Solution Selling

Creating buyers difficult selling markets

0786303158

Michael T. Bosworth

Notes

…the seller must get the buyer to admit pain to him personally. This is the seller’s proof that the buyer deems him trustworthy – both sincere and competent…9 Boxes is not very useful if the seller will not admit pain. A buyer will not admit pain until the seller has proven himself competent. 

9-Block Vision Processing model

  • Column headings: 
    • Diagnose Reasons
    • Explore impact
    • Visualize capabilities
  • Row headings:
    • Open: who, what, when, why, how 
    • Control
    • Confirm

Reference Story Format – we are telling our buyer via a story how our product could be used or could help someone very much like our buyer. 

  • Situation: buyer’s job title and industry
  • Critical issue: pain of the buyer
  • Reasons: business reasons as pulled out of the 9-Block model.
  • Vision: buyers capabilities he said he needed to solve his problem.
  • We provided: seller gave him those capabilities.
  • Result: Specific measurements

Telephone Script: This is [Name] with [company]. We have been working with [industry] for the past [#] years. One of the chief concerns we are hearing from other [job title] is their frustration with [“wordsmithed” critical issue]. We have been able to help our customers deal with this issue and I would like an opportunity to share with you how….you are looking for the buyer to say “tell me more.”…In 20 seconds with the phone script, a seller is asking a buyer, are you curious how someone with your job title in your industry has already figured out how to solve a problem that you might also have?

I have seen more sales won using cost savings than all other measurements combined. 

Solution Selling is about keeping control while letting the buyer direct himself. I believe the buyer should  be a buying facilitator. People love to buy, but hate to feel sold. When people buy, they are taking action to satisfy one of their own needs. 

Sponsor letter components

  • Pain
  • Reasons
  • Vision
  • Agreement to explore
  • Bargain / hooks
  • Proof / plan proposal

Letter Edit Stamp:

  • Critical issue:
  • Reasons: 
  • Vision: 
  • Agree to explore further: Y/N
  • Bargain / Hooks: Y/N
  • Proof / Plan Proposal: Y/N

Buyers wring the washcloth – the seller is the washcloth. 

Farming Algorithm: So if I am a salesperson for this company, my quota for one sell cycle of six months is $600,000 (or $100,000 / month). If I know I will close 50% of my C pipeline, how much will I always need in my C pipeline to cover quota for one growing season? $1.2MM. Therefore, the goal for C pipeline dollars is $1.2MM. We want every salesperson to always have $1.2MM in C’s. That means if you have 50% close rate on C’s, and you close an order for #300k, you have to add another $600k that month to C’s.