peter gray’s “6d professional selling model/process” lecture asia development 2010

Define Target Customer

Diagnose Customer Needs &

Wants

Differentiate Products &

Services

Demonstrate Value Gains

Deliver Compelling & Specific

PropositionsDocument Results

Define Diagnose Differentiate Demonstrate Deliver Document

HARBIN

XINJIANG

TIBET

QINGHAI

GANSU INNER MONGOLIA

SHAANXI

HEILONGJIANG

JILIN

LIAONING

HEBEI

SHANDONG

BEIJING

TIANJIN

NINGXIA

SHANXI

SHANGHAI

HENAN

ANHUI

JIANGSU

HUBEI

ZHEJIANG

ZIANGXI

FUJIAN

GUANGDONG

HONGKONG

HUNAN

GUANGXI

GUIZHOU

YUNNAN

SICHUANCHONGQING

SHENZHEN

GUANGZHOU

CHENGDU

Define Diagnose Differentiate Demonstrate Deliver Document

Opportunity

High

Low

NeedStrong Weak

Define Diagnose Differentiate Demonstrate Deliver Document

Business

Reduce cost

Increase efficiency

Improve quality

Increase throughput

Increase profitability

Minimize inventory

Personal

Gain face

Guanxi

Earn productivity bonus

Earn promotion

Minimize risk

Reduce stress

Business needs are measurable but personal needs are subjective

Define Diagnose Differentiate Demonstrate Deliver Document

Customer Connection

Product Relevance Product Differentiation

Consistent High Quality

Relevant Industry Approvals

Product Accessability

Support

Brand A

Brand B

Brand C

Define Diagnose Differentiate Demonstrate Deliver Document

Define Diagnose Differentiate Demonstrate Deliver Document

Define Diagnose Differentiate Demonstrate Deliver Document