Промышленный лизинг Промышленный лизинг  Методички 

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from now? Where do you find your customers? Have you benchmarked prices to your main competitors? Who are your main competitors? How long have they been in business? Where are they located? Would you be hiring any of their people? Where would you find people to hire here at Princeton Printing?

Chris then introduces the value of Fidelity Federals solutions: You know, Pat, Fidelity Federal has been serving the small business entrepreneur for over thirty-five years now. We offer many products, ranging from cash management services to on-line banking solutions. Most of our customers want more than just a loan. They want other services as well. Let me explain what we can do for you here at Fidelity Federal.

Chris proceeds to describe the various banking services and financing terms and leaves Fidelity Federal materials for Pat to review. At the end of the call, Pat requests some additional materials, which Chris sends right away.

In following up, Chris learns that the customer doesnt see the need for the additional banking services Chris talked about. Pat only wants a loan. Im not sure why I didnt sell that account, Chris says. I thought Fidelity Federals solution was right for him.

What went wrong?

Chris introduced his value proposition too early in the sales cycle, before he had probed to see how strongly the client needed the additional banking services he was selling. Because the sales call focused on fact and background questions, Chris failed to uncover



and develop the customers needs. He also fell into the sales trap of being a walking brochure, communicating value instead of creating it. (For information on the problems of communicating value, see Sales Trap 11, Providing Information About Products and Services Creates Customer Value. )

Heres what would have worked better:

After the pleasantries and after explaining the purpose of the call, Chris asks Pat if he may ask him a few questions. Pat agrees, and Chris begins.

Chris: How many other printing locations do you have, Pat?

Pat: At the moment, we have three, but by the end of the year we expect to add two more.

Chris: I see. Are these three other offices within the city?

Pat: No, they are located in rural areas.

Chris: Okay. Do you ever have any problems with the deposits from these offices being posted immediately?

Pat: Occasionally, there is a delay in our deposits being credited immediately because of posting errors. But, I understand how things like that happen.

Chris: I understand. But, tell me, when these deposits arent posted quickly, does that ever lead to overdrafts?

Pat: Yes, that has happened, but I just use my credit line to cover it.

Chris: Your solution seems to be to draw on your credit line. So, let me clarify my understanding, does that ever seem to you like you are solving the wrong problem?

Pat: Yes, but what choice do I have? I dont want checks to my suppliers to be returned.



Chris: Of course, you dont. But tell me, how would it be helpful to you if you were able to reduce these posting errors and not have to draw on your credit line?

Pat: Well, I guess it would not only reduce my interest costs, but also be less hassle because I wouldnt have to track down the delays and the reasons behind them.

Chris: Would reducing posting errors and eliminating interest charges on your credit line be something that you would like to explore a solution for?

Pat: I admit you have aroused my curiosity. How could you help me?

Chris: Well, Pat, we have a cash management service for those clients who have their loan business with us. . . (the conversation continues).

If the value doesnt outweigh the cost, customers wont buy.25 ACTION POINTS

4 Keep your briefcase shut until youre sure the customer sees the value in your solution.26 Wait until youve figured out how your solution may be more valuable to the customer than your competitors, so that you can justify your price and the customer can justify the cost.

4 Does the customer see the value in solving the problem? If so, what is it? The fact that the customer cant initially think of much value in solving the problem may speak louder than words. It gives you the message that the customer may not perceive the same value that is apparent to you in the solution.

4 Know when to offer your solution. Two things must happen first: (1) You should understand the customers needs thoroughly, and



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