Introduction:Getting Into Your Customer's Head Using the Buy-Learning Process

Here's a sample from
the "15 Biggest Mistakes" report:

Rule 7: Do they identify enough of the customer's buying criteria before they present.

Studies show that the more buying criteria on the customer's mind, the less important is any single one (such as price) is to the purchasing decision.

Here's a sample from
the "10 Biggest Mistakes" report:

Rule 7: Failure of the 80/20 rule:Spending 80% of your time with the bottom 20% of the sales people.

(key: Spend time with the middle group, "emerging contributors")

Introduction:Getting Into Your Customer's Head Using the
Buy-Learning Process

Why and how to get closer to your customers
Understanding the customer's thought process
The single biggest mistake salespeople make
How to get customers to buy faster
Sales roles that match buying behavior
Advancing the buying process

Colorwheel Sales Role #1: The STUDENT studies the 3C's (customer, competition, change) and approaches high probability prospects.

Five keys to getting appointments with senior decision-makers
Where price wars are fought and how to avoid them
How to quickly study the customer's business and markets
How and when to get past the gatekeeper

Sales Role #2: The DOCTOR diagnoses discontent and uncovers important needs.

How to uncover big needs that increase the value of your product or service in your customers' eyes
How to anticipate your prospects' future needs
How to get prospects to sell other decision makers on your behalf

Sales Role #3: The ARCHITECT designs customer-focused solutions that set the ground rules in your favor.

How to shape the criteria on which your customers will base their buying decision
How to design a solution for customers that highlights the unique capabilities your company has to offer
How to "repackage" competitive weaknesses into strengths

Sales Role #4: The COACH applies competitive sales strategies and presents a compelling solution.

How to convince buyers – without getting into a destructive price war – that you offer the best solution to their needs
How to guide the customers’ decision-making in competitive situations
How to formulate a winning game plan
How to write a winning sales proposal

Sales Role #5: The THERAPIST draws out fears and helps to resolve them.

Why traditional objection handling techniques backfire with fear
Common risks and fears associated with buying
How to draw out last-minute fears and help to resolve them
How to develop and deliver a customer presentation, applying the skills and knowledge developed in this and preceding modules

Sales Role #6: The NEGOTIATOR prepares and applies win/win strategies to reach an agreement.

Common customer negotiating tactics and how to defuse them
How to prepare for customer-focused sales negotiations
How to negotiate a win/win sale with a buyer thinking win/lose
How to conduct a customer-focused sales negotiation and end up with winners on all sides of the table!

Sales Role #7: The TEACHER sets customer expectations and teaches the customer to achieve maximum value.

What causes customer dissatisfaction and how you can avoid it
The five phases customers go through when learning to use a new product or service
How to increase your customers' perception of value that your product or service provides to them

Sales Role #8: The FARMER nourishes customer satisfaction in order to grow the account.

Factors contributing to customer dissatisfaction are different from the factors contributing to satisfaction
The #1 killer of customer satisfaction
Strategies for nourishing customer satisfaction
Cross-selling: Planting the need for new applications

[ On to "Content: Complex Sales Skills" ]