This week I have the privilege of introducing a guest blogger, Paul H. Pearce. As the first Certified Great Demo! Affiliate Paul has mastered the Great Demo! methodology and today contributes to its ongoing success and growth. In his Master Series Great Demo! courses he represents the intricacies of the training and recommends ways to increase its success with practical lessons and real-world experience. The blog below was inspired by questions from one of his clients. Perhaps he will enlighten us again in the future with comparisons to the Challenger Sales!
CustomerCentric Selling Great Demo! Style By Paul H. Pearce
We recently reviewed the CustomerCentric sales methodology (CCS) with a client seeking to blend the best of several sales approaches. Based upon nine main tenets, CCS seeks to transform salespeople from product pushers to collaborative consultants. As we reviewed each tenet, it was easy to see how they apply to and support the concepts of the Great Demo! methodology (GD) (can you hear the voice of Peter Cohan in your head saying ‘But Wait…There’s More…” LOL).
CustomerCentric behaviors have empowered sales strategies for years and remain highly pertinent today even as we consider newer models and approaches like the Challenger Sale. Below we hope you will enjoy a quick comparison and further validation of the brilliance in both models, one for Sales and the other for Presales, as you continue to deliver surprisingly effective software demonstrations.
CCS Tenet #1: Converse situationally instead of making presentations
GD Principle: The Great Demo! methodology teaches that we want the audience to perceive that the demo is a two-way, bidirectional conversation, rather than the fire-hose delivery style of information!
CCS Tenet #2: Ask relevant questions instead of offering opinions
GD Principle: The Great Demo! methodology teaches us to Peel Back the Layers in accord with the client’s depth and level of interest. ”Would you like to see more?”
CCS Tenet #3: Focus on the solution instead of the relationship
GD Principle: By presenting the Delta we can ensure we are focusing on the solution and how to impact the client’s business and solve the customer’s problem.
CCS Tenet #4: Target decision-makers instead of users
GD Principle: Remember the Situation Slide and the Inverted Pyramid. Address the highest level problems first and then Peel Back the Layers in accord with the customer’s depth and level of interest.
CCS Tenet #5: Promote product usage and outcomes to garner interest instead of the product alone
GD Principle: Use Illustrations. An Illustration is a concise, visual method of communicating the reality of a Solution. Often, an Illustration is a desired report, which may be generated from the results of a series of individual steps.
CCS Tenet #6: Strive to be the best seller rather than the busiest
GD Principle: Invest in discovery. Hold the demo until the appropriate time and after fully understanding the client’s Critical Business Issues and Specific Capabilities required. Consider workflow analysis as a great way to fully understand the value your solution can provide.
CCS Tenet #7: Close on the buyer’s timeline rather than the seller’s
GD Principle: Critical Dates - By understanding critical dates and impending events we can create a deal timeline that helps ensure the solution and value (Delta) are realized for the client.
CCS Tenet #8: Empower buyers to buy instead of convincing them
GD Principle: Consider the key elements of a Situation Slide which is a structured way to capture and communicate key elements of information. The Situation Slide offers a critical advantage, it is a tool to review the needs of the clients as presented in the form of a two way bidirectional conversation using the clients nomenclature and information.
CCS Tenet #9: Every sales transaction should either enable a buyer to achieve a goal, solve a problem, or satisfy a need. If the product or service won’t fulfill any of these three ends, the salesperson should walk away from the deal.
GD Principle: If you cannot help the customer achieve a goal, solve a problem and have not invested in signficant discovery you are not ready to provide a technical proof demo.
While unique in style, yet fully supporting the other, we hope you have enjoyed the comparisons above between these two great sales methodologies. If you have additional thoughts on how other sales methodolgies can be compared to the Great Demo! methodology, please leave a comment.
Happy (Solution) Selling!
Paul H. Pearce
Principal, Winning Demo