By Jeff Thull
As sales professionals, we have learned that we must seek out and uncover our prospect's decision process. We are to clearly determine:
- Who will be involved
- What they are looking for
- What criteria they will be using to evaluate the situation
- How much money they will be willing to spend
Once we have uncovered the prospect's decision criteria, we have learned to then present our solution strengths to match that decision process.
But what happens when your prospect does not have a thorough decision process or seldom, if ever, buys your type of solution? You may find yourself presenting good information into a sub-optimal process. All too often, after the presentation, we find ourselves shaking our heads in disbelief and saying various things to ourselves or our team:
- "I just don't understand! We clearly had the best value."
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