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About
USAM
We
assume you are selling WHAT the market is buying.
We
can help you understand HOW the market expects to buy it.
We explode the common myth of sales management
that there exists a
universal set of sales skills that all sales situations require. This myth derives from a
sales rep centric perspective and assumes that the sales
rep’s skills will control the sale.
The reality is that Purchasers come with their own
agenda. Even if you
are selling what the market wants you have to sell the way they expect
to buy or your prospects will simply buy from someone else. The key is to match your sales strategy
to your prospect's process expectations.
THE
PURCHASE EVENT INTERFACE
The point at which Buyers and Sellers come
together to engage in a commercial transaction is what we call the Purchase
Event Interface.
If your “sales process” and the
buyer’s “process expectations” are not in
alignment this interface will not operate efficiently.
If the interface is inefficient your value
proposition will have a more difficult time getting across than will
your more efficient competitor’s. In
short, your competitors will beat you.
Not because their product represents a better
solution for the prospect but because their message came through more
clearly and efficiently than your’s did.
PURCHASER
PREPAREDNESS
The key to understanding the Purchase Event Interface is determining how
prepared your prospect is when this interface occurs.
Depending on the nature of the solution the prospect
is acquiring they may actually know a lot or a little about the nature
of their problem or the nature of the solution.
This is what we call Buyer Preparedness. For example, if you are
feeling ill you want to feel well again (that is the
solution). The first thing you do is go to a
physician. By going to a physician you are
purchasing a service but you really know very little about the nature
of the problem or how to solve it.
On the other hand, if you want to travel by car
(that is the solution) and the car is low on fuel, you need to purchase
fuel. In this case
you understand the problem and solution quite well.
In both cases you made a purchase even though
your Buyer
Preparedness was quite different in each case. As a result of your
different levels of Buyer Preparedness
your Purchase
Event Interface was very different for each
purchase. One
simply doesn’t select physicians the same way one selects
gasoline stations. Gasoline Distributors and Physicians need
to "sell" in very different ways. Sales management must select a sales
strategy that accommodates Buyer Preparidness.
THE
CRITICAL FUNCTION
If you don’t have a clear and reality
based understanding of what happens at the Purchase Event Interface,
that is to say: what variable factors impact the efficiency of
the interface and how your prospects expect these factors to be
aligned, the only way to develop the right sales strategy is by luck. “LUCK”
is not a reliably repeatable model.
Through the application of our unique Unified Solutions Acquisition Model (USAM) we can
help your company avoid all too common and costly sales strategy
misalignments.
We can help you:
- Understand HOW purchasers
expect to acquire your product.
- What Sales Strategies will be
effective at the Purchase
Event Interface.
- What Sales Methods will
be effective to execute the Sales Strategy.
- What Sales Skills are
required to execute on these Sales Methods
- What type of sales rep will embody these skills
- How to attract these reps
- How to compensate your reps
- How to build feedback
mechanisms that gauge performance on critical success metrics
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