GOAL FOR DEEPENING WHEN A CUSTOMER IN VALIDATE:

• Expand the relationship by learning about additional needs and opportunities where SW solutions can help
improve the customer’s business.
USE THIS JOB AID IN DEEPEN CALLS WHERE THE FOLLOWING HAS ALREADY TAKEN PLACE:
• A new customer has tried a product and/or tool and you want to reinforce the value
• It’s been a while since you had a meeting with an existing customer who regularly uses SW

HOW A POWERFUL OPENER HELPS TO DEEPEN THE REPLATIONSHIP W/ A CUSTOMER:

The opener in a VALIDATE call allows you to show your appreciation for the customer’s
business, and to open the door to learning more about what is important in the
customer’s world.
With a new customer who may have used SW for the first time, it allows you to close the
circle on the buying process, as well as ask additional questions to learn more and grow
future business. With existing customers, the opener sets the stage for a business
conversation where you reinforce the value of the partnership to-date and create
additional dialogue about future opportunities.

A GOOD OPENER FOR A VALIDATE CALL SHOULD CONTAIN 3 ELEMENTS:

1. PURPOSE: Explains the reason for your meeting (i.e., to show appreciation for
their business and to uncover additional ways to support and help them grow)
2. BENEFIT: The value link that describes what’s in it for the customer to work with
SW. (e.g., how you can help their business)
3. INVITATION: Asking a question early in the meeting encourages the customer to
talk about their situation with you.

NOTE: The elements of the opening statement do not need to be in any specific order.

WHEN A NEW CUSTOMER MOST RECENTLY WAS IN THE BUY STAGE:

Thank you for taking the time to meet with me today. I’m interested in hearing more
about your experience with the new tool/product. I’d also like to talk more about some
of the other challenges you are facing right now and how I might be able to help. But
before we talk about that, is there anything you would like to discuss first?

WHEN A REP HAS AN EXISTING RELATIONSHIP WITH THE CUSTOMER:

Thank you for taking the time to meet with me today. I really appreciate your business,
and I hope you’re happy as well. Today I’d like to catch up what may have changed since
we last spoke so that we can discuss other ways I can help you with your business. But
before we talk about that, is there anything you would like to discuss first?