Must-Win Deal: How to Close Them
Book one in the Must Win Deals series, “Must-Win Deals (How to Close Them and Why We Lose Them)” is available on Amazon. In the past 20 plus years of working key B2B Deals from both the selling and buying side, I’ve distilled my experience to four critical things that we, as sellers, routinely do that make it challenging for customers to award us the business.
These conclusions have resulted from many discussions with buying executives about why they chose, or did not choose a particular supplier as well as won-lost analysis on the selling side. My observations were that these four issues kept coming up consistently in the case of lost deals. Several years ago, I started focusing on these four areas in my practice and saw firsthand, if we can avoid these common mistakes, our odds of winning (and winning big) will go up dramatically.
The Irresistible Value Proposition
Book two in the Must-Win Deals series, “The Irresistible Value Proposition (Make the Customer Want What You’re Selling and Want It Now!” is available on Amazon [provide link]. I would argue that your Value proposition is the definitive output of any selling motion, and yet value is perhaps the most misunderstood concept in business.
The purpose of the Value Proposition is to differentiate you from the customer’s most likely alternative (MLA) – and in the process, get then excited about the prospect of doing business with you now! To be truly irresistible, it should 1) clearly link to the key buying influencers top priorities; 2) highlight the incremental value to the alternative; and 3) use the customer’s metrics for success.
The Compelling Proposal
Book three in the Must-Win Deals series, “The Compelling Proposal (Make It Easy for the Customer to Buy From You” is available on Amazon [provide link]. Instead of a “check box” exercise, your proposal can be a strategic tool to bridge your selling activities and the negotiation.
To be truly compelling, your proposal should achieve the following objectives: 1) reinforce trust; 2) set up the right negotiation; 3) establish credibility; 4) manage uncertainty; and 5) allow the customer to buy and make it easy to sell internally. All of this can be achieved with just seven simple slides.