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“SMALLTOFEDS” By Ken Larson
‘Values-Based’ marketing does not relate to a client’s perception of your product or service value. Rather, it relates to your understanding of the client’s personal values and using that knowledge to motivate the client to buy.
It occurs when you become uniquely aware of what motivates specific personnel internal to a customer company, a buyer or a prospective teaming partner to make favorable decisions regarding your product or services.”
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“Combine the details of your product or service with some transition suggestions regarding how a client can make the leap from where they are now to where you can take them without totally disrupting how they operate at time now. Understand that to sell the services and the product you are offering you must provide a bridge for those who do not have your vision of the end game. It is a simple fact of life that your sales techniques must provide practical suggestions in getting your client off a blank sheet of paper as to how your concept could be brought internally to their organization. That can only occur if you are sharp enough and aware enough of their existing processes and systems, status, plans, budgets and funding to offer them a path to follow. This type of market research is a tough order but you will not sell effectively without it. Sometimes clients will not disclose personal values and organization value systems until you are engaged with them and at that time you must be sympathetic to transition issues, think on your feet and evolve a way to get to your sales objective; not just insist that they change dramatically to accommodate your concept.
‘Values-Based’ marketing includes answering the following 5 strategic questions:
1. Who is your client? (personal traits and proclivities) 2. Where is your client located in the organization and what role and authority does he or she hold? 3. What are the driving factors that will motivate the client to make a buying decision in your favor? 4. How to best lead the individual client to the conclusion you wish them to make in buying your product or service? 5. Why is your product or service the best to further the client’s personal value system and motives?
It is a simple fact of life that your sales techniques must provide practical suggestions in getting your client off a blank sheet of paper as to how your concept could be brought internally to their organization.”
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