Step 2 - Specify, by decision
making role, interest generating benefits.
Within each sale, there are different decisions that need to be made. One person
can play several roles or several people may be in one role. Make sure you know
who the players are in each sales opportunity. The different decision makers
are listed below along with what they are most interested in. So, when you talk
with each of them, stay focused on the benefit area they are in charge of making
decisions about. For your convenience, each decision maker is hyperlinked to
a more detailed description in the client services area of the www.saleshelp.com
- Final Authority: Return
- Specifier: Performance
Specifications and Cost Justification
- Coach/Mentor: Credibility
- Negotiator: Feature
to Price Ratio
- User/Consumer: User
Friendliness 3rd Party
- Recommendations: Better
Service From You and To Be Helpful
- Look at previous sales
with customers in similar markets of a similar size. This will give you a
pretty good idea about who (by title) the decision makers will be. Use directories
that list key executives to identify their names. During your calls to research
the company, you can verify the correctness of the role.
- When you call a company
always ask, "Who ARE the people who make decisions about using (name the product/service)?
Continue with the different departments or titles that you have and get names
for these people.
- Call the sales department.
Salespeople can understand your plight, its theirs too. Develop a good coach
here and you'll get the information you need. Reciprocate when you can for
your company or perhaps companies they may call on where you have an inside
Copyright 1997, Sales Training International