SUCH AS THE PROSPECTS ANNUAL REPORT )F YOUARE TRYING TO SELL A CORPORATE HOSPITALITY SERVICE FOREXAMPLE AND THE PROSPECTS ANNUAL REPORT STATES THATTHEY DO  PERCENT OF THEIR BUSINESS WITH EXISTINGCLIENTS DIRECT YOUR QUESTIONS TO PROMPT DETAILS ONHOW THEY PROVIDE SERVICE AND LOOK AFTER THEIR CLIENTSs 'IVE BRIEF EXAMPLES OF OTHERS WHO HAVE BOUGHT YOURPRODUCTS AND DESCRIBETHE BENElTS THAT THEYHAVE RECEIVED !SK THE 3UCCESSFUL PEOPLE ASK BETTERQUESTIONSAS A RESULT THEYPROSPECT WHETHERGET BETTER ANSWERSSIMILAR BENElTS WOULD!BIGAIL 6AN "URENBE A HELP TO THEM
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2ECOGNIZE 9OUR 0ROSPECTS )NTEREST#AREFULLY OBSERVE YOUR PROSPECTS BODY LANGUAGE AS YOUSUMMARIZE THE WAYS IN WHICH YOUR PRODUCTS CAN MEET THEIRNEEDS )T MAY REVEAL IMPORTANT CLUES AS TO THE BENElTS THATREALLY INTEREST THEM -OST PEOPLE ARE POLITE AND WILL USEWORDS THAT INDICATE INTEREST REGARDLESS OF THEIR FEELINGSHOWEVER BODY LANGUAGE WILL OFTEN BETRAY THEIR TRUE THOUGHTS)NTERESTED 4HIS PROSPECTIS LEANING FORWARD ANDRESTING HER CHIN ON HERHAND SUGGESTING THATSHE IS CONCENTRATING ONAND MAY BE SERIOUSLYCONSIDERING YOURSUGGESTIONS (ER EYES AREALERT AND HER FACE HAS ANEUTRAL EXPRESSION
$EFENSIVE 4HIS TIME THEPROSPECT HAS CROSSED HERARMS AND IS LEANINGAWAY DEMONSTRATINGNEGATIVITY (ER GAZE RESTSELSEWHERE SUGGESTINGEITHER BOREDOM OR HOSTILITY!SK FOR FEEDBACK ABOUTWHAT IS GOING WRONG
2ECEPTIVE %YE CONTACTAND NOTE TAKING ARE BOTHVERY GOOD SIGNS ,OOK ATTHE HINT OF A SMILETHISPERSON WANTS TO HEARWHAT YOU ARE SAYING
4)0 !LWAYS ASK QUESTIONS ABOUT NEEDS EVEN IF YOUALREADY KNOW THE ANSWERS FOLLOW UP THE MEETING BYWRITING OR EMAILING A SUMMARY OF THESE NEEDS - ! . !' % 4 ( % 3 ! , % 3 0 2 / #% 3 3
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%STABLISH #USTOMER .EEDS7ITHOUT A REAL CUSTOMER REQUIREMENT YOU DO NOT HAVE ASALES CAMPAIGN SO THE lRST AREA OF EXPLORATION IN THEOPENING CALL OR MEETING IS TO LOOK FOR THE CUSTOMERSNEEDS !SK CAREFULLY CONSIDERED QUESTIONS TO UNCOVERTHESE 3TART WITH THE CURRENT SITUATION IN THE RELEVANT AREATO lND OUT HOW THE CUSTOMER OPERATES WITHOUT YOURPRODUCT 4HEN PROBE FURTHER TO lND OUT ANY REASONS THEREMIGHT BE FOR CHANGING CURRENT PRACTICETHIS MAY REVEALTHE ACTUAL NEED )F THERE IS MORE THAN ONE NEED CONTINUETO ASK QUESTIONS UNTIL YOU KNOW ALL THEIR REQUIREMENTSTHEN PRESENT YOUR SOLUTION
