The Customer Plan

"It's All About the Customer Today"

Most customers today have their hands full trying to survive/grow their own businesses while consistently being under pressure to reduce costs and staff. They are more knowledgeable and not susceptible to many of the sales tactics that worked years ago. They have the ability to research solutions before you have the opportunity to get in the door. They have personal networks and social media to reach out and  get opinions about what is working in other places.

It is more important than ever that you have effective communications with the customer that motivates him to want to bring you back to solve this problem. Major topics to uncover include:

• Industry Drivers - Understand the external factors that are affecting your customer's business. Executives need to get out in front of potential problems.
   
• Company Specifics - All companies go through business cycles. Understand where their business is and where they want to go, and then speak to those issues. 
   
• Perceived Value - Translate your features and benefits into BUSINESS VALUES that will resonate with the customer.
   
• Buying Cycle - Most companies have established processes and specific roles people play when they buy something. Find out the details of their buying cycle and map your Sales Cycle to fit into theirs. The chances of you getting an order by circumventing this are less than 10%. 
   
• Operational Issues - Companies always have existing operational systems, technologies, architectures, etc. in place. Your sales strategy should include understanding how you fit with them and/or extend the value of their existing environment.
   
• Personal Incentives - What drives the individual(s) to whom you are speaking? What keeps them up at night worrying about their failure to perform? Conversely, what to they look forward to do next. Can your sale help this person achieve their next personal goal?