Identify target account based on available profiling data.. Competitor Analysis with Unique Selling Points and Distinctive Selling Points USP/DSP identified and translated into Features,
Trang 1I Qualify Prospect and Understand the Business
Profile: Identify, contact and qualify
1 Identify target account based on available profiling data
2 Identify key decision-makers by role and specify interest-generating benefits for each one
3 Determine entry level contact
4 Select, by priority, methods of contact
5 Set call objectives
6 Mental preparation and make the contact
7 Establish trust and rapport - Credibility building
8 Qualify the prospect in light of this project GO/NO GO
Research: Understand the prospect's business to develop your sales strategy
9 Research prospects critical processes - How are they currently doing it?
10 Research prospect's future business plans
11 Research prospect's selling environment to determine how you can help competitively advantage them in their market place
12 Identify our potential and/or actual competitors (including "do nothing")
13 Competitor Analysis with Unique Selling Points and Distinctive Selling Points (USP/DSP) identified and translated into Features, Advantages and Benefits for each competitor
14 List criteria that must be set with each decision maker to rule out competition
Trang 215 Identify potential objections - strategies formulated/reviewed to prevent, neutralize or
respond as necessary Identify strategic approach GO/NO GO
16 Identify additional potential for other products/services
17 Identify others in the organization who could potentially benefit from what you sell and the types of benefits they might receive, but who may not be able to directly influence the sale
II Conduct Needs Assessment and Cost/Benefit Analysis
Orientation: Activate the Sales Strategy
18 List areas to focus conversation based on Unique and Distinctive Selling Points (USP/DSP) Answer the question, "What makes you different?"
19 List areas to focus conversation to neutralize potential objections
Symptoms: Anxiety or concerns about the not having the benefits you can offer
20 List symptoms identified based on Unique Selling Points and/or DSPs
Problems: Root cause problems - missing features that provide the advantages and benefits.
21 List of potential problems confirmed based on Unique and/or Distinctive Selling Points (USP/DSP)
Effects / Consequences: (Cost - Benefit Analysis) What the problems are costing the prospect
(financially, subjectively)
22 Quantify what it costs the prospect financially and subjectively not to have the benefits of your USP/DSPs using their facts and figures (current) Know the financial and
subjective/emotional consequences of not solving the problem (future)
Criteria / Benefits: Set minimum specifications and expectations for selecting a supplier that include
your USPs/DSPs Identify top motivating benefits for each key decision-maker
23 Criteria listed and agreed upon based on USP/DSP
24 Decision maker’s benefits determined
25 Interviews completed with key decision makers
Trang 3III Identify Logistics to Advance the Sale
Triggering Events: One event triggers the next "Interim Action Plan" items identified.
26 Advise and get agreement on next steps to advance the sale
27 Confirm cost benefit data (Effects/Consequences)
28 Outline feedback loops, milestones, measurements and follow up process
29 Identify key contacts for feedback and ongoing support or information contacts
30 Identify optional target dates for implementation
31 Determine ideal starting dates to meet target dates
32 Determine product/service availability (your ability to deliver) GO/NO GO
33 Exchange any additional data, specifications, drawings, etc
34 Identify and arrange to meet any additional critical interactive players
35 Identify, advise and prepare Recommenders to champion status
36 Arrange and schedule "Beta" tests, pilot studies or other pre-purchase approvals required
37 Identify specific end users or consumers involved in project
38 Receive feedback from Beta, pilot or other pre-approvals
39 Resolve any questions or issues that developed from the pre-approval process
40 Develop product/service delivery phase-in plans
41 Exchange financial or credit information as necessary
42 Obtain any internal (your company) approvals as needed
Trang 4IV Present Value Proposition
43 Prepare and submit a proposal that directly addresses the "Criteria" set (Criteria Driven Value Proposition)
44 Conduct a Criteria Driven Presentation.
45 Prospect affirms your ability to meet criteria
46 Final negotiations concluded.
47 Final approval on project/product/service budget received
48 Contract/agreement signed, letter of confirmation sent
49 Customer notifies current or competing supplier (if any)
V Implement Account Management or Recycling Process
50 Account Management - Implement follow up activities
51 Obtain repeat business
52 Obtain testimonials and references
53 Obtain referrals
Copyright @Conotek.Sales.Management