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Financial Planning > Trusts and Estates > Trust Planning

Do you know how you won?

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How did you win your last deal? And why did you win it? Was it because you had the lowest price? If that is your company’s strategy, then that is a good and proper reason. But it isn’t likely that this is how you won (even if you believe that price sometimes causes you to lose).

Was it that your solution was so much better than your competitor’s? Let’s assume it was. Let’s assume that your solution was the greatest value. How did you create that differentiation? What made it worthwhile to your prospect to pay more?

Was this prospect a dream client? Did you pursue him because you knew you had the ability to produce that value for him? What did you do to help your dream client work his way through the buying process? How did you create value by helping him understand his needs? Is what you did there different from what your competitors did?

What did you do during the presentation and proposal stage that drove up the value of your solution? What did you do in all the later stages to draw a line between you and your competitors? Did you win in the boardroom or was it something you did earlier on?

How much of your win was due to the relationship you had created? How much trust do you believe you generated and what impact did that have on your ability to win the opportunity? How did you create that trust? What did you do to help build consensus and gain the support of your prospect’s team?

How much of the decision to choose you and your solution did you control? What did you do to make that happen? Why did your client want to work with you? Specifically?

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S. Anthony Iannarino is the managing director of B2B Sales Coach & Consultancy, a boutique sales coaching and consulting company, and an adjunct faculty member at Capital University’s School of Management and Leadership. For more information, go


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