"Provocation-based selling goes beyond the conventional consultative or solution-selling approach, whereby the vendor’s sales team seeks out current concerns in a question-and-answer dialogue with customer managers.
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This was provocation-based selling at its finest: The vendor identified a process that was critical for customers in the current business environment, developed a compelling point of view on how it was broken and what that meant in terms of cost, and then connected the problem to a solution that the vendor was offering. How does that differ from the way you sell today?
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provocation-based selling is most effective when the customer’s problem is unacknowledged or poorly understood, the budget doesn’t exist, and the customer’s main question is “How can we change our approach to this problem, because we haven’t yet managed to deal with it effectively?”
In a severe downturn, provocation-based selling may be the only way to move past the “buy nothing” mantra emanating from customer organizations."
Trechos retirados de "In a Downturn, Provoke Your Customers"
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