3UMMARIZE .EEDS4O COMPLETE THE hESTABLISHING%STABLISHNEEDv PHASE USE A SUMMARY TOADDRESS ANDSUGGEST THAT YOUR PRODUCTS ANDSUMMARIZE YOURSERVICES CAN MEET THE NEED IN ACUSTOMERSWAY THAT OFFERS BENElTS TO THEPROSPECT )F FOR EXAMPLE YOU AREREQUIREMENTSSELLING PACKAGED TRAINING COURSESFOR MAINTENANCE ENGINEERS YOURSUMMARY MIGHT INCLUDE THE FOLLOWING POINTSs 4HE PROSPECT ORGANIZATION NEEDS TO TRAIN  PEOPLEBUT CANNOT AFFORD TO HAVE THEM AWAY FROM WORK FOR AWEEK BECAUSE OF THE DEMAND FOR THEIR SERVICESs 4HE ENGINEERS ARE WILLING TO LEARN BUT SPARE TIME IS AT APREMIUM HOWEVER THEY SPEND A LOT OF TIME IN THEIR CARSAND COULD USE IT TO LISTEN TO A TRAINING #$ OR CASSETTEs 4HE PROSPECT ORGANIZATION WANTS THEIR MANAGERS TO BEINVOLVED IN THE TRAINING PERHAPS BY USING A GUIDE TOHELP THE ENGINEERS GET THE MOST OUT OF THE TRAINING4HE SUMMARY HAS CONNECTED A FEATURE OF THE PRODUCTTHEFACT THAT THE COURSE IS AVAILABLE ON #$WITH A MAJOR NEEDA TRAINING COURSE THAT WONT RESTRICT WORKING HOURS ORINTERFERE WITH FREE TIME !SK A CLOSING QUESTION AT THE ENDTO GET SOME COMMITMENT FROM THE PROSPECTh)S THAT AFAIR LIST OF YOUR REQUIREMENTSv
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%STABLISH THE "ASIS FOR $ECISIONS%VERYONE IS LOOKING FOR SOMETHING DIFFERENT FROM A PRODUCTEVEN IF THEY HAVE THE SAME BASIC NEED SUCH AS A CAR /NEPERSON MAY SPECIFY THAT THE CAR MUST BE SMALL ENOUGH FORHIS SON TO PARK EASILY !NOTHER PERSON MAY NEED A CAR THATCAN BE DELIVERED BEFORE A CERTAIN DATE )DENTIFY YOURPROSPECTS BASIS OF DECISION BY ASKING A QUESTION SUCH ASh7HAT IS IMPORTANT TO YOU IN CHOOSING WHICH PRODUCT TOBUYv ,ISTEN CAREFULLY TO THE REASONS AND THEN REPEAT THEMBACK TO THE PROSPECT ASKING A CLOSED QUESTION SUCH ASh(AVE ) GOT THAT RIGHTv TO GAIN COMMITMENT )N A COMPLEXSALE CONlRM THIS BASIS OF DECISION IN WRITING
!GREE ON A 4IMETABLE FOR THE "UYING 0ROCESS4HE MOST SCARCE RESOURCE THAT PROFESSIONAL SALESPEOPLEMANAGE IS THEIR OWN TIME 4HEY ARE TRYING TO GET AN ORDERBY A CERTAIN DATE AND A SALE OR DELIVERY BY ANOTHERSOTHEY CANNOT AFFORD TO WASTE TIME WITH PROSPECTS THAT DO
$ElNE !LTERNATIVE #RITERIA#USTOMERS OFTEN START OFF THINKING THAT THEIR MAIN CRITERIA ISPRICEONLY LATER TO REGRET BUYING THE ECONOMY MODEL 9OU CANHELP THEM TO CONSIDER THEIR CRITERIA MORE CAREFULLY BY ASKINGQUESTIONS ABOUT THEIR BASIS OF DECISION IN THREE SEPARATE AREAS
