You now know what results the three categories of buyers generally look for in your business. Now get more specific and generate a list of results that the individual buying influences want or need with regard to the particular sales objective you’ve been working.
Use the right hand page of the open notebook to make out this list. At the top of page write Win Results Chart and then divide the page into three columns and label them with subheading Buying Influences Results and Win Results Statements. Take out your buying influences chart and copy down the names of all your buyers in the left hand column. As you know, you may have four of these, or fourteen. Then, in the middle column, next to the name of each buyer write down the one or two key results you believe that he or she wants from this particular transaction.
In doing this, you can start with the results list that you just drew up, using it as a bank from which to draw out this new list. You’re performing a process of distillation a starting with the results that are universal in your business by buying influence category, and narrowing the focus to identify the results relevant to this sale, and these buying influences, right now.
Once you’ve listed the one or two most important results for each individual test them objectively. Your goal here is to see that you’ve identified results that are specific and relevant to each person’s situation. It’s not enough to say that one result you can give is to make the job easier. Look at the result and ask yourself the following test questions:
- What business processes this result address?
- How does the result improve or fix that process?
- How does the result relate to the specific business concerns of category of buying influence?
Then ask the same questions for each of the other results, and all the other buying influences, on your chart. Remember that the specific business concerns of your user buyers will be linked to on the job performance and that those of your technical buyers will be their screening tests of your product or service.
It should take you a minute or two for each buying influence to complete this step of the workshop. If you’re uncertain about a given person’s results, put a red flag in the middle column near that person’s name.
Now turn back to the sample wins chart that we presented earlier in the article. Using that chart as a guide – but only as a guide, not as a definitive catalogue go down the list of your buying influences again, this time trying to identify the wins that each one will get from the result or results that you’ve recognized as important to him or her. For each result, ask yourself the following question:
How will this buying influence win if my product or service delivers this result? In uncovering answers to this question for each person, you’re seeking not the person’s general wins or wins in the abstract but a cause and effect connection or linkage between each person’s desired business results on this sale and the personal satisfactions that those results will ensure. In our Strategic Selling programmes, clients make that linkage visible by drafting what we call a win result statement for each individual. You should do the same thing now. Taking each buying influence in turn, identify how that person will win if you successfully deliver the relevant result. Note the win in column three. Then for each person write a brief statement spelling out the connection between wins and results.
In doing this exercise you’ll probably come up against one or more buying influences whose wins you can’t readily determine. You may also discover that, while you know something about their subjective attitudes, you’re not certain how those can be most effectively addressed with the available results. In either of these cases, you’ll want to put a red flag in the third column of your win results chart. That’s to remind you that you need more information on this point before you can draft an effective win results statement. On the other hand, if you find that for one of your buying influences you have a perfect understanding of the linkage between wins and results, it would be appropriate to mark that on your chart with a barbell for strength.