Lecture 3

Question 1

3-2-1 Buyer Map (relationships across multiple stakeholders):

Answer 1

3 Influencers (more tactical value prop, features and functions), 2 Champions (strategic value prop, see a career move based upon decision), 1 Economic Buyer (major gatekeeper, career is set more interested in avoiding mistakes).

Question 2

Selling Models:

Answer 2

Solutions Selling: Understanding customer needs so that you can present the best solution, Insight Selling: Going beyond pitching just a solution, doing additional research to educate customers, establish credibility, and be a trusted advisor, Provocation Selling: Explaining to customers problems/issues that they are not currently focused on – works best in economic downturns.

Question 3

Matching Incentives to performer cohorts:

Answer 3

Laggards need quarterly bonuses and social pressure, core performers need multi-tier targets and sales prizes that vary in nature and value, stars need no cap on pay and overachievement commission rates.