STOP selling what you HAVE START selling what they NEED

STOPselling what you

HAVE

STARTselling what they

NEED

QuadS representing - Infoteam Sales Process Consulting AGAll Rights reserved © Copyright 1995 – 2004

MSA 2

PANG (Pain Authority Need Gain) Q’s

Feature Unique SP Description of PANG Benefit Uncover

The Value Proposition Generator;

Do you know the difference between;

1. an Elevator Pitch

2. an Unique Selling Proposition

3. a Value Proposition


MSA 3



A feature of your product or service that can be easily discerned; for example;

We use mature Sales Directors and Sales Managers to deliver our courses because of the depth of knowledge that they have and the personal experience they can bring to the discussions.


MSA 4



A unique selling proposition is a feature of your product or service that cannot be claimed by the opposition; for example;

Our workshops use presentation and plenary discussions to make the experiential learning of “Tell, Show, & Try” come to life, they respect the individual so that no negative emotions are raised in the process.


MSA 5



Describe what the Pain; Authority, Need or Gain might be for this enterprise and/or this individual when they implement this feature in their business-It could be only one of the categories but might be all of them;

Pain: My people just don’t understand the customer in a formal way and depend on luck

Authority: I have the authority to make this decision and the resources to make it happen

Need: I need to be assured that the facilitator of our training workshop has got the experience

Gain: If I could drive up productivity in my existing team I wouldn’t need to hire more salespeople


MSA 6



The benefit to the user of the product or service can be defined as the Enterprise but also as the Individual who is buying! Individual benefits are far more compelling. For example;

Enterprise; Implementing this workshop will drive up productivity which would mean you wouldn’t have to increase salespeople headcount to meet extended targets;

Individual; Implementation could mean that you would head a successful team, contain costs and be in line for promotion


MSA 7



Lead the discussion using open ended questions to confirm understanding and spell out the consequences; for example;

Q: What would a 15% increase in productivity do to your chances of cracking your new target?

A: It could be the different between success and failure!

C: Do you think then, that you’d struggle to succeed without this training intervention?


MSA 8


Using these headings;

Build a list of features at the top of each page. Try and be succinct in your description of the feature

Next, go back to page one and describe under the next heading why this feature is unique to your offering. If you can’t state the uniqueness, then never LEAD with this feature

Now, try and describe in the customers language the PAIN which this feature will eliminate in the business, or, the NEED identified in the business, or, the GAIN (Bag of Money BOM) they could make from this solution

Describe the Individual and Corporate benefits associated with EACH PANG

• Use; Business Driver; Movement from status-quo; Measurement metric

Formulate Questions that will solicit Answers from your prospect that could Drive Consequence statements



MSA 9

Remember!

1. Just about no one wakes up in the morning saying "I've just got to buy your product!”

2. Your value proposition must change the status-quo

3. It should define;a) The business driverb) The expected movementc) The measurement metric

Try this Value Proposition; “using this value proposition generator, resulted in 87% of salespeople in a large B2B team, achieving a first meeting with a C level influencer in a new business target within 2 months.”

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STOP selling what you HAVE START selling what they NEED