The Seller begins by saying:
“We are likely to cover a lot of ground in our meeting today or in subsequent meetings, and at some point we will get to the place where a decision or decisions will need to be made.” Here’s the question:
Then the Buyer responds:
As a seller…how many interviews have you initiated using this introduction? Based on market research, probably not many. But, considering the entire sales process, what could be more important than to have a decision track?
If the buyer has no basis or methodology for which they make a decision, how can the seller align their presentation and/or offering to gain an accurate decision? And, if the seller is not prepared with their own alternative model to introduce to the buyer, then maybe there is some homework to do.
By asking this question, the seller has plowed the fertile ground of decisioning with the buyer which should take the focus off of products and services and placing it squarely on the decision process.
There are scores of methods and techniques that anyone could snatch off the Internet. But, many are like the following:
Analysis Grid PMI
Force Field Analysis
Six Thinking Hats
These examples (and countless others) are obviously complicated and confusing simply by judging the titles. A more universal approach would be to adopt a model or system that most anyone could understand. That model could include (among others):
A tested and successfully proven system over several years
Works with both big and small issues and events…a universal system
Requires interactivity, agreement, effective and decisive communication
Ideally it would include a simple and transferable graphic element
It is logical, “easily and quickly” communicated and it develops trust
It is consultative rather than “hard selling” in delivery and presentation
It serves as a very early and continuing qualifier or eliminator
It works across most any industry market, product or service
It is a transferable model and can be understood at most ages
The added benefit of a model is that it will be much easier to track and break down any sales, presentation problem or issue by analyzing each step and their progressive requirements.
On the other hand, if by chance the buyer does have some form of methodology to guide them, you as the seller can get on the same page very quickly and both parties will realize that the entire sales process has been professionally elevated in that situation.
Even with the extra effort to execute and monitor this process, the goal in all of this should be more accurate and rewarding decisioning for both the buyer and the seller. That’s good for everyone.