De Commoditizing Yourself
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The document discusses concepts related to selling and the sales process. It defines a commodity as a product that customers see as the same, not valuing any differences, and being price sensitive. It emphasizes being prospect-centered by focusing on their problem, process, and motivation rather than one's own interests. It also stresses the importance of understanding why prospects buy, qualifying them, commanding their attention by focusing on their pain, and identifying differences and consequences between options without immediately problem-solving for the customer. The overall message is to avoid getting in one's own way and focus on the customer's perspective and needs.
De Commoditizing Yourself
- 1. © 2010 Caramanico Maguire Associates, Inc. A Definition Of A Commodity1 • Its from the prospect’s perspective • Products look the same They may not actually be the same Prospect doesn’t value the difference Prospect doesn’t see the difference Prospect doesn’t understand the difference • Price Sensitive
- 2. © 2010 Caramanico Maguire Associates, Inc. Three Underlying Concepts2 • Be prospect centered • People buy to avoid pain • Don’t get in your own way
- 3. © 2010 Caramanico Maguire Associates, Inc. Me vs. Prospect Centered3 Principal Activity My Company/Product My Process & Timing Pressure to Close Prospect’s Problem Prospect’s Process Motivation to Buy Self Promotion Managing Conversation Who’s Talking Salesperson Prospect Where’s the Focus Salesperson Prospect Where’s the Focus Excerpted from “The Sales Process”
- 4. © 2010 Caramanico Maguire Associates, Inc. • Customer has a need • There is a compelling reason to proceed • Pain • Urgency • The customer is focused on us • We know the decision process • We have discussed money in detail and there is enough • We have developed a relationship Understanding Why Prospects Buy4 Qualify the Prospect Excerpted from “Qualifying the Prospect”
- 5. © 2010 Caramanico Maguire Associates, Inc. • No fear • It’s not a technique - it is our “presence” • Focus on them • Ask tough questions • Risk embarrassment Focus on us means Command Their Attention Excerpted from “Commanding the Prospects Attention”
- 6. © 2010 Caramanico Maguire Associates, Inc. • Symptom - The presenting Problem • Problem – The Real Problem • Consequence • Reaction Pain is usually below the surface Excerpted from “Developing Urgency”
- 7. © 2010 Caramanico Maguire Associates, Inc. Identify Differences & Consequences5 DIFFERENCES •We are faster •We have experience •We provide X CONSEQUENCES •We are backlogged •We hate training consultants •Not having X causes us problems
- 8. © 2010 Caramanico Maguire Associates, Inc. • It’s a conversation • Ask the tough questions • Focus on the pain around the differences • Don’t bail them out • Don’t pounce • Don’t problem solve • Resist the urge to present See if they care about the consequences
- 9. © 2010 Caramanico Maguire Associates, Inc. • Don’t let your self-limiting beliefs get in the way • Don’t let your Buy-cycle get in the way • Sell yourself first Don’t Get In Your Own Way6