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Reason #1: To Make Something. People buy things to make things. In business parlance, this is called opportunity. Whether it's a computer system, a website, or raw material, the buyer is not buying the product per se - the buyer is purchasing to make something with that product. The hand-held drill manufacturer is selling drills, but the consumer is buying holes and the drill that can make the best/most/cleanest holes will win.
Reason #2: To Increase Something. Another way to get better is to increase output (to increase sales) or increase quality (and increase margins). This is your classic Return On Investment
(ROI) scenario: if buyers believe that what they're being offered will help them increase output or increase quality over a reasonable period of time, they will buy.
 Reason #3: To
Save Something. People sometimes buy to save time, save money, save effort, or save steps. For example, a person may buy a web service to process orders quickly using the Internet. This saves time and money.
Reason #4: To Protect
Something. People sometimes like to mitigate risk. From
health insurance to air bags, from virus protection software and firewalls to home security systems, people buy to protect what they have. Companies protect their reputations and the trust they've built with the public. If what you're selling can help mitigate risk by protecting the buyer from something, the more likely the buyer is to opt for the product or service.
Reason #5: To Reduce Something. People sometimes buy to reduce errors and reduce waste and reduce inefficiencies. For example, hospitals invest in high tech equipment everyday to reduce diagnostic errors (and, by reducing diagnostic errors, they can protect their reputation).
Reason # 6: To Improve Something. People sometimes buy to make things better. Businesses seek to improve their sales process and go-to-market strategy
 incrementally year after year. They seek to improve their product - or product line. Each person in every department in every company seeks to improve the way things are done. If what you are selling improves the way we do things or the products and services we offer, the more likely the customer will buy.
People buy for THEIR reasons, not yours. And knowing what those reasons might be will help you be more successful in sales. Your job is to find out which of these reasons is the compelling reason YOUR customer will buy from you.
This information comes from Entelechy's High Performance Customer Service and High Performance Sales programs. For more information, please check out our website at
www.unlockit.com.
For a related article published on US WebPros, check out Communicating Value at
http://www.uswebpros.com/?Communicating_Value&a=724.
Fairchild Semiconductor Global Account Management Clinic - Maximizing Sales Effectiveness
On April 29, 2005 Entelechy and Fairchild Semiconductor unveiled Fairchild's pilot Global Account Management (GAM) Clinic. Fairchild chose Entelechy to support their Global Account Management initiative because of Entelechy's extensive experience in strategic account planning and our capability in creating a training program that addressed their needs and roll-out requirements. Entelechy worked very closely with Fairchild every step of the way, customizing the account plan program to fit Fairchild's selling model, mirroring their language, and supporting their internal systems. George Lichte, Entelechy's Vice President of Business Development, played a critical role in the clinic's development. As the facilitator of the GAM clinic, George states, "Commitment to strategic account planning means defining the account teams - this is part of the knowledge management process."
Deb Schuler, Manager of Global Training and Development at Fairchild, states, "While we've only just begun with the implementation of our Global Account Management Clinic initiative, we are already seeing positive results. One of our account teams, just days after participating in our pilot clinic, took a completely different approach in preparing a sales presentation by incorporating the customer's critical successful factors - a key GAM concept. The reaction from the customer was impressive and the team felt they had successfully positioned Fairchild as a potential partner in the customer's eyes."
Entelechy also trained Fairchild managers, who will be the future trainers for their in-house clinics. "Fairchild wanted ownership of their materials so their managers could become the trainers of the GAM clinics," George states. "One of the most compelling things about the clinic is the ownership by management. Many planning initiatives fail because there is not adequate ownership. Fairchild's unique model gets around all of this."
Another critical component in the development of this program was the creation of an electronic account plan, unique to Fairchild. Creating this account plan (a sophisticated Excel spreadsheet) required Entelechy to develop an in-depth understanding of Fairchild's processes. The electronic plan is designed to align with Fairchild's internal models and systems, as well as support and reflect those key concepts conveyed during the GAM clinic. Tying in an electronic account plan into Fairchild's internal systems reinforces the effectiveness of the GAM initiative for sales results.
The feedback and results from Fairchild about Entelechy has been very positive.
Schuler reflects: "Entelechy has been very easy to work with on this project and has been a true partner throughout the process. George's extensive sales and training background made him the ideal facilitator for our launch of this program and he will continue to be a valuable resource for us as we bring this program in-house. To all involved, thank you for a successful pilot!"
To learn more about Entelechy and how we can help your organization reach its sales goals, contact George at
glichte@unlockit.com
or call (603) 589-1858
Improve YOUR Training with Entelechy's
eGuides!
Entelechy provides tons of free training tips and techniques on its web site at
www.unlockit.com. Since ALL we do is customized training, we've amassed quite a few practical tips. Check out the heading "Improve Your Training" for free tips.
Additionally, Entelechy offers low-cost eGuides of special interest to trainers, speakers, and team leaders. Check out
http://unlockit.com/eguides.htm
for more information on:
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Entelechy's Approach to Performance - your eGuide for linking training to business goals and ensuring a positive return on your training investment.
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Designing Training Based on Five Content Types - your eGuide for effective and practical training design using content to drive design decisions.
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Practical Design and Development Tips - your eGuide for new and experienced designers; includes an overview of ADDIE, a glossary of instructional design terms, and over 100 practical shortcuts and tips.
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Evaluating Training - your eGuide for evaluating training at four levels. Includes many examples of evaluations for you to use as a springboard for your own training.
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Entelechy's Famous Icebreakers, Energizers, and Activity Ideas - only the best made it into this eGuide; we included activities that we've used and refined in Entelechy's training.
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ttraut@unlockit.com
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http://www.unlockit.com
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