After decades of conducting lost sale ‘post mortems’ for clients, one fact stands out – prospects are overloaded with information. This fact is critical to understanding why prospects do not invest the time required to fully comprehend the “brilliance” of your product or service. Even if they try, they frequently map your promoted feature/benefit data points into their world incorrectly. The reality is prospects make better decisions when you translate your unique product or service capabilities into their world for them. That is where they live, work and, most importantly, make buying decisions.

To help prospects understand the value of your offering, there are two universal communication objectives for every sales call:

1. Bridge the communication gap between you and the prospect’s world.

2. Communicate in a way that will help shorten the overall sales cycle.

The first objective starts by scrapping the stereotypical features and benefits data dump. Spending the entire sales call blathering on about features and benefits sends the prospect into screen saver mode and usually ends up with the dreaded dead-end stall, “I need to think it over.” The best option can get lost in this process and the low-price alternative prevails more by default than by choice.

The communication gap solution is to introduce your products and services based on their Differentiating Value. Differentiating Value (DV) is what separates you from the competition. It goes beyond core competencies and all the generic quality, service and support taglines promoted by many businesses today. DV is what you deliver that is unique and /or better than the competition (aka – your unfair competitive advantages). More importantly, it is what prospects give up (i.e. lose) when they decide not to do business with your company. When prospects figure out life in their world without your DV, their decision process becomes focused more on your solution and not solely on your price.

This discovery can also move your product or service from the “nice to have” luxury to a “need to have” priority.

The Differentiating Value concept is the cornerstone of qualifying and has earned a place on our Top 10 Rules for CRO success.

If you are not clear about what makes you worth more, you will always compete on price.

The process for determining your Differentiating Value is based on viewing your offering from the prospect’s world and answering the No prescription cialis buyer regarding the final selection decision.

Summary

The first Differentiating Value-based sales objective is to establish your unique product or service value Cialis Professional platform with the prospect. The prospect must understand and see the new options, possibilities, and consequences your Differentiating Value addresses. As stated previously, if the consequences of not doing business with you truly don’t affect your prospects, then they are not prospects. However, if they align with wanting/needing your Differentiating Value, you have a first-level prospect and the sales cycle has now officially started.

© CRO Success LLC – 2010 – All Rights Reserved.

Author Bio: Carl Moe is the author of “Sales Revenue System 2.0/Your Chief Revenue Officer B2B Success Model” & founder of CRO Success LLC – a Minneapolis-based corporate resource for installing Revenue Systems in growth-oriented companies. He holds an engineering degree & MBA from the University of Michigan and has conducted business in 14 countries outside North America. To learn more, please visit http://www.CROsuccess.com.

Category: Business Management
Keywords: CRO,CRO Success,Carl Moe,Chief Revenue Officer,Differentiating Value,Bankable Forecast,qualifying