Have you ever faced a situation, when customer is adamant and not ready to reveal their parameters? I hope you must. Especially in today’s competitive market, this kind of challenges are very common. What do you do then? Most salespeople, at this point, feel compelled to speak about their company’s history, the list of awards they won, product features etc at this point. Think for a while, how does this help solve customer issue? Everyone has got some achievements. Every product has its features. At the end, such talks ended with a round of negotiations, that is largely driven by customer. In short, your problem can be summarised like: –
“You have to create value without actually knowing customer’s parameter”
Here in this blog, I am going to describe a novice technique for effective placement of your offerings in situations, when you barely know customer’s parameters. Very few sales persons, at this moment apply this. But those, who used this technique, have got miraculous result.
This technique is actually very simple and do not require any special means. Only idea behind this technique is to look at what you have and not at what customer is reluctant to reveal. Rather than making it essay, I would like to describe this method with bullet points for better and clear understanding, which is as follows: –
- Write down all the technical features of your products. We will call it “T List”. This varies from product to product and cannot be universalized.
- List down all the marketing features of your products. We will call it “M List” This may include your delivery, lead time, post sales services, warranty etc.
- With help of your own experience and market research, prepare a list of parameters (selected from T and M list), which is supposed to be the criteria, you prospect is looking for. We will call it “CP List”. CP stands for Customer’s Parameter.
- Now you have to place your “CP List” list to your prospect as deciding factors, which customers should look for.
- This needs little practice, how you may discuss with customer with CP List. You can’t simply expect that customer should act on your parameters. Hence you may use following statements: –
- We have extensive experience working for similar projects, that we would like to utilize for your benefit. Following are the suggestive parameters, that you may want to consider for vendor selection for success of this project.
- Such are the parameters, you might want to consider for evaluating vendor for project in question. I work with clients on these things all the time and ultimately these are what make the difference.
If you look thoroughly, “CP List” is carrying all your differentiating features, and you have nicely placed it as a “SHOULD BE” parameters for your prospect. In other words, you try to speak in customer’s language without directly trying to sell your product. At one side, you’ve differentiated yourself already in the world of copycat products and services. Second, prospects will be impressed with your focus on helping. Those, who used this technique, are very enthusiastic about this and claim remarkable success in such situations. As per their experience, prospects respond in two possible ways in such conditions. One, they start pondering over your “CP List” parameters. Second, they start revealing their own parameters for your consideration. Be it any response, you have taken an extra mileage over your competitors.
Hope you enjoyed reading and will prepare your own “CP List” in such situations. Please share your views in comment box.