html5reset June, 2016

NEGOTIATING “THE RIGHT DEAL”


As I stated in the original blog, ”WHY SELL TO CUSTOMER’S OUTCOME?” How does selling to an outcome help you when negotiating a deal – especially the “right deal?” First we need to define what the right deal is. The right deal is one that is good for you, the seller, because it accomplished your short term business objectives as well as advances the company’s business strategy. The deal is also right for you when it is economically viable.  The deal is right for the customer when it achieves their short term business objectives, advances their business strategy and is economically viable. However, the third attribute of the “right deal” is that it contains all of the key items that will be necessary for you to deliver the value and outcome(s) the customer is looking to accomplish.

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SELLING TO THE CUSTOMER’S OUTCOME


My last blog covered some weighty concepts so over the next few posts I will dive in  more deeply to each element.

As I stated in the original blog,”WHY SELL TO CUSTOMER’S OUTCOME?”, selling is nothing more than creating the potential for value for the customer. Don’t waste their time pushing your products or services. Don’t try to convince them they have a problem they don’t believe they have. Simply seek to understand what the customer is trying to achieve – meaning the outcomes they want to obtain and how they will measure success for those outcomes. How they will measure success is ultimately how they will measure value.  You create value by showing them you are capable and committed to providing more or better or faster or cheaper outcomes than their next best alternative.

 

I received a lot of feedback and questions about how to sell to the outcome and what are the other advantages in doing so. I’ll attempt to summarize the answers in this continuation of the original blog. First let’s discuss how you might approach selling to an outcome. I find it helpful to imagine that your prospect is not simply interested in buying your product or service but also in paying your company to implement those products/services. Furthermore, let’s assume they will not pay you the full amount unless the products/services (and you) perform in a satisfactory manner. This is not so farfetched when you consider that most sales reps want to win, keep and grow an account! The “winning” may be relatively straightforward, but the “keeping” and “growing” become problematic unless the customer is happy with their original purchase.

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