Many of you are trying to close deals with your prospects this week and next to finish the year or quarter on a high note. So, I have a question: Have you included an implementation plan discussion as part of your buyer’s evaluation of your company and its offerings?
I learned years ago from Michael Bosworth’s CustomerCentric Selling that sellers lose to No Decision, Inc. or an actual competitor because the buyer doesn’t embrace at least one of the following stories: Usage, Value or Implementation.
Many sellers have now been trained to show buyers how to use their offerings and the value of that usage – think ROI calculations and Cost v. Benefit tables. But, what about the implementation story?
When the buying organization feels unsure in their (and your) ability to deliver or only have a vague notion of how to achieve success, your opportunity is at risk. Often, your buyers will hide this squishiness out of embarrassment or mistrust. In their minds and possibly in their internal meetings, they may be saying,
“I understand what this is, I understand it’s value,
I just don’t understand how WE can get there.”
So, they decide to do nothing or worse, go with a competitor who has gained agreement on the implementation plan, even if only at high non-detailed level.
What can you do NOW if you find yourself wondering whether your buyers understand the implementation story?
Try the following.
Look at your current open opportunities and ask these five questions:
- Have I shared a customer implementation success story?
- Do my buyers know how THEY are going to get from their current situation – where they are now without you and missing out – to successfully reaping the benefits of my stuff?
- Have I worked with the buyer’s implementers to outline and gain agreement on expectations and processes for both sides for their implementation?
- Are questions #2 and #3 documented, shared and agreed to?
- Do the main influencers and implementers believe all of the above?
If you have five “Yes” answers, good for you! If you don’t, and your buyer hasn’t told you they are ready to buy, perhaps you need to request a conversation to focus on the implementation.
And by the way, you should also consider the implementation discussion a potential disqualifying tool: If you don’t have five “Yes” answers, AND they haven’t given you a solid verbal buying signal, AND they don’t feel a need to have an implementation conversation, it’s time to question whether you will ever close the opportunity.
SalesReformSchool Food for Thought
Before ultralight weight laptops and notes apps that seamlessly flowed through all my digital devices, I took notes in internal and sales meetings on yellow legal pads. Spiral notebooks or even fancy paper-based notebooks never worked for me because I’m left-handed.
Then, a few years ago I switched to digital note-taking either on my iphone or laptop for utility – my handwriting is awful and I didn’t like having to type my notes up for emails, CRM or otherwise. I did, however, feel at times that something was lacking or missing in my notes and understanding. I also recognized that using an electronic device while in person on sales calls was much colder and impersonal than pen and paper. Was I hurting rapport (already a worry for me for other reasons)?
After reading this article and this one, I’ve returned to taking handwritten notes for in person meetings. It’s been a couple months now, and although I can’t measure the difference, I do feel my interactions are richer. Also, by slowing down and having to type up my handwritten notes, I have a better understanding of my conversations. Think about it.
What do you think? Type or Write?
Christmas, Chanukah, Kwanzaa, Festivus or just a winter break – whatever your fancy, you are likely going to get together with friends or family soon. What are you going to do? How about a game? I have a friend – you know who you are – who says he can’t be friends with someone who won’t play. A little drastic for me, but I get it. Tons of fun. You’ll laugh, you’ll cry, you may be embarrassed, but all in good fun.
Happy Holidays and Good Selling!
P.S. I’ve had some interest lately in providing keynote addresses for year-end or new year kickoff programs based on some of the things I’ve written you about. Email or call me if you want more information.
P.P.S. Did you like this email? Any comments you’d like to share? Please post a reply or email me and consider sharing this post!
Through SalesReformSchool, I am available to you for Sales Process Design, Sales Messaging Creation, On-boarding/In-boarding Sales Team Workshops, Keynote Addresses, Facilitation, Group or One-on-One Coaching, Pipeline Reviews and other Sales Management Consulting.