Aligning sales & marketing – tools
Sales propositions mindmap
As discussed in our white paper: 'How to develop value propositions' it is vital that we work out exactly how we add vale to our customers' business. This tool graphically enables us to map the customers' business drivers for any market segment and to identify how our products and services help the customer to grow their business and drive profitability. It also enables us to identify where we have competitive advantage and thus where we should focus our sales effort.
As the old adage goes: 'no one plans to fail but many fail to plan'. Sadly, this is too often the case with salespeople who might work very hard to secure meeting but no put meaningful effort into planning the call. This tool helps the salesperson to focus on the required outcomes of the tool in terms of 'customer commitment' and to consider in detail the sales propositions that will 'bite' with the customer and, crucially, the questions that need to be asked to develop the customer's needs and wants.
“Most discussions of decision making assume that only senior executives make decisions or that only senior executives’ decisions matter. This is a dangerous mistake.”
The DMP Grid is a tool which identifies where the key decision-makers sit within a grid mechanism which takes into account the levels of influence each has over a decision, how receptive they might be to your message and their level of support for your solution.
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