Промышленный лизинг Промышленный лизинг  Методички 

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A Convenience

A Accountability

A Service

A Dependability

A Reliability

A Customer service

A Industry expertise

A Quality

Objective criteria that apply to many industries include: A Price

A Rate

A Fees

A Size

A Payment terms

A Contract length

A Specific terms and conditions

A Warranties

A Speed

A Paper capacity A Guarantees



STEPS TO CONVERT SUBJECTIVE CRITERIA TO OBJECTIVE

The consultative salesperson should use a three-step process to convert subjective criteria into objective, measurable ones.

1. Seek the customers definition. Ask the customer to define a particular criterion. For example, you might ask, Allison, what do you mean by service? or How do you define service, Allison? Listen for things that are measurable or specific. The customers definition of service might be defined as four-hour response to service calls or pages. Four hours is specific and objective. It can be measured. Hopefully, its an expectation you can meet.

2. Quantify the customers definition. If the customer doesnt offer any specific definition that can be measured, then you might offer one. For example: Emily, you felt service was critical in your decision process. Would a 98 percent up-time on this product meet your standard for excellent service?

3. Find out how critical these new quantified criteria are to the customer. Once a subjective criterion has been objectified, the salesperson needs to know where it is on the customers priority scale. For example: Emily, you stated that 98 percent up-time would be considered excellent service, but tell me, is this 98 percent availability more important than price, or is it less important?

Neil Rackhams research established that people basically go through three steps when they make a decision to evaluate a solution:

1. They list their decision criteria.

2. They prioritize their criteria.



3. They select the alternative that meets these decision criteria the best.8

Salespeople need to keep the third step in mind. Salespeople create customer value by identifying how the customer measures the decision criterion and then ensuring that the sellers solutions meet these criteria better than competitors solutions.

ACTION POINTS

4 Ask buyers what their decision criteria are. Some people may not have thought through their criteria. Experts are more likely to be able to answer this question than first-time buyers. Many salespeople forget this step.

4 Discover how the customer ranks the criteria on a critical to irrelevant scale. Ask, ask, ask.

4 Explore the reasons for the customers ranking. Customers will often change their criteria before they make a decision, so its important to know why a particular criterion is of value to them. Value and benefit questions are helpful here. For instance: Why is 98 percent up-time so important and critical to your operation? Why is four-hour response time key?

4 Transform subjective criteria into objective criteria. Remember the three steps in converting a subjective criterion into an objective one: Ask the customer to define the criterion, ask about other measurables that you know could be used, and ask how important this new definition is to the client. Assist the customer with your own ideas for measurement. (Its always helpful if you ask the customer, rather than stating measurement criteria). For example: Could you or do you measure quality in terms of Consumer Reports rankings? Find out how the customer compares this new definition of the subjective criterion against other critical criteria.



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