Tham khảo tài liệu 'how to compete and win when the stakes are high_4', khoa học xã hội, kinh tế chính trị phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Diagnostic Positioning Creating a Compelling Engagement Strategy 111 Key Thought The Victim Is Much More Receptive and Communicative Than the Perpetrator. The individuals in a business whose performance measurements are adversely affected by a business problem or an inefficiency are much more receptive to discussing it than the individuals who are not and in fact may be the cause of the problem. is a declaration of certainty. The salesperson is certain that his solution will be valuable to the prospective customer just as it has been of value to others and he or she says something like May I show you how our solution will improve your business The problem with a question like this is that it challenges or provokes the customer who immediately thinks or says Sure it will. Prove it. The salesperson begins the initial approach in a defensive position. A value hypothesis in contrast is based on facts about the customer company. The sales professional has noticed certain physical evidence and in many cases this evidence suggests that certain performance metrics within the customer s business could be at risk. Thus the value hypothesis is really a question posed by the sales professional to the customer such as Are you also seeing this evidence and does this degree of risk relative to your other priorities warrant taking the time to check the validity of the hypothesis It leads the executive to say Help me prove my performance is at risk. The power of the value hypothesis is that it sets up a relationship based on credible open and honest communication. It is an observation developed into a hypothesis rather than a value assault which is an unverified opinion or judgment about the customer s situation. The value hypothesis also 112 DISCOVER THE PRIME CUSTOMER sets up a collaborative conversation where both parties are looking to validate the hypothesis whereas the value assault sets up the classic sales argument salesperson presents customer objects. In the case of the .
