By Bill Stinnett
The way to seize consumers via studying to imagine the best way they do the most typical criticism invoice Stinnett hears from his company consumers is that would-be proprietors and providers "just do not comprehend our business." In imagine Like Your client, Stinnett explains why the most important to touchdown company consumers is to benefit to contemplate the issues executives and enterprise vendors take into consideration and know the way they make advanced deciding to buy judgements. Drawing upon his years of expertise as a Fortune 500 advisor, he deals revenues and advertising execs a robust framework for figuring out the interior workings of a company; figuring out what motivates its executives and impacts their procuring judgements; picking a company's organizational constitution and decision-making psychology; and utilizing that info to strengthen a successful procedure for influencing how and why the client buys. additionally, you obtain: good advertising insights brought in a enjoyable, breezy sort via a best company advisor and seminar chief professional how you can maximize the worth and profitability of relationships with company consumers and shoppers
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Additional info for Think like your customer: a winning strategy to maximize sales by understanding how and why your customers buy
What if you don’t . . ” 5. “How would you . . ” “How do you plan to . . ” 6. “Is there any downside . . ” “What are the obstacles . . ” “What could go wrong . . ), as much as with the substance of W h at C u s t o m e r s R e a l ly Wa n t your questions. By asking these questions, you are asking about the things that really drive buyer behavior and enable you to better understand the quality of the sales opportunity at hand. These drivers could be strictly business related, personal, or both.
We may also have to help plant managers and CEOs understand how their corporate-level initiatives are made possible, or perhaps made more effective, by certain functional capabilities, such as systems integration. We will go much deeper into the concept I call “translating business value” in Chapters 4 and 9. The Diagnostic Approach What has been described here represents a major departure from the way many of us have been taught to sell. This approach takes the focus off the product or services solutions that we sell.
Corporate managers develop a list of goals and objectives through a process of valuation and prioritization, either formal or informal. Factors that inﬂuence prioritization could include: • • • • • • • Return on investment of money, time, and other resources. Availability of those same resources. Competitive threats. Market opportunities. Stated objectives or promises to various stakeholders. Alignment with company values and mission. The personal or professional agenda of any particular person involved in the prioritization process.