The most interesting thing is that in B2B purchases
Posted: Wed Feb 05, 2025 10:28 am
Error №2 «Characteristic - > Benefits - > Benefits » Benefits .
Weak sellers, as a rule, begin their communication with «we have a good product / service, we ........ twenty years on the market, we are trusted by 100,500 companies, such as ....... ». To such cold call script perhaps there is not enough completion: «Well, kneel before the power of our organization »!
The client at this time thinks: «Another one with a bloated ego, what do I have to do with it? Probably the prices of – space. I'm not Gazprom, it's not about me». And the secretary completely sends to [email protected].
Read better with benefits. But you will have to justify the benefits sandplay therapy through cases, characteristics, advantages. Google the HVP (Haracteristics, Advantage, Benefits) and use these techniques in your sales scripts and speech modules.
The roles of the Customer, Payer, Beneficiary and User are often «smeared » for several different people, which makes the sales process more complicated. For different employees, the benefits are different. So the HPV method is not universal and requires adaptation depending on the position.
Consider, for example, the process of selling services for selecting sales managers (MPs) or heads of sales departments (ROPs).
Distribution of roles by positions of persons influencing the decision-making process:
So, for example, an HR director can only be a payer if he manages the hiring budget. And the beneficiary only when he has a KPI / interest in increasing the likelihood of a new employee passing the probationary period.
User – Sales Manager or Acting ROP. It is he who then «to operate » sales managers.
A recruiter can only be a beneficiary if the vacancies of the MP are not basic for him. Closing seller vacancies is several times harder and longer than the rest. But if the full-time recruiter – has the main function, then external outsourcing is not a benefit, but a threat.
Weak sellers, as a rule, begin their communication with «we have a good product / service, we ........ twenty years on the market, we are trusted by 100,500 companies, such as ....... ». To such cold call script perhaps there is not enough completion: «Well, kneel before the power of our organization »!
The client at this time thinks: «Another one with a bloated ego, what do I have to do with it? Probably the prices of – space. I'm not Gazprom, it's not about me». And the secretary completely sends to [email protected].
Read better with benefits. But you will have to justify the benefits sandplay therapy through cases, characteristics, advantages. Google the HVP (Haracteristics, Advantage, Benefits) and use these techniques in your sales scripts and speech modules.
The roles of the Customer, Payer, Beneficiary and User are often «smeared » for several different people, which makes the sales process more complicated. For different employees, the benefits are different. So the HPV method is not universal and requires adaptation depending on the position.
Consider, for example, the process of selling services for selecting sales managers (MPs) or heads of sales departments (ROPs).
Distribution of roles by positions of persons influencing the decision-making process:
So, for example, an HR director can only be a payer if he manages the hiring budget. And the beneficiary only when he has a KPI / interest in increasing the likelihood of a new employee passing the probationary period.
User – Sales Manager or Acting ROP. It is he who then «to operate » sales managers.
A recruiter can only be a beneficiary if the vacancies of the MP are not basic for him. Closing seller vacancies is several times harder and longer than the rest. But if the full-time recruiter – has the main function, then external outsourcing is not a benefit, but a threat.