Written by Bill Hodgdon                                               Hodgdon Consulting Services
724-935-0409; Fax: 724-935-3180                             836 Arbordale Lane
E-Mail: billcrs@aol.com                                               Wexford, PA 15090

Customer Results Selling

For Salespeople Who Already Know How To Sell

Customer Results Selling is for people who sell products and services to businesses and already know how to sell.  It is based on one simple premise – that businesses buy products and services to produce better business results.  This can be called the “Business Results” Premise.  Understanding this basic premise is the key to raising the productivity of business to business salespeople.

Businesses buy products and services to produce their own products and services.  The budgets established and the monies spent are always spent with the expectation that better business results will be produced.  Experienced salespeople know they are selling solutions to problems so they probe for problems, needs, competitive intelligence, and to better understand the various people who can influence the decision to buy.  But the really superior salespeople go one step further – they probe for numbers.  They learn the measures of the problems.  All professional salespeople know they must ask questions.  Virtually all sales training programs today focus on asking good questions.  But there are three that should be at the top of the list.  Very few salespeople are able to provide answers to the first two questions with numbers.  Customer Results Selling focuses on how to learn the correct answers to all three questions:

1. What business results does the account expect to produce by purchasing from your company?
2. What business results is the account currently producing that they expect to improve by purchasing the solution from your company?
3. What are the specific product or service features and corporate capabilities that will be evaluated to determine which supplier will be the best at producing the answers to the first question?