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1. Why Do The Customers Buy ~ The Seven Keys for Customer Relationships
Typically, customers buy from two perspectives: Value/quality/solutions: These customers tend to make rational decisions and are concerned about budget, durability, and return on investment for their organizations. Reliability/convenience/image: These customers tend to make emotional decisions and are concerned about low buying risk, trust, and prestige for themselves. The relative importance of each of these factors depends on the i...

2. The Verbal Structure and Tactics of Explaining to Customers
The structure of explaining highlights the difference between the benefits of goals and the benefits of features. Start your explanations with customers' goals and they will value them more as they listen to how you connect features to them. Avoid leading with the features of products and making customers wait as you work your way back to their goals. It takes a little practice becoming comfortable starting explanations with customers' goals—not product's features. It is like visiting a country where they drive on the wro...

3. Account Management
In account management, you protect and grow your base of positive customers. You count on their untapped opportunities to grow your sales production at a faster rate than their market segments (or, at least, your sales quotas) grow. You concentrate on ensuring that their goals, filters, and systems of evaluations still favor your company. You want to be at the joint planning level (where you progress from vendor to supplier to partner) and help customers set and achieve their long-term goals. Your sphere of influen...

4. Business questions Not product statements Demonstrate expertise
You let customers know how well you understand their business by the questions you ask. When you recite large amounts of technical facts about your products, you reflect only how well you understand your products. Nevertheless, a common myth prevails among salespeople that product experts are customer experts. It is easy to understand the roots of this myth. If your sales training was typical, it mainly involved learning features and benefits. There is one slight problem: Your customers do not have features and benefits; ...

5. How Different Companies Review New Accounts and existing Customers` Accounts
Not all companies review credit in exactly the same manner. Depending on the nature of the business, the corporate culture, the resources devoted to the credit review process, and the amount of credit granted with open terms, companies set credit review guidelines. The range of what is done is quite wide. The following list includes just a few of the ways companies evaluate credit of the new customers: • Every new customer must complete a credit application. • Have credit policies ...

6. How to Motivate Customers to Share Information
When customers qualify themselves, you ask them to share information. Sometimes, they consider this information confidential. For instance, customers often consider topics such as funding and their roles in the decision-making process to be private information. A customer's biggest disincentive to share information is the fear that it weakens his or her negotiating position. It does when you mention specific products before customers state their goals. Customers know how the game works. They quickly realize that any infor...

7. How to deal with customers who equate needs with goals
You also deal with customers who have only specific needs and products in mind. A customer might think she is satisfying her specific needs and that buying those specific products are her goals. They are not. You know the type. "Just give me a price on what I need and I will call you if you get the job." This person is the boss and that is that. You need a lot of willpower not to throw out a price and duck—and wish her (and you) luck. Resist the temptation. You do not want to react to her specific product requ...

8. The Difference Between Good and Great Solutions
A great solution is when the customer gets outstanding value, the solution does not use up lots of their resources (which these days are always thin), and we all deliver on time. It all comes down to implementation. Do you make it easy for the customer, or is it a challenge for them to implement with you? Do they get real financial value, and how much value do they get out of it, and what is the X factor? Can we actually deliver something to them quickly, so that once they make a decision they can actually get excited and...