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Index
D
Decision tree (bridge to changes functioning as), 60–61
Defense Department, 6–11
goals, 148
implementation satisfaction curve, 155
measuring/reporting results, 157–160
proposal (instrument of confirmation), 149–151
Dell Computer Corporation, 12–13
Deming, W. Edwards, 38
confronting solution alternatives head-on (competition), 128–129
vs. conventional selling, 127–128
defining customer's expectations/desired outcomes, 130–137
cost/investment, 133–137
desired state, 131–132
return on solution (ROS) equation, 133
timing, 137
value parameters, 133
defining decision criteria, 137–142
discussion document (as confirmation), 142–144
pitfalls:
creeping elegance (expanding scope), 136–137
premature presentation, 135
unpaid consulting, 135–136
Detective model, 54
assumption about customer self-diagnosis, 101
buying decision, 121–122
conversation expanders, 120
cost of problem (calculating/prioritizing), 114–120
credibility quest, 102–103
decision criteria in Design phase and, 139
determining critical perspective, 105–108
education/career background, 105–106
job responsibilities, 106
work issues/problems, 106–107
elemental decisions (four) that customers must make, 104–105
goals, 102–103
overview/summary, 121–122
"peeling the onion" (crossing customers' emotional barriers), 108–114
training/assessment, 178
Diagnostic agreement, 97–98
Diagnostic engagement protocol, 177
Diagnostic map, 110–111
Diagnostic questions, 58–59
Discipline for enterprise sales, 45–54
business think (focus on business development), 49–51
decision to change, 45–49
models for professionalism:
best-friend model, 53
detective model, 54
doctor model, 52–53
answering customer's questions, 94–98
business driver analysis, 85–86
customer profiling, creative example, 87–88
demographics, 84
diagnostic positioning (creating engagement strategy), 88–94
establishing diagnostic agreement, 97–98
goals, 80
identifying optimum point of entry, 91–94
legal terminology, 98
optimum engagement strategies, 75–98
pinpointing the customer, 83–88
playing against type, 89–91
profiling ideal customer, 77
psychographics, 84–85
understanding your value, 80–83
Doctor model, 52–53
Do-no-harm principle, 128
The topics covered herein concern solution sales, consultative sales, and consultative selling.
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