Neil Rackham Quotes
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Without dissatisfaction, there’s no basis for a sale.
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Successful people tended to seek a sponsor—an individual within the account who helped them, advised them, and, if necessary, represented them in places where they couldn’t gain access.
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The most effective selling strategy during this phase is to uncover dissatisfaction in the account and to develop that dissatisfaction until it reaches the critical mass.
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“Never try directly to diminish or minimize something which is important to another person. By making a direct challenge to a crucial criterion you are more likely to strengthen it than to diminish it. Your best strategy is to begin by accepting that the criterion is legitimately important.
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You must begin by deciding what problems your products can solve for customers.
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It’s more dangerous to ignore signals of customer concern than it is to explore potential concerns and get them out into the open.
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The most common strategic error that salespeople make in this phase of the sale is that they don’t try to uncover the customer’s guidelines, or criteria, for making the decision.
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Never try directly to diminish or minimize something which is important to another person. By making a direct challenge to a crucial criterion you are more likely to strengthen it than to diminish it. Your best strategy is to begin by accepting.