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The sales call wasn’t going well!
I was watching the prospect’s reaction to the salesperson’s statements…
He said, “It looks like you’ll gain $24 million annually by implementing our software.”
La respuesta de los jugadores potenciales fue el silencio. Ninguna emoción, ningún interés perceptible. ¿Qué ocurría?
The prospect participants consisted of mid-level managers and their staff members. I heard one staffer mutter to a colleague, “$24 million? Nosotros no verá nada de eso".
Even though sufficient discovery had been completed, and the numbers were from the prospect, this group remained unconvinced.
Why? Because value statements need to align with job title!
There are three interchangeable measures of value: time, people, and money. Each needs to align with the corresponding job title nivel.
What are executives interested in saving or gaining? Money! When speaking to high-ranking prospect representatives like C-suite, senior VPs, and VPs, their metric of interest is money. For these folks, gaining $24 million each year resonates strongly.
What about middle managers? (Your turn…!) If you said “people,” you are correct! Yes, money is of algunos interest, and time savings as well, but what do middle managers always request when planning next year’s budget? Personas! “We need more resources…!”
So, our salesperson translates $24 million into gente resources, and we have that number from our example: 12 additional doctors (https://greatdemo.com/arithmancy-the-magic-of-numbers/). Our salesperson rephrases, accordingly, when addressing the mid-level managers, “It looks like you’ll gain the equivalent of 12 more doctors by implementing our software…”
This time, we see engaged responses from the managers. They can visualice 12 additional headcount contributing to their team.
OK, the executives are now looking forward to an incremental $24 million in revenues and the managers are updating their doctors’ schedules to accommodate the additional doctor-patient interactions represented by 12 additional doctors.
What about the staff, the doctors themselves? What motivates them?
One motivation is improved patient care. By seeing more patients each day, they can visualize improved patient care and (hopefully) improved outcomes. And by saving 3 minutes recording their notes with each interaction, they recover 45 minutes cada día that were previously consumed by laborious manual documentation (to say nothing about readability, transcription errors, etc.!). 45 minutes is a quantity that is easy to picture, and it resonates with the doctors.
Summarizing, when communicating value, we need to align to prospect job title and level:
- A los ejecutivos les interesa ganar o ahorrar dinero.
- Los mandos intermedios quieren más gente
- Los funcionarios quieren ahorrar tiempo (and to go home on time!).
See more starting on page 85 of Descubrimiento
https://www.amazon.com/Doing-Discovery-Important-Enablement-Processes/dp/B0B8RJK4C2/