Selling above and below the Line by Miller William;
Author:Miller, William; [Miller, William Skip]
Language: eng
Format: epub
Publisher: AMACOM
Published: 2022-10-02T00:00:00+00:00
ATL AND BTL SOLUTION BOXES
Each department now has some problems they need fixed. Answers will be coming from the bottom up as well as from the top downâfrom below the line as well as above the line.
Letâs look at Mark, the VP of Engineering. Mark has additional budget to get the new designs out. However, Jerry, the lead engineer, has been looking at a new CAD system that will save time in the design process. So Jerryâs solution is to spend the $25K on a new CAD system. Letâs call this Solution Box A.
Mark has a problemâto get the new designs ready for manufacturing by the first of the year. He knows he needs to do this better than the way he does it today. The new designs will bring in 10 percent more revenue to the company, but Mark sees a one-month delay in getting the designs out. That will cost the company about $200K. He has to close this $200K gap. Mark also needs a few other things to go right to help close this deficit; for example, he needs to hire a new design engineer. There is a rumor about possibly moving to a new facility. Weâll call this Solution Box B.
For Jerry, you are the complete solution because you are a CAD salesperson. His entire Solution Box A is a CAD system. He has gotten approval from Mark to go look at systems, and has a $20K budget that is being talked about.
When, as a CAD salesperson, you call on the Big Red Door account BTL, you will be talking to Jerry about the features and functions of your product. Jerry will be excited and want a demo, a proposal, all the right things.
You will try to get to Mark, the C-level buyer, in order to give him an overview of your system, but youâll find out that Mark really doesnât care that much about it, since he has delegated that responsibility to Jerry.
From the bottom up, the BTL buyer wants a CAD system. From the top down, the ATL buyer has to get a new designer on board, get a CAD system (optional, in his view), and oh, possibly move into a new facility, all while trying to get a new design out one month quicker than normal so he can close the $200K gap he is responsible for.
A good salesperson will call on Jerry and make sure that what Jerry wantsâthe BTL features and benefitsâJerry gets. He will also call on Mark, and ask Mark about his challenges. Mark will talk about his Solution Box B, and he and Mark together will decide the CAD system can make a dent in the $200K gap (which it can, so watch Mark get Jerry the $25K he needs to buy the system).
However, if you want to speed up this process, you want to go hunting for Trains.
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