Meme

Este post es la respuesta al meme al que fui cordialmente invitada por nuestro querido compañero Pereque. He aquí la pág. 123 del libro que ahora leo, llamado The New Solution Selling:

The Sponsor Letter
I'm convinced that salespeople have to differentiate themselves by the way they sell. If they don't, then they're not bringing much value to their company or to their customers. In many cases today, it's difficult to differentiate products and services, so salespeople must become a part of that differentiation.
Let me say it in a different way-salespeople must add value to the mix. If not, they'll be eliminated. Salespeople can be the most important differentiator in winning opportunities. Think of all the other salespeople who have interfaced with a buyer before you have. Is that buyer grouping you in the same category of “just another salesperson”? Or are you standing out in the buyer's mind by your approach?
I often ask salespeople, “How would you feel if after a meeting with a salesperson he or she wrote you a letter that documented the business issues that you discussed, the reasons for them, and the capabilities needed to solve the problem?” Their response is always very positive. Then I ask, “Do you do that with your prospective customers?” In most cases, the answer is no. If they do correspond, the letter or email usually sounds something like this:
“Thank you for seeing or talking with me. I enjoyed the meeting. Enclosed is product literature. I will follow up.”
This type of letter or email does very little to differentiate the salesperson from every other salesperson out there. It is critically important that salespeople have business issue conversations and then document those conversations. People want to do business with people they believe understand their business. A strategically planned letter can prove that you understand their business.
Solution Selling provides salespeople with a job aid called the Sponsor Letter that helps them document conversations with prospective customers. The framework of information included in a Sponsor Letter helps differentiate salespeople in the minds of their customers.
The Sponsor Letter is written after a salesperson has negotiated access to the power person. Take a look at the sample Sponsor Letter in Figure 11.2. Notice the six key elements in the body of the letter:
1. Pain
2. Reasons for the pain
3. Vision
4. Agreement to explore
5. Bargain for access to power
6. Next step or proof step

Ok then, done. Ahora la regla es pasárselo a otras 5 personas, así es que si fueran tan amables de responderlo (si es que mi memoria no me falla que no lo han contestado): Asmi, W, Andy, Dave y Antonio. Gracias, mañana continuamos con la programación habitual de éste, su bló de confianza.