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Achieving Level 7 is a major step! Most presales and salespeople are completely sin saberlo of the use of Biased Questions.
In traditional demos, vendors endeavor to show as much functionality as time allows, regardless of whether that functionality is meaningful or relevant for the prospect. In Great Demo! methodology, you learn how to present exactamente the capabilities the prospect needs, based on discovery.
But what if you realize, during the demo, that there are features your prospect debe need or want, that you hadn’t discussed during discovery?
How do you introduce those capabilities, but without the risk of flogging your prospect with unwanted features and Recompra? You use a Biased Question!
A Pregunta tendenciosa leads your prospect towards a logical conclusion, such as the need for your competitively advantageous capability. In these cases, the capability is introduced verbalmente and then shown only when the prospect agrees that it would be useful and wants to see it.
El profesional de Nivel 7 tiene un almacén de Preguntas tendenciosas listo para desplegar (tanto en descubrimiento como en demostraciones) y las introduce cuando es apropiado.
En medio de una demostración, la funcionalidad se muestra si el cliente potencial está de acuerdo en que la desea. En una conversación de descubrimiento, si el cliente potencial decide que desea la funcionalidad, esta se convierte en una funcionalidad específica que se mostrará en la siguiente demostración.
Las preguntas tendenciosas son utilizadas con frecuencia por los representantes de nivel 7 para impulsar las conversaciones sobre la reingeniería de la visión.
Why are Biased Questions so important? Two major reasons:
- Evita dejar dinero sobre la mesa.
- Permite la competencia de flanqueo.
Using Biased Questions is an effective competitive weapon. When a prospect embraces a broader or deeper solution that includes capabilities your competition lacks (or suffers from inadequacies), you are establishing competitive differentiation.
Skillfully applying Biased Questions can tip the competitive scales in your favor and increase the size of the order. Delightful!
Medida(s) para alcanzar el nivel 7:
- Utiliza preguntas tendenciosas.
- Amplía y establece la Visión de Reingeniería para los prospectos.
Pros:
- Permite la competencia de flanqueo.
- Puede aumentar el importe de la compra.
- A menudo mejora la solución consumida por el cliente.
- Reduce las posibles bajas.
Contras:
- Las demostraciones pueden seguir siendo comparativamente áridas y poco estimulantes.
Calificación: A-
Want a bit more?
See “Stunningly Awful vs Truly Terrific Competitive Differentiation – What, When, and How?”
https://greatdemo.com/truly-terrific-competitive-differentiation/
And here’s more on “Buying It Back”
https://greatdemo.com/stunningly-awful-demos-buying-it-back/
Biased Questions and Vision Reengineering are both covered in GREAT DEMO! y Descubrimiento:
Gran demostración Tercera edición:
https://www.amazon.com/dp/B0C9SNKC2Y/
Hacer descubrimientos:
https://www.amazon.com/Doing-Discovery-Important-Enablement-Processes/dp/B0B8RJK4C2/