The New Solution Selling by Keith M. Eades

Author:Keith M. Eades
Language: eng
Format: epub
Publisher: McGraw-Hill Education
Published: 2004-03-19T16:00:00+00:00

VISION PROCESSING MODEL, VISION RE-ENGINEERING

When it comes to active opportunities and vision re-engineering, I strongly recommend following the 9 Block Vision Processing Model. You’ve already seen the 9 Block Model. However, this time we’re going to use the 9 Block Vision Processing Model differently. In vision re-engineering, we start in Box C1, because the buyer is already at vision. See Figure 10.1 and note the nine steps and the new sequence by which we navigate the model.

Figure 10.1 The 9 Block Vision Processing Model—Vision Re-engineering

Let’s revisit our sales scenario with Bill Hart and Steve Jones, but let’s reverse the situation. This is not a latent opportunity. Steve Jones, VP Sales for the manufacturing company, Titan Games, Inc., calls Bill Hart. Steve briefly explains why he is calling, and then asks for Bill’s product specifications, pricing, and a demonstration. Bill is told that Titan is in the market for e-commerce capabilities. Steve is inviting Bill to bid or, as we now know, to fill a column—but not Column A.

The conversation starts with the buyer calling the salesperson. Bill engages the buyer in a vision re-engineering conversation. Note how Bill navigates through the resequenced model—what he says and when he says it.

Buyer: Mr. Bill Hart, please.

Salesperson: Hello, this is Bill Hart speaking.

Buyer: Mr. Hart, my name is Steve Jones and I work for Titan Games, Inc. We’re a manufacturing organization that specializes in production of toys and games … [the description continues in detail]. We haven’t met, but we’re looking for some specific e-commerce type of capabilities. We’ve heard great things about your company and would like to know what you have to offer. You know, the usual stuff: specifications, terms and conditions, prices—including a demonstration of your offering.

Salesperson: Thank you. I’ll be happy to give you all the information you want, but before I do, I’d like to ask you a few questions. I need to know more before I’m able to talk about our offerings.

Buyer: Like what?

Here’s an important Solution Selling principle: first make yourself equal before you make yourself different. In other words, first understand everything you can about the competing vision. Think about it: How will you know how to compete and what differentiators to use until you thoroughly learn about the current vision?

As you read this hypothetical conversation, note that each step has a small graphic illustrating where that step occurs in the 9 Block Vision Processing Model. It will help you follow along in the dialogue.

We enter the conversation starting with the first box (C1) of the 9 Block Vision Processing Model.

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