“Identify that one big benefit, and you’ll make it a lot easier to show the value you’ll deliver. You’ll also make it easier for your prospect to champion the decision.” – Ian Campbell in today’s Tip 1648
Do you identify that one big driver for the decision and help your prospect understand that one big benefit?
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip comes from Ian Campbell. Ian is the CEO of Nucleus Research and author of the Wall Street Journal bestselling book “The Value Sale.” He’s trained 1000’s of sales professionals on ROI analysis and teaches at Babson College and Florida International University. In his spare time races Ferrari’s in the Ferrari Challenge series. Here he is:
Ian Campbell: Hi, everyone. I’m Ian Campbell. You may be able to build a successful business case for your prospect with just one benefit. I know that may seem odd. Isn’t building a business case a consulting effort? Don’t you need lots of time and analysis to deliver a long report? Well, not always.
We found sales deals are typically driven by one or two primary benefits. Sure, there are lots of reasons why someone might buy your product, but they’re usually one or two things that really matter. Identify that one big driver for the decision and focus your energy on helping the prospect understand the magnitude of that one big benefit. Not only might that be enough to satisfy your prospect, it might be clear enough for your prospect to easily champion your solution to other decision-makers.
If you can, look for a benefit that will cut through the noise with something tangible. For example, a new technology solution may streamline communications with suppliers, and that’s a fine benefit. But you may want to point out the savings your prospect will receive in reduced technology costs. That one benefit may be enough to justify the decision, and a savings in reduced technology cost is a lot clearer to understand.
Don’t lose sight of the fact that you’re trying to close a deal, not trying to build the perfect business case. Identify that one big benefit, and you’ll make it a lot easier to show the value you’ll deliver. You’ll also make it easier for your prospect to champion the decision. Thanks for listening.
Scott Ingram: For links to connect with Ian and check out his book “The Value Sale”, just click over to DailySales.Tips/1648. Once you’ve been over there, be sure to come right back here for another great sales tip. Thanks for listening!