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Index

D

Decision Challenge graph, 28, 29
Decision maker, 91, 151–152
Decision process, customer's, 19–20, 26, 37–38, 104–105
Decision tree (bridge to changes functioning as), 60–61
Defense Department, 6–11
Deliver phase of sales process, 11, 145–160
delivering solution, 148, 154–157
formalizing the sale, 148, 149–153
goals, 148
implementation satisfaction curve, 155
measuring/reporting results, 157–160
proposal (instrument of confirmation), 149–151
value achievement, 70, 71, 157–160, 197
Dell Computer Corporation, 12–13
Deming, W. Edwards, 38
Design phase of sales process, 10–11, 125–144
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
do-no-harm principle, 128
pitfalls:
creeping elegance (expanding scope), 136–137
premature presentation, 135
unpaid consulting, 135–136
value agreement, 70–71, 197
Detective model, 54
Diagnose phase of sales process, 10, 11, 99–122, 139
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
value agreement, 70–71, 197
Diagnostic agreement, 97–98
Diagnostic engagement protocol, 177
Diagnostic map, 110–111
Diagnostic questions, 58–59
Discipline for transformative 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
relationship building, 51–52, 154, 197
Discover phase of sales process, 69, 75–98
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
value proposition/assumption and, 69, 70
Discussion document, 67, 149–150
Doctor model, 52–53
Do-no-harm principle, 128
Dreyfus model of skill acquisition, 181–183
advanced beginners, 182
competent sales professionals, 182
expert sales professionals, 183
novices, 182
proficient sales professionals, 183
Dry Run scenario, 5–6, 19–20, 25

The topics covered herein concern solution sales, consultative sales, and consultative selling.

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