“Take the time to define, document, and rehearse your purpose benefit check before every customer meeting.” – Leon Baumann in today’s Tip 1682
Do you rehearse your purpose benefit check before your customer meeting?
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Transcript
Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip comes from Leon Baumann. Leon’s focus at Dell Technologies and his career are centered around being a Champion for his Clients. While he has been engaged in B2B Sales for over 2 decades in Tech, he has found much more joy and success by focusing on Human to Human Helping (H2HH) as his approach. Here he is:
Leon Baumann: Hello, Daily Sales Tips listeners. I’m excited to share some experience to help you all become better sellers and better serve your customers. And today I’m going to focus on something I picked up from a class I took a few years ago from Craig Mortman at Kellogg and now incorporate into all of my sales meetings. It’s called the Purpose Benefit Check.
Do you want to start your meeting with your customer with a confirmed intent and understanding while giving them the opportunity to adjust your course of action? I certainly hope so, and that’s what the purpose benefit check is for. This is something that I write out, edit, correct, and optimize before every customer meeting, and it’s something I send out to my team as well that’s going to join that meeting so that before the meeting, they can have a chance to correct or adjust along with me, or to simply make sure that we’re all on the same page. An example of a purpose benefit check could sound something like this.
First, the purpose. In today’s meeting, we’re going to review the current state of your multi-cloud strategy, some of the objectives you’re trying to deliver this year in that program, and the outcomes that this program is expected to deliver to the business. Again, that sounds like a purpose. Now getting into the benefit. By reviewing this today, we’ll have the best possible opportunity to partner together to help you deliver these outcomes, and we’ll explore how, in this case, my company can help you accelerate your journey in the program. Again, by reviewing this today, we’ll have the best possible opportunity to partner together to help you deliver these outcomes, and we will explore how my company can help you accelerate your journey in the program. That sounds like a benefit, doesn’t it? Then you wrap it up with a check. Does that sound good to you? Are we on the same page? Simply asking for their confirmation that they’re in the right meeting for one, and two, that their intent aligns with yours.
Now, I would expect every one of you to have your own version of this opening and have your own version for just about every meeting, whether that be a discovery meeting, a proposal review, a meeting with your champion, or maybe an executive that you never met before. In my experience, if you start the meeting out with a confident delivery of why you are meeting and the benefits you expect your customer to achieve, your customers will appreciate your pre-planning and be that much more engaged in the dialog.
Take the time to define, document, and rehearse your purpose benefit check before every customer meeting. Your customer, your quota, and your career will be glad that you leveled up to deliver this type of experience. If you want to learn more, feel free to reach out to me on LinkedIn. Join the Sales Success Society to engage with other top sellers, focused on helping our customers and getting better at our craft, or heck, even sign up for the mastering sales course from Kellogg. You’ll be glad that you did. Thank you and have a great day.
Scott Ingram: For a link to connect with Leon, just click over to DailySales.Tips/1682. Once you’ve done that, be sure to come back tomorrow for another great sales tip. Thanks for listening!