From the course: Sales: Closing a Complex Sale
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Quantify the gap
- Now that you've created a genuine connection and set up the problem by defining a gap with your pattern interrupter in step two, it's time to ensure the customer understands and acknowledges the actual, tangible, cost of the problem. Because the brain associates value with contrast, and likes to solve problems that are concrete, you must help the customer assign a true value to the problem. Continuing with our VP of Sales example, we need to help him quantify the cost of discounting, longer sales cycles, and missing his revenue goals. We do this through a combination of effective questioning techniques and good old fashioned math. Keep in mind, you've just come off a great dialogue around the problem in step two. From there you launch into the questions that allows the customer to come up with the cost in their own terms. "Mr. Customer, now that we understand "the big picture of the why, behind "sales execution gaps, let's talk about "what it's actually costing the organization…
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