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June 07, 2012 at 12:00 AM
I write a lot about the complex sale, but not every deal you face is complex or complicated. Some are really pretty simple. Here is a simple framework you can use to think about those deals.
Who do you need and who needs you? One simple way to evaluate and think about an opportunity is to start with the question “Who do I need to win this deal?” Just making a list of the people you need to win a deal can guide your efforts in developing the right relationships.
Another—better—way is to ask the question “Who needs me?” Who are the contacts associated with your dream client who need your help? Who is struggling with the challenges that you can help them overcome? Starting with the “who” is a great way to identify, open and win an opportunity, even a simple one.
What do they need and how do you create value? Now that you have identified the contacts you need (and those who also need you), you can start to identify what they actually need. What results do your dream prospects need that they aren’t presently getting? What product, service or solution will help them achieve those results? When you meet with your dream prospects, you can develop better answers to these questions.
But the most important question to follow up with is “How do I create value around this need?” How does what you do to create value align with what your dream prospect needs? If it doesn’t align, then they aren’t your dream prospects after all. If the value you can create does line up, you can develop a solution and start presenting it.
