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Beyond Selling Value

Beyond Selling Value. Chapter 6 “The Inside Stuff” Fundamentals of the Research Meeting. Why research meetings?. “Beyond Selling Value means conducting more customer research meetings and fewer product-focused sales calls” Research Fun 1 (2:00) Research Fun 2 (1:15).

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Beyond Selling Value

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  1. Beyond Selling Value Chapter 6 “The Inside Stuff” Fundamentals of the Research Meeting

  2. Why research meetings? • “Beyond Selling Value means conducting more customer research meetings and fewer product-focused sales calls” • Research Fun 1 (2:00) • Research Fun 2 (1:15)

  3. Research Meeting Objectives • Insider perspective • Business fit • Coach development (Ask questions) • Groundswell (Getting contacts excited)

  4. Process Chart • 1) Preparing • 2) Opening • 3) Conducting • 4) Closing • 5) Following up

  5. Research Meeting Preparation • Making your selection (initial research contact) • Scheduling (meeting to “better understand” their business) • Scheduling Scripts • Logistics (Where to meet, take notes) • Who’s on the guest list • Meeting duration • Plan of attack

  6. Opening the Meeting • First 60 seconds dictates what happens in the next 20,30,60 minutes • Capture attention right away

  7. Conduct research meeting • Remember 95-5 rule • Question everything • Open ended • Closed ended • Assumptive questions • High impact questions

  8. Close meeting • Maintain professionalism • Show appreciation • Summarize meeting • Request referrals (other contacts) • Request “open door” (call again) • Figure out the contact’s potential

  9. Following up • Use thank you note, message • Call back if additional things come up

  10. Common temptations • Talking too much • Digging for dirt (Avoid confidential topics) • Handling objections (research meetings should focus on understanding) • Unleash the product hammer

  11. Conclusions • Planning for research meetings makes them go more smoothly • Unplanned Research Meeting (1:15) • Be professional and inquisitive • Begin and conclude the meeting with emphasis

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