GOALS FOR ADVISING A CUSTOMER IN BUY:

Present a proposal that addresses the needs and challenges

• Present a proposal that addresses the needs and challenges uncovered through dialogue.
uncovered through dialogue. The proposal could include products,
• The proposal could include products, tools, people that will help solve a problem or improve their business.

tools,
USE THIS JOB people
AID IN BUYand CALLSresources that willHAShelp
WHERE THE FOLLOWING solve
ALREADY a problem
TAKEN PLACE: or
• You’ve met with the customer and have agreed to hear more about SW solutions
improve
• You’ve uncovered the value link between their business.
your recommendation and their opportunity

HOW A POWERFUL OPENER HELPS TO ADVISE THE CUSTOMER:

When meeting with a customer who is in the BUY stage, you will want to start the
conversation by reminding them about what you had learned in your last meeting, and
how it led to what you are prepared to talk about today. It allows you to get their
attention by restating the value link, e.g., the needs they had shared and the value of
the solutions you are about to recommend in your proposal.

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

1. PURPOSE: Explains the reason for your meeting (i.e., to present a proposal with
solutions that address needs uncovered in earlier meetings)
2. BENEFIT: The value link that describes what’s in it for the customer to work with
SW. (e.g.., how your proposal can help them be more successful)
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.

I’m glad we had a chance to talk last week. I reviewed the job and thought about
the things you said that were important to you. You shared that you needed a
durable coating for metal trim and doors to reduce the number of costly callbacks.
You also mentioned that you lose time and profit running between jobs delivering
paint. I have some solutions for you. Before I get into that, is there anything else
you want to talk about today?