 &INANCIAL #USTOMERS MAY HAVE A BUDGET FOR THE PURCHASEEITHER BECAUSE IT IS WHAT THEY THINK THEY CAN AFFORD OR BECAUSETHEIR ORGANIZATION HAS SET A BUDGET FOR THE PROJECT &UNCTIONAL 4HIS MORE TECHNICAL BASIS OF DECISION INCLUDESMATTERS SUCH AS EASE OF USE AND RELIABILITY AS WELL AS CERTAINFEATURES THAT THE PRODUCT MUST HAVE 0RACTICAL 4HE CUSTOMER MAY LOOK AT HOW STRAIGHTFORWARD IT WILLBE TO USE THE NEW PRODUCT OR SERVICE !N IMPORTANT EXAMPLEOF THIS IN AN ORGANIZATION IS h7ILL THE PEOPLE WHO HAVE TO USEIT BE PREPARED TO CHANGE FROM THEIR OLD METHODSv
 - ! . !' ) . ' 4 ( % 3 ! , % 3 0 2 / #% 3 3
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4)0 5SE BASIS OF DECISION SELLING TO DISTINGUISH
YOURSELF FROM SALESPEOPLE WHO TAKE A LESS CUSTOMERORIENTED APPROACH TO SELLING THEIR PRODUCTS
NOT ULTIMATELY BUY )T IS HELPFUL TO AGREE ON A TIMETABLE FORTHE BUYING PROCESS NOT ONLY DOES IT DOCUMENT THEINTENDED TIME SCALE FOR BOTH THE BUYER AND THE SELLER BUT ITALSO ADDS COMMITMENT FROM THE PROSPECT
7ORK 4OGETHER!T THE OPENING CALL OR MEETING USE THE DRAFTING OF ATIMETABLE AS AN OPPORTUNITY TO WORK WITH THE PROSPECTON A PLAN )F YOU SELL COMPLEX SOLUTIONS THAT HAVE LONGIMPLEMENTATION TIME SCALES SUCH AS INSTALLING A NEWCOMPUTER SYSTEM THEN EXTEND THE BUYING TIMETABLE TOINCLUDE AN OUTLINE IMPLEMENTATION PLAN"Y AGREEING TO A TIMETABLE YOU WILL ALSO REMOVE ANYPOSSIBILITY OF FUTURE MISUNDERSTANDINGS THE PROSPECT WILLKNOW EXACTLY WHAT THE FULL SALES CAMPAIGN INVOLVES ANDHOW MUCH TIME NEEDS TO BE ALLOCATED TO IT %QUALLYTIMETABLING ENSURES THAT THE SALESPERSON KNOWS THAT THETARGETS CAN BE REALISTICALLY MET WITHIN THAT TIME FRAME%NSURE THAT CHANGES ARE AGREED ON BY BOTH PARTIES ANDTHAT ALL STAKEHOLDERS REMAIN INFORMED OF THE ALTERATIONS
$RAFT 0ROJECT 0LAN
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3ET A TIMETABLE 4HIS SHOULD SHOWTHE KEY EVENTS IN THE SALES CAMPAIGNAND THE TIME ALLOCATED TO EACH STAGE
3URVEY OF USERS0RESENT PROPOSAL TO BOARD
!GREE ON POTENTIAL SOLUTION$EMONSTRATETO BUYING TEAM
$EMONSTRATETO OPERATORS3END IN PROPOSAL
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1UALIFY 9OUR 0ROSPECTS2IGHT FROM THE OPENING SALES CALL PROFESSIONAL SELLINGINVOLVES CHECKING THAT THERE IS A REASONABLE CHANCE THEPROSPECT WILL BECOME A CUSTOMER 4HIS PROCESS IS CALLEDhQUALIFYING THE PROSPECTv
