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November 4, 2012
How to Anticipate the Next Compelling Event of the Buyer Process
By: Dan Bernoske
Your Buyers face their own compelling events. If you are the leader of Sales Operations, ask yourself a few questions:
To know a Buyer’s compelling event is critical. Why? Because this is the real reason the Buyer is buying. Compelling events are the engine of the Buyer Process. Before 2013 starts, now is the time to identify Buyer compelling events.
To get started, download this Compelling Event Assessment job aid at this event. Then update your Sales Process to assess these events as they happen. Designing or updating your Sales Process is complicated and time consuming. For Sales Operations, supporting the VP of Sales takes priority. So use an experienced Sales Consultant to assist you.
Where in the Buyer Process do you identify a compelling event?
A compelling event can be a new product, competitive pressure…or a hurricane. A Buyer will take action in response. That action is expected to deliver a significant business result. That result will either improve the situation or reduce the pain. The compelling event defines the reason for the Buyer to act.
You need to consider these events as part of the Buyer Process. Then align the way you sell to the Buyer. Here are two places to identify the compelling events:
What to focus on when using the compelling event job aid?
This tool helps identify events that motivate a Buyer. It provides a way to measure the magnitude of these events. For Sales Operations to know this will increase your ability to forecast. When used, the tool will gather information around these 4 key areas:
Call to action
Have you prepared your team for compelling events that trigger a sale? If not, download the Compelling Event job aid at this event. Prepare Sales. Incorporate this job aid into your Buyer-driven Sales Process. Then successfully anticipate the questions the Buyers are asking themselves.
To learn more about this topic, email me. I am happy to discuss Sales Process and the Compelling Event Job Aid.
Author: Dan Bernoske
Prior to SBI, Dan held business development, sales, and product management leadership positions at several start-up companies, developing Apple iOS platforms and E-Commerce-based social networks. Most notably, Dan was co-founder of Video Lantern, an online video advertising sales and operations firm. He is Six Sigma certified from GE.
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