- Issues: What problems or results is the client trying to address? What's the priority?
- Evidence: How do you measure success?
- Impact: What are the financial and intangible costs and benefits?
- Context: Who or what else is affected by the issues and the solution?
- Constraints: What has stopped (or might stop) the organization from resolving these issues?
To qualify prospects interest expect to get no more than 2-3 mins in person or 60-seconds over the phone. The Opportunity Checklist points to what we want to know in order to qualify the opportunity; structuring the conversation is a questioning process to efficiently elicit that information.
When I write a sales playbook, one of my foremost questions of my client is about who is the competition and what are they week at? The idea is simple and well known! Tell me the enemy's weakness and a related strength you have, and our playbook strategy has a chance! Most CEOs arm their sales teams with just their product strengths. That leads to surprises in the field. Don't be that CEO!
NOTE: The learnings from this blog site are not a substitute for a training course; training courses are not a substitute for working together in the field. If the content here resonates and you want to explore further, give me a call.