Beyond Selling Value

Chapter 2“Bare Bones and Brass Tacks”

The IMPAX Process

Takes the things most successful value-oriented salespeople do by instinct and puts them into a system so they’re done by design:

Research Communication Presentation

Research

Data (10K reports, magazine articles, company website)

Information (Needs analysis, insider)

The coach network Research meeting

Communication

Leverage research in 2 ways:

Gain access to true decision makers Deal with gatekeepers effectively

Cold Calling and Getting Past the Decision Maker video Jeffrey Gitomer “How to Get Around the Gatekeeper”

Presentation How do research and

communication lead to more than a “show up and throw up presentation”

Premises Senior level decision makers more

likely to buy based on your knowledge of them and their business than your products

Meeting with decision maker is single most important selling process event

Only one chance to make a good first impression

Early and continued access to decision maker is vital

The power of presentation exceed power of demonstration or discussion

Must prove business fit before you prove product

Strategies

Research from bottom up to help you gain support and access (helps eliminate assumptions)

Sell from top down at all levels (especially important with emphasis on value) Intimidating with Product Knowledge video

Focus on business fit, not product fit

Effective selling

“It’s been said that trust building is the number one business skill of the future. How you sell can have a dramatic impact on the degree to which your customers trust you.”

Warning Signs

Currently perceived as a vendor Price focus No coach Gatekeeper in the way Sales cycles long

Conclusions Benefits of process:

Shorten sales cycle Assess probability of sales early Become true resource to customer Manage expectations Differentiate Elevate project priority Continue to improve relationships Close value well

Selecting the right targets is key