và các chuyên gia tiếp thị một khuôn khổ mạnh mẽ cho sự hiểu biết hoạt động bên trong của một doanh nghiệp và sử dụng thông tin đó để phát triển một chiến lược cho ảnh hưởng như thế nào và tại sao khách hàng mua. | This document was created by an unregistered ChmMagic please go to http to register it. Thanks PREVIOUS I NEXT Team LiB The Diagnostic Approach What has been described here represents a major departure from the way many of us have been taught to sell. This approach takes the focus off the product or services solutions that we sell. Instead it puts the focus on the business results that our clients are trying to achieve and the business value they can produce by using our products or services to pursue their business goals and objectives. This method and the discovery process that it requires is what I like to call the diagnostic approach. It stands in stark contrast to the outmoded and archaic manner of selling that we have come to refer to as broadcasting. We ve all seen the broadcast approach in action. Most of us including me are even guilty of falling into it from time to time. It s where the salesperson describes their product and services solutions and their company in intimate detail to make sure their customer hears all the advantages and benefits as well as exactly how their solutions can be used in the customer s business. It s then left up to the customer to determine whether or not any of those benefits or functional capabilities happen to line up with the problems they are trying to solve or the business goals they are trying to achieve. Our customers shouldn t have to do that for themselves. In fact we can t afford to leave it up to them to connect the dots between our functional capabilities and their goals. They don t know enough about how our solutions work or the different ways they can be implemented to effectively map our capabilities to their desired outcomes and results. That s our job to do The diagnostic approach which is at the foundation of everything in this book requires that we engage in research and discovery ahead of time so that when we do earn the right to sit down with senior managers and decision makers we can ask
