"Contrast creates value"

 "Active looking is asking yourself, “What are the alternatives for progress?”

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Ultimately, this is where people build their ideal solution—a target. It’s important that the buyer has contrast; without contrast it becomes almost impossible to decide. 

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The outcome of active looking is that the buyer knows what they want. A “time wall” has pushed them into deciding. It’s a trigger mechanism that forces them to choose, rather than endlessly look.

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When deciding, people must make tradeoffs: What’s most important? What’s least important? This is where priorities are set, and value codes determined. It’s a triangle between time, cost, and quality. No one can have it all! People set their expectations here and will base their satisfaction on the criteria they set.

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Chad decides he cares most about trust and flexibility over cost. Chad trusts the new bank because they are willing to be upfront and honest and tell him no directly rather than giving a vague maybe about what they can and can’t do. Additionally, one of the contacts is a known colleague. They also provide Chad with options; they don’t try to define value for Chad. Ultimately, Chad chooses flexibility over cost. It’s a great example of tradeoffs. No one else gave him a more expensive option to buy ease of use. Why not? Probably because they didn’t think he would take it. You do not know what your customer wants, provide contrast."

Recordar:

"Contrast creates value

Providing an interviewee with contrast leads to greater understanding. Have them tell you why they decided against an alternative path. I use a bracketing technique to help provide contrast where neither option is right, and they need to elaborate."

Trechos retirados de “Demand-Side Sales 101: Stop Selling and Help Your Customers Make Progress” de Bob Moesta.