a.] Irwin 1995 New York [u.a.] McGraw-Hill XXVI, 238 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Selling Sales management Verkaufstechnik (DE-588)4129047-1 gnd rswk-swf Verkaufstechnik (DE-588)4129047-1 s DE-604 http://www.loc.gov/catdir/description/mh022/94010543.html Publisher description HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008744534&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Bosworth, Michael T. Solution selling creating buyers in difficult selling markets Selling Sales management Verkaufstechnik (DE-588)4129047-1 gnd |
| subject_GND | (DE-588)4129047-1 |
| title | Solution selling creating buyers in difficult selling markets |
| title_auth | Solution selling creating buyers in difficult selling markets |
| title_exact_search | Solution selling creating buyers in difficult selling markets |
| title_full | Solution selling creating buyers in difficult selling markets Michael T. Bosworth |
| title_fullStr | Solution selling creating buyers in difficult selling markets Michael T. Bosworth |
| title_full_unstemmed | Solution selling creating buyers in difficult selling markets Michael T. Bosworth |
| title_short | Solution selling |
| title_sort | solution selling creating buyers in difficult selling markets |
| title_sub | creating buyers in difficult selling markets |
| topic | Selling Sales management Verkaufstechnik (DE-588)4129047-1 gnd |
| topic_facet | Selling Sales management Verkaufstechnik |
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