Промышленный лизинг Промышленный лизинг  Методички 

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For example: Is the fact that Consumer Reports magazine ranks our product #1 in quality and value more important to you than the fact it is X dollars more expensive than product Z?

SALES TRUTH 10: Satisfy customers decision criteria the way they rank them to differentiate your offerings.



sales trap 11:

Providing Information About Products and Services Creates Customer Value

Salespeople are sadly mistaken if they think that by communicating information about products and services-such as new pricing, new discounts, and product data-they are creating value. Thats a fallacy based on outdated market information and old research. These days, customers can get this information from the Internet. Current research shows that concentrating on information causes the seller to focus too much on solutions and not enough on customer problems, needs, and concerns.

WALKING BROCHURES

I call salespeople who give too much information walking brochures. Weve all been approached by the salesperson who dispenses a lot of information and talks at the customer, not with the customer. The following exchange is between John, a consultant with Solar Systems Solutions, and Andria, the manager of information systems at World-Tech. John is calling on Andria and hopes to sell her a new software package that Solar Solutions has recently developed.

John (Consultant): Andria, you are going to be excited about a new product that we launched fifteen days ago. You asked me nine months ago if I thought we were going to bring something to market that would integrate the hardware and software from your manufacturing, marketing, and accounting departments. Well, we are going to be introducing this solution to the marketplace on May 1. Apparently, our beta-test results have exceeded our own expectation levels.

Let me tell you all the things it will be able to do for you. (A

twenty-minute monologue ensues, in which John provides Andria



with all the test results and tells her how this new software will help her improve the communication effectiveness between her departments.)

Anuria: (as John has to stop talking to take a breath of fresh air) John, how much does this cost?

John: Well, it is not all that much when you consider what it will do for you. For example, just think about how quickly the marketing organization will be able to update your sales force regarding pricing changes. Because of this rapid notification process, your customers will not be claiming that they werent notified about price increases. Moreover, . . .

Anuria: (now she needs to interrupt John) John, how much do you estimate that your solution will cost us?

John: Oh, approximately between $1.3 and $1.5 million, but the value you will be getting will more than offset this price. Let me tell you about another benefit of our product that I hadnt mentioned. . . . (John continues to ramble for another ten minutes.)

Andria: John, as you say, there sounds like there is some value in your new product, but it doesnt have that much value to me. Thanks for stopping by.

John: But . . .

Andria: Good-bye, John!

Salespeople like John think that by communicating information, such as new pricing, new discounts, and product data, they are creating value. Most of the prospects and the sellers time spent dispensing information in this way is simply wasted. Salespeople who focus on the product or service theyre offering are not learning what value means to the customer.



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