how to understand the buyer’s context
TRANSCRIPT
![Page 1: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/1.jpg)
Explore: Understanding the Buyer’s Context Instructor: Pete Caputa
Inbound Sales Certification Brought to you by HubSpot Academy
CLASS 04
![Page 2: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/2.jpg)
1 WHAT IS THE EXPLORATORY PHASE?
![Page 3: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/3.jpg)
THE EXPLORATORY PHASE The part where you truly learn how you can best help your prospects. It’s how you can open your prospects eyes to a better world.
![Page 4: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/4.jpg)
![Page 5: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/5.jpg)
1. The right approach
2. The right outcome
3. The right thing for the prospect
THE EXPLORATORY PROCESS
![Page 6: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/6.jpg)
1. The right approach
2. The right outcome
3. The right thing for the prospect
THE EXPLORATORY PROCESS
![Page 7: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/7.jpg)
EXPLORE
Transition into exploratory mode instead of pitch mode when a buyer expresses interest
INBOUND
vs. Transition right into presentation mode as soon as a buyer expresses an amount of interest or need
LEGACY
![Page 8: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/8.jpg)
These un-customized pitches make legacy salespeople more interested in making a sale than finding out if they can solve the prospect’s problems.
![Page 9: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/9.jpg)
EXPLORE
Transition into exploratory mode instead of pitch mode when a buyer expresses interest
INBOUND
vs. Transition right into presentation mode as soon as a buyer expresses an amount of interest or need
LEGACY
![Page 10: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/10.jpg)
1. The right approach
2. The right outcome
3. The right thing for the prospect
THE EXPLORATORY PROCESS
![Page 11: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/11.jpg)
Inbound salespeople can assess whether they can help the buyer much more efficiently and more thoroughly than a buyer can themselves.
![Page 12: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/12.jpg)
Inbound salespeople know their company’s
best practices and case studies inside and out.
They know how their company has helped many companies similar
to the ones they’re calling.
![Page 13: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/13.jpg)
1. The right approach
2. The right outcome
3. The right thing for the prospect
THE EXPLORATORY PROCESS
![Page 14: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/14.jpg)
In the age of the empowered buyer, inbound salespeople know that it’s critical to be honest with prospects about the suitability of their product or service.
![Page 15: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/15.jpg)
EXPLORE
Figure out why a prospect should and shouldn't buy from them and they are very willing to walk away if they can't
INBOUND
vs. Always eager to move a prospect to the next stage of their sale process - regardless of whether there’s a fit
LEGACY
![Page 16: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/16.jpg)
EXPLORE INBOUND
vs.
LEGACY
Always eager to move a prospect to the next stage of their sale process - regardless of whether there’s a fit
Figure out why a prospect should and shouldn't buy from them and they are very willing to walk away if they can't
![Page 17: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/17.jpg)
1. Determining a fit and getting buy-in for next steps
2. Determining it will never be a fit
3. Determining it’s not a fit right now
ON ANY EXPLORATORY CALL, THE FOLLOWING MIGHT HAPPEN:
![Page 18: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/18.jpg)
Want to learn from a Harvard Business School professor?
Register(for(a(Free(Sales(Training(Course(
![Page 19: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/19.jpg)
2 HOW TO EXECUTE THE EXPLORE STAGE
![Page 20: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/20.jpg)
EXPLORATORY
You’re in control, but your prospect
GUIDE
feels like they are being empowered to make the right decisions.
![Page 21: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/21.jpg)
1. Build rapport
2. Recap what you learned and shared from previous conversations
3. Set an agenda for the call
4. Focus on their challenges
5. Connect challenges to goals
6. Understand the prospect’s plans
7. Understand timeline and urgency
8. Discuss negative consequences
9. Discuss positive implications
10. Cover authority
11. Confirm budget
12. Getting buy-in and commitment
STEPS FOR AN EXPLORATORY CALL
![Page 22: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/22.jpg)
1. Build rapport
2. Recap what you learned and shared from previous conversations
3. Set an agenda for the call
4. Focus on their challenges
5. Connect challenges to goals
6. Understand the prospect’s plans
7. Understand timeline and urgency
8. Discuss negative consequences
9. Discuss positive implications
10. Cover authority
11. Confirm budget
12. Getting buy-in and commitment
STEPS FOR AN EXPLORATORY CALL
![Page 23: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/23.jpg)
1. Build rapport
2. Recap what you learned and shared from previous conversations
3. Set an agenda for the call
4. Focus on their challenges
5. Connect challenges to goals
6. Understand the prospect’s plans
7. Understand timeline and urgency
8. Discuss negative consequences
9. Discuss positive implications
10. Cover authority
11. Confirm budget
12. Getting buy-in and commitment
STEPS FOR AN EXPLORATORY CALL
![Page 24: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/24.jpg)
“Based on the challenges you’re facing and your interest in the insights I just shared,
would you like to setup a call to explore how I might be able to help you?”
