You’ve found an Area of Opportunity or “GAP” via skillful use of the Exploratory Process. Now it is time to move on to another Positional Selling® Strategy, which is “Make the Customer Part of the Solution.”
Make sure to include the customer’s ideas, needs, and his/her contributions in this process. What are these contributions? A key portion will include areas of opportunity presented by the customer in the Exploratory Process when he/she revealed a GAP. The best way to make the buyer part of the solution is to follow the model provided in the Presentation Diamond:
PRESENT WITH A PURPOSE!
POSITIVE CONTACT – Bring the best of your attitude, energy, and appearance to the customer.
PROPOSAL – Review the customer’s needs, state your objectives for the presentation, and verify your understanding.
SOLUTION – Present the features and benefits of your product or service solution.
SUMMARY – Review the problem, restate the solution, and summarize the benefits.
CLOSURE – Ask for the business and enlist the customer’s support in taking the next step.
RESPONSE CHECK – Throughout the presentation, check the customer’s understanding by using open-ended and close-ended questions. Ask questions that will uncover hidden objections. Handle objections with LAER.
KEEP UP THE GREAT WORK!