)NVESTIGATE THE &INANCIAL !NGLE4HE lRST KEY QUALIFYING AREA IS lNANCE 7HEN YOU GO TO AREAL ESTATE AGENCY ONE OF THE lRST QUESTIONS YOU WILL BEASKED IS h7HAT IS YOUR BUDGETv 9OUR ANSWER WILL hQUALIFYvYOU AS A PROSPECT FOR A CERTAIN TYPE OR VALUE OF PROPERTY $OTHE SAME IN ANY SALES SITUATION &IND OUT AS SOON AS POSSIBLEABOUT THE PROSPECTS EXPECTATION OF COST )F IT IS SIGNIlCANTLYBELOW THE ESTIMATED COST OF YOUR PRODUCT THEN YOU MAYHAVE TO hQUALIFY OUTv THE PROSPECT IMMEDIATELYPOLITELYINFORM THEM THAT YOU CANNOT HELP )N A LARGE ORGANIZATIONIT CAN BE MORE COMPLEX TO QUALIFY YOUR PROSPECT lNANCEMAY INVOLVE NOT ONLY BUDGET BUT ALSO A PROCESS THATMANAGERS HAVE TO GO THROUGH TO SPEND THIS BUDGET 4HISPROCESS IS OFTEN POLICED BY THE lNANCE DEPARTMENT
1UALIFYING /UT 5SING "REAKEVEN !NALYSIS
0ROlT
3ALES 2EVENUE

"REAKEVENPOINT

0ROJECT COSTS
.UMBER 3OLD




)N THIS EXAMPLE THE SALESPERSON IS SELLING A PROJECT COSTING   4HECUSTOMER BENElT IS SELLING EXTRA UNITS OF THEIR PRODUCTS 4HE lNANCEDEPARTMENT HAS CALCULATED THAT SALES REVENUE WILL EQUAL THE PROJECT COSTS AT ADDITIONAL SALES 4HE SALESPERSON SHOULD QUALIFY OUT IF IT BECOMES CLEARTHAT THE PROSPECT DOES NOT BELIEVE THAT THE INCREASE IN UNITS WILL EXCEED 
 - ! . !' % 4 ( % 3 ! , % 3 0 2 / #% 3 3
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#!3% STUDY 'OING 3TRAIGHT TO THE 4OP2OGER WAS A PHARMACEUTICAL SALESREP SELLING PRODUCTS TO A LARGEHOSPITAL (OWEVER THE RESIDENTDISPENSING PHARMACIST SHOWED NOSIGNS OF BUYING THE RANGE OR OFINTRODUCING 2OGER TO THE DOCTORWHO WOULD ACTUALLY PRESCRIBETHE DRUG 3O WITHOUT ASKINGPERMISSION 2OGER CONTACTEDTHE DOCTOR DIRECTLY 3HE WASIMPRESSED BY THE PRODUCT ANDSUBSEQUENTLY INSTRUCTED THEPHARMACIST TO PLACE AN ORDER
s 2OGER REALIZED THAT THE DOCTORWOULD HAVE DIFFERENT PURCHASINGCRITERIA THAN THE PHARMACIST(OWEVER HE ALSO KNEW FROMEXPERIENCE THAT THE PHARMACISTWOULD REFUSE TO INTRODUCE HIM TOTHE DOCTORs "Y CONTACTING THE DOCTORDIRECTLY 2OGER WAS ABLE TO ACCESSTHE MAIN DECISION MAKER AND GAINA MORE AUTHORITATIVE RELATIONSHIPWITH THE PHARMACIST