“Yes.”
YOU PROSPECT
“Ok. I’ll be prepared to discuss how we’ve helped other companies with similar
challenges. I’ll provide some ideas that you might be able to implement immediately. If it
makes sense, we can talk deeper about your goals, current plans and anything else that
we might be able to help with. Does that sound like a good agenda?”
![Page 25: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/25.jpg)
“The other day, when we spoke, you shared a few challenges that you’re frustrated with. You mentioned
that it was preventing you from achieving some important company goals. Can you expand a bit more
on what you’re dealing with?”
YOU
![Page 26: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/26.jpg)
1. Build rapport
2. Recap what you learned and shared from previous conversations
3. Set an agenda for the call
4. Focus on their challenges
5. Connect challenges to goals
6. Understand the prospect’s plans
7. Understand timeline and urgency
8. Discuss negative consequences
9. Discuss positive implications
10. Cover authority
11. Confirm budget
12. Getting buy-in and commitment
STEPS FOR AN EXPLORATORY CALL
![Page 27: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/27.jpg)
In order to set an agenda, recap what they shared with you.
![Page 28: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/28.jpg)
“We can definitely cover that today. Before we get too far into that topic, though, I
suggest we set an agenda. I know we booked [XX] minutes today. Does that still work?”
“Yes.”
YOU PROSPECT
“Typically, a good goal for this call is to really figure out how I can best help you. I’ve worked with [XX] of companies like yours who
were struggling with the challenge you’ve acknowledged. I can certainly share some advice based on my previous work with them. But, I find that everyone is a bit different. So, it usually makes sense
for me to understand much more context about your goals, other challenges you’ve faced or anticipate facing, any relevant plans you
have in place, as well as timelines and other constraints you might have. Are you comfortable having that conversation today?”
![Page 29: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/29.jpg)
“Great. I suggest we treat this conversation like a two-way dialog. I have a bunch of questions for you. I’m sure you’ll have some questions that I will certainly answer for you. Then, at the end of the call we can decide whether it makes sense for us to continue
discussing how we can more formally help you? Does that sound like a good plan to you?”
“Yes. That sounds refreshing, actually, compared to most salespeople who just want to talk at me about how awesome they are.”
YOU PROSPECT
“Great. Can you start by sharing your goals for taking this call?”
“Yes.”
![Page 30: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/30.jpg)
1. Build rapport
2. Recap what you learned and shared from previous conversations
3. Set an agenda for the call
4. Focus on their challenges
5. Connect challenges to goals
6. Understand the prospect’s plans
7. Understand timeline and urgency
8. Discuss negative consequences
9. Discuss positive implications
10. Cover authority
11. Confirm budget
12. Getting buy-in and commitment
STEPS FOR AN EXPLORATORY CALL
![Page 31: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/31.jpg)
People generally don’t make changes unless they
have a challenge that impedes their progress.
![Page 32: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/32.jpg)
It helps to make a list of all of the challenges you solve most frequently. For each of the personas, industries, or roles you sell to, so you can prompt your prospects.
![Page 33: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/33.jpg)
Company: Tyre Recruiting firm Persona: VP of Sales at a technology company Challenges: • Low quality of sales job candidates
• Bandwidth to recruit at the pace the company needed to hit their revenue goals
EXAMPLE
![Page 34: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/34.jpg)
“Many times, when I’m speaking with a VP Recruiting like yourself in the tech industry, they have one of a handful of
challenges. It’s often x, but a lot of times it’s y or z too. Do you ever struggle with any of these things?”
