Sophisticated sales campaigns can move to being complex or simple. To drive the later, consider these three Cs:
· COMPARE
· CONFLICT
· CONCLUDE.
COMPARE
In the early stages of your sales campaign, Compare customer needs to your solution, and go a step further to discover how you can address needs that the customer doesn’t know they have at that point. Creating Unexpected Customer Value will drive up deal size, make for a very happy customer, and differentiate you from your competition.
CONFLICT
Where does your solution and/or its implementation fall short? Perhaps your solution cannot be customized to maximize customer value according to your company’s policies. Or maybe your company culture is out of alignment with the customer’s culture and what they believe is important in working with you. In either case, you’ll have some internal selling to do.
CONCLUDE
On your COMPARE and CONFLICT, what’s the bottom line? At this point you need a specific point of view that basically reflects four outcomes:
· If you’re strong on your COMPARE and light on CONFLICT, you win the deal
· If you’re strong on COMPARE and heavy on CONFLICT, you lose
· If you’re weak on COMPARE and light on CONFLICT, you lose
· If you’re weak on COMPARE and heavy on CONFLICT, you lose.
That’s the simple truth, 3Cs, 4 possible outcomes. Get it right and you’ll win the deal!