3 ms·

I actually just saved a tweet this weekend that lays it out really simply: https://twitter.com/janvmusscher/status/1581254065274892289?s=46&t=5HPGns392tmt687ycO

by dchuk 4y ago

I actually just saved a tweet this weekend that lays it out really simply: https://twitter.com/janvmusscher/status/1581254065274892289?s=46&t=5HPGns392tmt687ycO_hTQ https://twitter.com/janvmusscher/status/1581254065274892289?... “Huge clarity if you structure your sales call like this: > Uncover where they are now (A) > Uncover where they want to go (B) > Uncover what's stopping them (C) Then pitch your offer as the solution to C”

ignoramous 4y ago
From what I've read: If you haven't got C, either build the missing parts (assuming that the customer is the right one) [0], or find another customer [1]. If you realise they don't really need B that much, then no amount of sales is going to help you [2]. Time to pivot based on A or find a new B? [0] Chasm crossing - A Pennarun, https://archive.is/cHeKx https://archive.is/cHeKx [1] Users you don't want - M Seibel, https://archive.is/tCCLa https://archive.is/tCCLa [2] Making something people want - T Blomfield, https://archive.is/8IDcl https://archive.is/8IDcl
q7xvh97o2pDhNrh 4y ago
That's a great summary. Personally, I'd add just one more before the pitch: (D) Uncover how amazing their future would be, if they could resolve what's stopping them You want them to be articulating the implications of a solution — i.e., the benefits — so that they really feel the need. Then you don't even have to pitch that hard; you just gently offer your solution to resolve the need they're actively feeling. (As a bonus, you also get to hear the benefits in their words. That lets you use those words to refine your sales pitch for the next prospect.) Anyway, these 4 steps are really just a Twitter-ified version of SPIN Selling by Neil Rackham [1] — a book which, despite its age and its title, is a very good sales book. (The reason its so good is because it's one of the only ones that uses actual data. They studied many actually successful salespeople, identified the patterns and formed hypotheses about what works, then taught that to new/struggling salespeople to validate their hypotheses. The SPIN acronym is the mnemonic for what they found.) [1]: https://www.amazon.com/SPIN-Selling-Neil-Rackham/dp/0070511136 https://www.amazon.com/SPIN-Selling-Neil-Rackham/dp/00705111...

by dchuk 4y ago

ignoramous 4y ago

From what I've read: If you haven't got C, either build the missing parts (assuming that the customer is the right one) [0], or find another customer [1]. If you realise they don't really need B that much, then no amount of sales is going to help you [2]. Time to pivot based on A or find a new B? [0] Chasm crossing - A Pennarun, https://archive.is/cHeKx https://archive.is/cHeKx [1] Users you don't want - M Seibel, https://archive.is/tCCLa https://archive.is/tCCLa [2] Making something people want - T Blomfield, https://archive.is/8IDcl https://archive.is/8IDcl

q7xvh97o2pDhNrh 4y ago

That's a great summary. Personally, I'd add just one more before the pitch: (D) Uncover how amazing their future would be, if they could resolve what's stopping them You want them to be articulating the implications of a solution — i.e., the benefits — so that they really feel the need. Then you don't even have to pitch that hard; you just gently offer your solution to resolve the need they're actively feeling. (As a bonus, you also get to hear the benefits in their words. That lets you use those words to refine your sales pitch for the next prospect.) Anyway, these 4 steps are really just a Twitter-ified version of SPIN Selling by Neil Rackham [1] — a book which, despite its age and its title, is a very good sales book. (The reason its so good is because it's one of the only ones that uses actual data. They studied many actually successful salespeople, identified the patterns and formed hypotheses about what works, then taught that to new/struggling salespeople to validate their hypotheses. The SPIN acronym is the mnemonic for what they found.) [1]: https://www.amazon.com/SPIN-Selling-Neil-Rackham/dp/0070511136 https://www.amazon.com/SPIN-Selling-Neil-Rackham/dp/00705111...