YOU
![Page 35: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/35.jpg)
“When I hear someone say they have x issue, that often means they are frustrated with y challenge.
How about you?”
YOU
![Page 36: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/36.jpg)
1. Truly listen to the prospect
2. Feed back the content and the feeling of the prospect’s words
3. Confirm you heard the prospect correctly
4. Ask a relevant follow-up question to further clarify your understanding of their situation
ACTIVE LISTENING PROCESS
![Page 37: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/37.jpg)
Learn the sales strategy HubSpot used to Grow the Business from $0 - $140M.
Register(for(a(Free(Sales(Training(Course(
![Page 38: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/38.jpg)
1. Build rapport
2. Recap what you learned and shared from previous conversations
3. Set an agenda for the call
4. Focus on their challenges
5. Connect challenges to goals
6. Understand the prospect’s plans
7. Understand timeline and urgency
8. Discuss negative consequences
9. Discuss positive implications
10. Cover authority
11. Confirm budget
12. Getting buy-in and commitment
STEPS FOR AN EXPLORATORY CALL
![Page 39: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/39.jpg)
“You’ve shared with me that x, y and z challenges are most
important. What goals are they preventing you from achieving?”
YOU
“I was speaking with a tech company like yours the other day
and they mentioned that their goal was to achieve x. Do you have a
goal that’s similar to that?”
“If you fast forward 1 year from now and look back, what 1 or 2
goals will you have hoped you’ve accomplished?”
“I’m wondering how much you think challenge z is preventing
you from achieving goal z?”
![Page 40: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/40.jpg)
• Make more money
• Save money
• Avoid risk
B2B PRODUCTS AND SERVICES HELP A COMPANY DO ONE OF THE FOLLOWING:
![Page 41: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/41.jpg)
“How many salespeople do you need and how many do you think you can hire if you
do nothing differently?”
YOU
“If you lower the bar and hire more B or C players, how much underperformance
would you expect?”
![Page 42: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/42.jpg)
1. Build rapport
2. Recap what you learned and shared from previous conversations
3. Set an agenda for the call
4. Focus on their challenges
5. Connect challenges to goals
6. Understand the prospect’s plans
7. Understand timeline and urgency
8. Discuss negative consequences
9. Discuss positive implications
10. Cover authority
11. Confirm budget
12. Getting buy-in and commitment
STEPS FOR AN EXPLORATORY CALL
![Page 43: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/43.jpg)
“How have you tried to overcome challenge x? Why didn’t it work? How do you plan to overcome challenge x?”
YOU
“Sounds like you have some doubt . Would you be open to new ways of solving your challenges?”
“Are you 100% confident that implementing this plan will help you achieve your goals?”
![Page 44: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/44.jpg)
“Would you be open to hearing another way to approach solving
challenge X?”
YOU
“Would it help if I showed you how other companies
implemented C in order to eliminate challenge Y?”
“Have you thought about trying to do B in order to achieve goal Z?”
“Most companies who struggle with challenge D, find that
solution X eliminates XX% of the problem. Do you think that would
be an improvement for you?”
![Page 45: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/45.jpg)
1. Build rapport
2. Recap what you learned and shared from previous conversations
3. Set an agenda for the call
4. Focus on their challenges
5. Connect challenges to goals
6. Understand the prospect’s plans
7. Understand timeline and urgency
8. Discuss negative consequences
9. Discuss positive implications
10. Cover authority
11. Confirm budget
12. Getting buy-in and commitment
STEPS FOR AN EXPLORATORY CALL
![Page 46: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/46.jpg)
“When do you need to achieve this goal?”
YOU
“How long are you prepared to deal with this challenge?”
![Page 47: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/47.jpg)
1. Build rapport
2. Recap what you learned and shared from previous conversations
3. Set an agenda for the call
4. Focus on their challenges
5. Connect challenges to goals
6. Understand the prospect’s plans
7. Understand timeline and urgency
8. Discuss negative consequences
9. Discuss positive implications
10. Cover authority
11. Confirm budget
12. Getting buy-in and commitment
STEPS FOR AN EXPLORATORY CALL
![Page 48: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/48.jpg)
Some sellers confuse challenges with consequences. They are different things.
