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Published by Shailesh Agrawal
A very good book for sellling
A very good book for sellling

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Categories:Types, Research
Published by: Shailesh Agrawal on Jan 25, 2013
Copyright:Attribution Non-commercial


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Metaphorically think of yourself as pushing a record button

and be interested in the same way as you would be with the

famous celebrity.

✔ Do your homework

✔ Be interested

✔ Be respectful

✔ Be in rapport


➧Listening is more important than talking.

➧Have an outcome for the conversation.

➧Listen for the channel or language pattern they
use. Test it and once you know it, speak to them
using their language.

➧Nearly match their voice and body.

➧Use a my rules are for me, your rules are for
you frame.

➧Take notes.

In the next chapter, we explore the kinds of questions to ask.




Getting to the Problem

Solution is defined as “the successful action of solving a


Sales Mappingdefines it this way: First comes “P” for

problem,then “R” for result. Once you know both of these,

then, and only then, are you able to develop an “S” for


So far, we have covered R1 Rapportand R2 Recordof

the R5Communication model. In this chapter, we will focus

on R3 Release,“Getting to the Problem.”

If you want to really understand how to improve your

sales efforts, then it is vital for you, or an outside firm, to

conduct a loss review with your prospect or client. Learn

from it and make the changes necessary.

In conducting loss reviews with prospects and clients,

here are some examples of the customer’s version of why a

company loses the contract:

➧“They missed the target.”

➧“They did not understand the problem.”

➧“They proposed the wrong solution.”

➧“The cost was way over our budget, even though I

told them what we could spend before they submitted

their proposal.”



➧“What they showed us was not what they proposed.”

➧“The salesperson was too pushy.”

➧“The price was too high.”

➧”The results we wanted were not even addressed.”

➧“We could do the job with our own people for less

money and in a shorter timeframe.”

➧“The salesperson did not understand the


➧“The salesperson did not do his homework.”

What do salespeople say when they lose? Here are some


➧“We were outsold.”

➧“They didn’t tell me that was important.”

➧“Nobody said that was needed.”

➧“I was never shown or told that.”

➧“I thought we were going to win.”

➧“I never even knew they had an internal group that

could do the work.”

➧“I misread who the real decision maker was.”

➧“I did not know our competitor was in there trying to

get the business.”

➧“Nobody told me how they would award the




➧“There must have been a communication problem

inside their organization, because my contact liked me.”

➧“It was not my fault.”

“What we have here is a failure to communicate”is the

famous line from the movie Cool Hand Luke, and this is what

we have in our sample of responses. The more interviewing

I do with clients, prospects and salespeople, the more I can

connect it back to communication problems.

What we have here is a communication success.This

is not a famous quote from any movie, but it is exactly what

happens with a sales win!

If I sum up what I have heard from clients who have bought,

this is what they told me:

➧“They understood my problem, and proposed a

solution that would get the results my company


The sales team that worked on the win summed it up this


➧“We understood what the client wanted and we

developed a solution to get them where they

wanted to be.”

Of course, I’m saying to myself, “Okay Rich, you have a

stranglehold on the obvious, so what do you do about it?”

Well, I am getting there, beginning with the next section.





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