-EET THE +EY 0EOPLE4HE SECOND KEY QUALIFYING AREAS IS ACCESS TO THE RIGHTPEOPLE IN THE PROSPECTS ORGANIZATION 9OU WILL HAVE TOWORK HARD TO MEET THE KEY PEOPLE IN AN ORGANIZATIONRESPONSIBLE FOR A BUYING DECISION &OR EXAMPLE YOUR INITIALCONTACT MAY TRY TO DISSUADE YOU FROM MEETING HIS OR HERBOSS BUT IF THE BOSS IS THE DECISION MAKER IT IS VITAL THATYOU DO SO !FTER ALL THE DECISION MAKERS BASIS OF DECISIONMAY BE TOTALLY DIFFERENT FROM YOUR ORIGINAL CONTACTS 4HISCOULD MEAN THAT YOU LOSE THE ORDER BECAUSE YOUR PRODUCTSARE NOT MEETING THE DECISION MAKERS MAIN CRITERIA$EPLOY GOOD ARGUMENTS AS TO WHY YOU NEED TO MEETWITH ALL THE KEY PEOPLE IN THE ORGANIZATIONPOINT OUT FOREXAMPLE THAT YOU NEED TOKNOW EXACTLY WHAT THEY AREALL PERSONALLY LOOKING FOR3PEND LOTS OF TIME TALKINGTO CUSTOMERS FACE TO FACEOR THAT YOU WANT THE KEY9OUD BE AMAZED HOWPEOPLE TO BE INVOLVED ATMANY COMPANIES DONTTHIS STAGE BECAUSE THEY WILLLISTEN TO THEIR CUSTOMERSNEED TO BE INVOLVED IN THE
i
PROJECTS IMPLEMENTATION
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)DENTIFY THE +EY 3TAKEHOLDERS)N SOME SALES A SINGLE PERSON IS RESPONSIBLE FOR MAKINGTHE BUYING DECISION AT OTHER TIMES THERE IS A BUYING TEAM)F THERE ARE SEVERAL TEAM MEMBERS INVOLVED YOUR CAMPAIGNWILL NEED TO ADDRESS THE CONCERNS OF EACH INDIVIDUALSTAKEHOLDER IN ORDER TO MAKE A FAVORABLE IMPRESSION
 )N THE OPENING CALL ASK YOUR CONTACT EXACTLY WHO WILLBE INVOLVED 3UGGEST THAT YOUR CONTACT PROVIDES YOUWITH AN INTRODUCTION TO ALL THE KEY STAKEHOLDERS )N A COMPLEX SALE PARTICULARLY WHERE NEW TECHNOLOGYIS INVOLVED THE BUYERS TEAM IS LIKELY TO INCLUDE SEVERALSTAKEHOLDERS EACH WITH HIS OR HER OWN AREA OFRESPONSIBILITY WHETHER THIS IS lNANCIAL TECHNICAL ORMANAGERIAL !NGLE YOUR SALES PITCH TOWARD THERELEVANT AREA DEPENDING ON WHO YOU ARE TALKING TO #ONSIDER THE EXAMPLE OF A TECHNOLOGY SUPPLIER WHO ISPROPOSING A MAJOR NEW SYSTEM TO AN ORGANIZATION 4HEBUYERS TEAM INCLUDES THE FOLLOWING STAKEHOLDERS EACHWITH HIS OR HER OWN AREA OF RESPONSIBILITY$ECISION -AKER4HIS IS THE MOST SENIOR MEMBER OF THEBUYING TEAM !IM TO MAKE YOUR INITIALSALES CALL OR MEETING WITH THIS PERSON)F NECESSARY ARRANGE A MEETING BETWEENYOUR SENIOR MANAGERS AND THOSE OF THEPROSPECTS TO RAISE YOUR LEVEL OF CONTACT
&INANCIAL %XPERT4HIS PERSON IS RESPONSIBLEFOR VETTING THE BUSINESSCASE FOR THE INVESTMENT0RESENT YOUR COSTBENElTANALYSIS TO THIS PERSON
4ECHNICAL !DVISOR4HIS PERSON CONlRMS THATTHE TECHNOLOGY IS SUITABLEFOR THE ORGANIZATION 3HOWHOW YOUR PRODUCT HELPSFULlLL THE COMPANYS AIMS