FLICKR USER WAYNE S. GRAZIO
![Page 49: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/49.jpg)
“If you don’t achieve this goal, what happens to the company? What happens to you? What happens to others
(your boss, coworkers, or others)?”
YOU
“How important is overcoming this challenge to your company?”
![Page 50: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/50.jpg)
1. Build rapport
2. Recap what you learned and shared from previous conversations
3. Set an agenda for the call
4. Focus on their challenges
5. Connect challenges to goals
6. Understand the prospect’s plans
7. Understand timeline and urgency
8. Discuss negative consequences
9. Discuss positive implications
10. Cover authority
11. Confirm budget
12. Getting buy-in and commitment
STEPS FOR AN EXPLORATORY CALL
![Page 51: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/51.jpg)
If you can get your prospect thinking about what they will do next when they achieve their goal, overcome a challenge, and/or avoid a consequence, they’ll start to visualize what success looks like.
![Page 52: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/52.jpg)
“When you achieve goal X, what will you do next?”
YOU
“When you no longer have to worry about consequence Y, how will you feel?”
“Who stands to gain the most when this plan works?”
![Page 53: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/53.jpg)
1. Build rapport
2. Recap what you learned and shared from previous conversations
3. Set an agenda for the call
4. Focus on their challenges
5. Connect challenges to goals
6. Understand the prospect’s plans
7. Understand timeline and urgency
8. Discuss negative consequences
9. Discuss positive implications
10. Cover authority
11. Confirm budget
12. Getting buy-in and commitment
STEPS FOR AN EXPLORATORY CALL
![Page 54: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/54.jpg)
The right time to ask about decision-making processes is later on after you understand goals, challenges, plans, timelines, consequences and implications.
![Page 55: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/55.jpg)
“Are you convinced that we can help you better than anyone else?”
YOU
“How have decisions been made like this in the past? Who needs to be involved in this decision?”
“Usually, when my clients are making this decision, the following people need to be involved: CFO, VP Sales and the VP Sales Operations. Who
covers those responsibilities for your firm?”
“Do you usually discuss decisions like this with anyone in your family or other trusted advisors?”
![Page 56: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/56.jpg)
1. Build rapport
2. Recap what you learned and shared from previous conversations
3. Set an agenda for the call
4. Focus on their challenges
5. Connect challenges to goals
6. Understand the prospect’s plans
7. Understand timeline and urgency
8. Discuss negative consequences
9. Discuss positive implications
10. Cover authority
11. Confirm budget
12. Getting buy-in and commitment
STEPS FOR AN EXPLORATORY CALL
![Page 57: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/57.jpg)
You should look at budget from their perspective, not yours. Consider any costs involved to execute their plan, not just the cost of your solution.
![Page 58: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/58.jpg)
Goal conversation: you should have determined how much money they stand to gain or save. Plan conversation: you can determine the cost of the alternative plans.
![Page 59: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/59.jpg)
“Based on our conversation, it seems like you are spending X dollars on a solution that’s not helping you get where you
want to go. What did you plan to invest so that you’re 100% confident that you’ll achieve your goals?”
YOU
![Page 60: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/60.jpg)
Inbound salespeople focus on guiding and advising prospects who value their differentiation.
![Page 61: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/61.jpg)
• Challenges
• Goals
• Plans
• Timeline
• Consequences
• Implications
• Budget
• Authority
FRAMEWORK FOR AN EXPLORATORY CONVERSATION
CGPT CI BA
![Page 62: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/62.jpg)
• Understanding: It ensures you don’t miss details that are important in understanding your buyer’s context.
• Effective Communication: It helps you to have a structure for communicating your prospect’s story back to them, helping them know that you heard them.
• Advising: The framework helps you position your products and services as a solution to your buyer’s challenges.
HAVING A FRAMEWORK HELPS YOU ACCOMPLISH:
![Page 63: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/63.jpg)
• Understanding: It ensures you don’t miss details that are important in understanding your buyer’s context.
• Effective Communication: It helps you to have a structure for communicating your prospect’s story back to them, helping them know that you heard them.
• Advising: The framework helps you position your products and services as a solution to your buyer’s challenges.
