The Innovative Sale by Mark Donnolo

The Innovative Sale by Mark Donnolo

Author:Mark Donnolo [Donnolo, Mark]
Language: eng
Format: epub
Publisher: AMACOM
Published: 2018-11-02T00:00:00+00:00


Deconstruct Your Challenge Question

First, we stated our challenge, and then we gained insight by asking questions in the first steps of the Innovative Sale process. We dug beneath the surface of the problem to understand its underlying causes. Now that we have an inventory of possible parallels from the five generations, we can break our original challenge question into parts to begin matching and combining. The idea here is to find potential parallels for each part of our challenge.

For example, let’s take the software license renewal challenge and break it into parts. Julie defined the challenge as, “How can we develop a customer loyalty program that will increase license renewals?” As shown in Figure 5-3, we can break this question into parts. I’ve emphasized the important elements in capital letters: “How can WE develop a CUSTOMER LOYALTY program that will INCREASE LICENSE RENEWALS?”



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