&UNCTIONAL -ANAGER4HIS PERSON IS IN CHARGE OFIMPLEMENTING THE SYSTEM9OULL NEED TO SHOW HOWYOUR PROPOSED BENElTS CANBE ACHIEVED ON THE GROUND
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7AYS TO 5SE 9OUR #ONTACTS %FFECTIVELY()'( )-0!#4
(AVING EASY ACCESS TO ALL THE KEYPEOPLE IN THE BUYING TEAML 4ALKING TO THE TOP PEOPLE IN THEBUYING ORGANIZATIONL (ELPING THE PROSPECT PREPARE ACOSTBENElT ANALYSISL
.%'!4)6% )-0!#4
(AVING ACCESS ONLY TO THETECHNICAL ADVISORL 4ALKING TO BUYERS AT A LOWER LEVELTHAN YOUR COMPETITORSL !VOIDING TALKING TO THE PROSPECTSlNANCIAL PEOPLEL
5SE A 4RIAL #LOSE4HE TRIAL CLOSE IS A POWERFUL TECHNIQUE THAT WILL HELP YOU TOQUALIFY THE PROSPECT MEASURE PROGRESS AND lND OUT WHATYOU HAVE TO DO TO GET THE BUSINESS )T SIMPLY GIVES ACONDITION AND THEN ASKS A CLOSED QUESTION h)F ) COULD GET ITTO YOU BY 4HURSDAY COULD YOU GIVE THE GO AHEAD NOWvFOR EXAMPLE OR h)F WE CAN MEET YOUR BUYING CRITERIA WILLYOU GO AHEAD WITH USv 5SE THE TRIAL CLOSE FREQUENTLYDURING YOUR INITIAL SALES CALL TO ESTABLISH WHETHER THEPROSPECT IS SERIOUS AND TO EXPOSE ANY POTENTIAL OBJECTIONS4RIAL CLOSING KEEPS THE SALES RELATIONSHIP FRIENDLY WHILEDISCOURAGING TIME WASTING
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THINK
3-!249OU COULD USE A VARIATION ON THE TRIAL CLOSE TO SUBTLYCHECK THAT YOU ARE NOT OFFERING A LEVEL OF SERVICEHIGHER THAN THE CUSTOMER ACTUALLY NEEDS&OR EXAMPLE IF YOU USUALLY USE AN EXPENSIVE COURIER SERVICE FORDELIVERY IT IS WORTH CHECKING IF THIS IS UNIVERSALLY REQUIRED h)FWE GET COURIER STOCK TO YOU WITHIN TWO HOURS WOULD THATMAKE YOU FEEL HAPPY TO SIGNv 4HE CUSTOMER MAY WELLRESPOND THAT SUCH SPEED IS UNNECESSARY "Y NOT ASSUMING THATEVERYONE NEEDS FAST DELIVERY YOU WILL HAVE SAVED A SIGNIlCANTAMOUNT OF MONEY AND TROUBLE
1 5! , ) & 9 9/ 5 2 0 2 / 3 0 % # 4 3 
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#OMPLETE THE /PENING #ALL4HE END OF AN OPENING SALES CALL MARKS THE BEGINNING OFA SALES PLAN -AKE SURE YOU HAVE ALL THE INFORMATION YOUNEED TO BUILD THE PLAN THEN lNISH ON A POSITIVE NOTE BYHIGHLIGHTING THE NEXT STEPS