HAVING A FRAMEWORK HELPS YOU ACCOMPLISH:
![Page 64: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/64.jpg)
When discussed in the correct order, CGPT, CI and then BA, a salesperson can understand someone’s entire context.
![Page 65: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/65.jpg)
• Understanding: It ensures you don’t miss details that are important in understanding your buyer’s context.
• Effective Communication: It helps you to have a structure for communicating your prospect’s story back to them, helping them know that you heard them.
• Advising: The framework helps you position your products and services as a solution to your buyer’s challenges.
HAVING A FRAMEWORK HELPS YOU ACCOMPLISH:
![Page 66: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/66.jpg)
• Challenges
• Goals
• Plans
• Timeline
ASK YOUR PROSPECT TO REFLECT ON THEIR:
![Page 67: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/67.jpg)
“Before we wrap up, would it be ok if I share my understanding of
our conversation today?”
“Yes, that’d be great.”
YOU PROSPECT
![Page 68: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/68.jpg)
“That was an excellent recap. I appreciate how effectively you listened during this call and how you really helped me brainstorm solutions. I’m really excited for next steps."
YOU PROSPECT “As I understand it, your goals are X, Y and Z. Challenge A and B currently stand in the way of achieving these goals. Your current
plan is to implement A and B. But, you’re worried about challenge C cropping up as you start to implement plan A.
Additionally, you’ve already tried A and it didn’t work. So, you’re worried that A and B just won’t get you to your goal.
Today, we discussed a few alternative plans that might be able to help you get to overcome all of your challenges and achieve
these goals.
Based on our discussion today, you seem confident that this new plan will get you where you need to go, help you avoid
consequence C and do it all within a timeline and budget that that will be acceptable to the whole team.
Did I miss anything important?”
![Page 69: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/69.jpg)
Another way to recap the conversation is to send
an email using the CGPT framework.
It should say the exact same thing you said verbally.
![Page 70: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/70.jpg)
• Understanding: It ensures you don’t miss details that are important in understanding your buyer’s context.
• Effective Communication: It helps you to have a structure for communicating your prospect’s story back to them, helping them know that you heard them.
• Advising: The framework helps you position your products and services as a solution to your buyer’s challenges.
HAVING A FRAMEWORK HELPS YOU ACCOMPLISH:
![Page 71: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/71.jpg)
1. Build rapport
2. Recap what you learned and shared from previous conversations
3. Set an agenda for the call
4. Focus on their challenges
5. Connect challenges to goals
6. Understand the prospect’s plans
7. Understand timeline and urgency
8. Discuss negative consequences
9. Discuss positive implications
10. Cover authority
11. Confirm budget
12. Getting buy-in and commitment
STEPS FOR AN EXPLORATORY CALL
![Page 72: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/72.jpg)
“What were your take-aways from this call?”
“You’ve definitely opened my eyes to better ways of accomplishing our goals. I’m anxious to implement what we’ve discussed.”
YOU PROSPECT
“Was this call helpful for you? [pause] Why?”
“When can we get started?”
“What do you think we should do next?”
![Page 73: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/73.jpg)
Whatever the next steps, now is the time to get commitment from them.
![Page 74: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/74.jpg)
1. Build rapport
2. Recap what you learned and shared from previous conversations
3. Set an agenda for the call
4. Focus on their challenges
5. Connect challenges to goals
6. Understand the prospect’s plans
7. Understand timeline and urgency
8. Discuss negative consequences
9. Discuss positive implications
10. Cover authority
11. Confirm budget
12. Getting buy-in and commitment
STEPS FOR AN EXPLORATORY CALL
![Page 75: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/75.jpg)
1. Build rapport
2. Recap what you learned and shared from previous conversations
3. Set an agenda for the call
4. Challenges
5. Goals
6. Plans
7. Timeline
8. Consequences
9. Implications
10. Authority
11. Budget
12. Getting buy-in and commitment
STEPS FOR AN EXPLORATORY CALL
![Page 76: How to Understand the Buyer’s Context](https://reader034.vdocument.in/reader034/viewer/2022042619/586e74161a28ab99598b5791/html5/thumbnails/76.jpg)
THANK YOU. Register(for(the(full,(free(sales(training(here.((