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7 steps to more engaging customer conversations Cheat Sheet (DRAFT) by [deleted]

7 steps to more engaging customer conversations

This is a draft cheat sheet. It is a work in progress and is not finished yet.

7 Steps

1. Produce inform­ation that educates the customer about primary problems you know similar companies face. Benchm­arking data helps.

2. Once you lay out the key issues, provide a fresh perspe­ctive that makes the customer think differ­ently about the matters you’ve unfolded.

3. Lead to your unique strengths. Your teaching should lead the customer to think “How can I make that happen?” This is where you educate the customer about how your solution will help.

4. Challenge customer assump­tions. You must reframe the customer’s thinking. You want the customer’s reaction to be, “I never thought of that before.”

5. A new way. Now that you’ve laid out the problem, try to provide a solution on how the customer would benefit by instit­uting a quick change to improve the situation.

6. Explain ROI. Organize your return­-on­-in­ves­tment calcul­ations to focus on the money the customer wastes by not taking action. The goal is to build the customer’s sense of urgency about fixing the problem.

7. Tailor your message. Explain how your solution is the best answer for the customer.


For a conver­sation to go well, salesp­eople must have a clear picture of both the organi­zat­ional objectives (lowering cost, increasing produc­tivity, increasing sales, etc.) and the personal objectives for the prospect (promo­tion, salary increase, increased influence, etc). Dooley offers these seven tips to help salesp­eople meet the needs that prospects reveal: