Develop a product
with specific utility – functions, features, and potential benefits that
are relevant for an identified set of potential users.
Identify such users
as specifically as possible – in the form of an actual means for reaching
them – names, titles, addresses, phone numbers, common "events" where
you and they can be face-to-face, either individually (an in-person
“call”) or collectively (an industry conference) or through some
intermediary (direct mail letter or via print-media or other types of
understand the issues that your
intended users see as “hot.”
Surprise To Win:
of your product and then back to the
potential benefits that users would realize if they were to start
using your product.
Relate those issues to the functional capabilities
Figure out any additional “collateral” to be associated with
selling/purchasing the product (added benefits, incentives, etc.).
the simple facts that the product exists
and that it is available for
purchase and is ready to use immediately.
targets identify their own situation
with the characteristics of the product.
Selling Is Problem
to take some type of pro-active action (calling for more info, calling you
to chat, inviting you to come see them, inviting you to call them,
showing up to participate at an “event”).
It's amazing how many companies never actually ask their targets to make
a purchase decision.
Ask for the order.
(1) to cement this present sale, (2) to establish that your company is
the solution source (to support future sales opportunities), and
(3) to get referrals and personal introductions to other likely sales
Design and implement your
sales follow-up program
Creating Customer Value:
9 Questions To Answer