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Discovery

Discovery. Jason Gurgal. Discovery. Sherlock Holmes Video: http://www.youtube.com/watch?v=F5sNwf9IyYc. Agenda. Tips for questioning Areas to investigate Role Play. Discovery. Goal: Uncover a potential customer’s goal or problem. Benefit: Makes the sale easier.

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Discovery

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  1. Discovery Jason Gurgal

  2. Discovery Sherlock Holmes Video: http://www.youtube.com/watch?v=F5sNwf9IyYc

  3. Agenda • Tips for questioning • Areas to investigate • Role Play

  4. Discovery • Goal: Uncover a potential customer’s goal or problem. • Benefit: Makes the sale easier. • Customer can easily see the value • Can create a sense or urgency around the problem/goal • Shows trust and putting the customer’s best interest in the forefront • Ensures we are positioning the correct solution • Reduces unexpected obstacles and objections

  5. Questions(types of questions, not question period  ) • 3 Types of ways to pose questions: • Open Questions Ex. What are some challenges your organization is facing? Pros: • Customer’s feel safe; able to discuss anything • Good initial questioning • Gain lots of information Cons: • Conversation may not go where desired • Easily get off track or unfocused • Obscure real issue

  6. Questions(types of questions, not question period  ) • 3 Types of ways to pose questions: • Framing Questions • Ex. How do you deliver information to your business users today? • Pros: • Customer is free to expand and give additional info • Helps keep the conversation focused • Allows you to explore and emphasize key areas • Customers still feel relatively safe • Cons: • Determining the topic of focus

  7. Questions(types of questions, not question period  ) • 3 Types of ways to pose questions: • Closed Questions • Ex. Do you need to pull information from multiple data sources in a single view? • Pros: • Short specific answers (Yes/No, Numbers, etc..) • Great to use to drill down or qualify • Excellent for ensuring clarity and understanding • Cons: • Puts the customer on the spot • Customers may feel pushed

  8. Questions(types of questions, not question period  ) • 3 Types of ways to pose questions: • Open Questions Ex. What are some challenges your organization is facing? Great for starting conversations. • Framing Questions Ex. How do you deliver information to your business users today? Great for keeping the conversation focused. • Closed Questions Ex. Do you need to pull information, from multiple data sources, in a single view? Great for quantifying things, ensuring comprehension and drilling down.

  9. Frame, Diagnose & Confirm • According to Huthwaite Features, advantages and benefits in a sales discussion each produce a different behavioral response. • Selling Features – Gets price concerns • Selling Advantages – Gets various objections • Selling Benefits – Gets support & approval • Frame, Diagnose & Confirm • Allows us to help the customer build a vision they own • Shows the benefits of our product mapped directly to their goals or challenges

  10. Frame, Diagnose & Confirm (Take Away) Goal: CIO wants to meet organizational requirements while reducing costs and increasing productivity Goal: Discover a problem or goal Products: LIST PRODUCTS REPRESENTED Products: CRS, CR & Publishing What are your current operational requirements and how are you keeping them under budget? What capabilities will you need to meet organizational requirements & reduce cost? What capabilities will you need to ENTER FRAMING QUESTION ENTER THE FRAMING QUESTION Diagnostic Questions Usage Scenarios Event: Question: Player: Action: While doing _______ Would it be helpful ______ (You, team, etc…) If they could do ________ When working on _____ How much time could _______ (You, team, etc...) Save if they were able to do ______ When data within your application changes on Monday Would it be helpful To your team If we could automatically detect the changes, run the reports and distribute them out via email to your users? When users access their information Would it be easier for You If you only had to create one report, but depending on who accessed it, it would only show data they were allowed to see? • 1. How are you getting information out to your users? • When is the data being delivered? What format do end users rquire? • How long does it take your staff to manually compose the information? • What happens if your users don’t get the information on time? 2. Should all users be able to view the same information? What happens if users are able to access information they shouldn’t? Are you able to ensure data is kept secure today when distributing it? How long does this take? What is the effort required? • 1. Enter Diagnostic Questions. • Use framing and closed questions to uncover greater detail. 2. Enter Diagnostic Questions. Use framing and closed questions to uncover greater detail. #,%,$,E? Event: Question: Player: Action: #,%,$,E? Recap: “So your current situation is…” Confirm SOLUTION: “If you had (capabilities)… could you then (achieve Goal)? Frame, Diagnose, Confirm document

  11. Agenda • Tips for Questioning • Areas to investigate • Role Play

  12. Project • Project • What are they trying to accomplish? • How are they doing it today? • What is the cost of not doing it? How much will they save? ETC…. • Who is involved? Who are the end users? • Do they have data, examples etc they can share? • Who is the ultimate decision maker? • What are the timelines?

  13. Customer Environment • Customer Environment • Where does the data reside? DW or application db? • What user directory application are they using? (AD, LDAP) • Are they Java or MSFT centric? • What portal technologies are they using? • Do they have Crystal/BOBJ/SAP products/experience?

  14. Additional • Additional • Are they evaluating anyone else? Do they use a competing product? • What do they need to make a decision? • How are they going to deploy our solution? • Are they open to Partners/Training?

  15. Discovery(Take Away) • Things to keep in mind: • Use open ended & framing questions to get the customer to provide information • Use closed ended questions to guide the customer • “Would it be useful if you could automatically process and deliver your sales reports every Monday morning to your end users?” • If we are in a competitive deal, make our key features and ease of use a priority. Guide them. • Give / Get. Your time is valuable too. • If you think you’ll need an SC to demo, get them involved in the discovery!!!!!

  16. Agenda • Tips for Questioning • Areas to Investigate • Role Play Role Play Cases

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