Mastering the Complex Sale_6

II TheFourPhasesofDiagnostic BusinessDevelopment 4 DiscoverthePrimeCustomer EnteringattheLevelofPowerandInfluence iscover is a critical phase in the complex sale because it is when we create the foundation upon which the ini- tial opportunity and the long-term relationship with a cus-tomer are built. Unfortunately, salespeople often overlook and underestimate the power of a solid foundation. The greater our ability to customize and personalize the engage-ment strategy and approach for individual customers, the more likely it is they will see that we are speaking directly to their situations and their individual job responsibilities. This enhances the probability that we will be invited into their organizations and they will see our offerings as relevant and having a substantial impact. The goal of the Discover phase of the Prime Process is to identify those customers who are most likely experienc-ing the issues our solutions address and are missing the value we could provide; therefore, they have the highest probability of buying our products and services. In this ini-tial phase, we establish a profile of the ideal customer that is derived from the value capabilities of our offerings, how value is created within our customers’ businesses, and the potential constraints in their ability to achieve the value of our offerings. We then identify a specific customer who fits this profile and craft a customized engagement strategy based on a value hypothesis that is relevant to that customer. A value hypothesis is the first step in the Value Life Cycle. It is about the customer and the potential risks to which his or her company may be exposed. It invites the customer to explore that risk as part of a collaborative effort. Finally, we discuss the value hypothesis with the customer and, if warranted, agree to test its validity by moving into Diag-nose, the next stage of the Prime Process. The Discover phase encompasses all of the preparation activity before 91 ... - tailieumienphi.vn