!GREE ON AN !CTION 0LAN7HEN YOU FEEL YOU HAVE ALL THE INFORMATION YOU NEEDSUMMARIZE WHAT YOU HAVE LEARNED DURING THE OPENING CALL!LMOST CERTAINLY ONE OR TWO MISUNDERSTANDINGS WILL BEUNCOVERED SO THE SUMMARY OFFERS THE PROSPECT ANOPPORTUNITY TO lX THEM &INISH THESUMMARY WITH A CLOSED QUESTION TOMINUTEGAIN AGREEMENT SUCH AS h)S THAT AFAIR SUMMARY OF OUR DISCUSSIONSv)F THE PROSPECT IS IN AGREEMENT3OMETIMES AFTER AMOVE ON TO THE ACTION PLAN 4HISSALES CALL HAS ENDEDWILL INVOLVE OTHER PEOPLE AGREEYOU MAY lND YOUDONT HAVE ALL OF THETHAT THE PROSPECT HAS AN ACTION TOINFORMATION YOU NEEDINTRODUCE YOU TO PEOPLE WHO ARENEW TO YOU EITHER DIRECTLY OR BY)F YOU RUN OUT OF TIME ORA LETTER OR EMAIL !LTHOUGH MOSTHAVE FAILED TO COVER AVITAL ISSUE TRY ONE OFOF THE ACTIONS WILL BE YOURTHE FOLLOWING SOLUTIONSRESPONSIBILITY MAKE SURE THEPROSPECT HAS AT LEAST ONE ACTIONs %MAIL THE PROSPECTWITH YOUR CONCLUSIONS TOTO COMPLETE TO SHOW AN ELEMENTCHECK THAT THEYRE CORRECTOF COMMITMENT
&)8
#HECK THE #OMPETITION4OWARD THE END OF AN OPENINGCALL BRING UP THE SUBJECT OFCOMPETITION )F YOU KNOW THERE ISCOMPETITION INVOLVED THEN YOUCAN USE AN OPEN QUESTION SUCHAS h(OW ARE OUR COMPETITORSDOINGv )F YOU HAVE NOT YETESTABLISHED WHETHER YOU HAVE ANYCOMPETITION USE A CLOSED QUESTION
s 3END A LETTER TO THEPROSPECT ENCLOSING ASUMMARY OF THE MEETINGAND ASK THEM TO lLL INANY GAPS IN THEIR REPLYs !SK SOMEONE ELSEIN THE PROSPECTSORGANIZATION FOR THEINFORMATION YOU NEED
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%SSENTIAL )NFORMATION FOR 3ALES 0LANS!2%!
).&/2-!4)/. 9/5 3(/5,$ (!6%
#USTOMER NEED
7HAT THE CUSTOMER NEEDS THE PROBLEM THIS CAUSESAND THE BENElTS OF lNDING A SOLUTION4HE AVAILABLE BUDGET AND THE PROCESS OF lNANCIALEVALUATION4HE NAMES OF THE KEY PEOPLE INVOLVED IN THE DECISIONAND THEIR ROLES! ROUGH GUIDE TO WHEN THE CUSTOMER WILL MAKE ADECISION AND WHEN YOU ARE EXPECTED TO DELIVERPRODUCTS AND SERVICES!N OUTLINE OF WHAT YOU ARE GOING TO PROPOSE AS ASOLUTION FOR THE CUSTOMER NEED(OW THE CUSTOMER WILL JUDGE YOUR PROPOSAL IN TERMS OFCOST FUNCTIONALITY AND PRACTICALITY! PRIMA FACIE CASE THAT YOU AND THE CUSTOMER CANIMPLEMENT THE SOLUTION+NOWLEDGE OF WHO THE COMPETITORS ARE THE MAIN REASONTHEY WERE BROUGHT IN AND THE STAGE THEY ARE AT
&INANCES+EY PEOPLE4IME SCALE3OLUTION"ASIS OF DECISION0RACTICALITY#OMPETITIVEPOSITION
SUCH AS h!RE YOU GOING TO GET ANY OTHER SUPPLIERSINVOLVEDv 4HIS MORE SUBTLE APPROACH ALLOWS YOU TOCASUALLY PROBE FOR INFORMATION3OME PROSPECTS WILL TALK FREELY ABOUT COMPETITORS SO ITIS VITAL TO PROBE IN THIS AREAAFTER ALL THEY WILL TELL THECOMPETITION ABOUT YOU /THER PEOP