Robert B. Miller (1) (1931–)

Four types of buyers
Economic
User
Technical
Coach

You want to determine what a win is for each person involved In your selling process

High ranking individuals usually want knowledge and want to learn

Send potential customers anything that is relevant to their industry even if they likely have seen it. This will demonstrate your desire for them to win.

you, ask yourself the following questions:

• Buying Influences. Looking at your Buying Influences Chart, ask if the difficulties you've had in getting to your Buying Influences are related to their company's imperfect match to your Ideal Customer Profile. What specific demographic and psychographic mismatches have made selling them uncertain?

• Red Flags/ Leverage from Strength. Look at the Red Flags on your Buyers Chart and on your Win-Results chart. Is there a correlation between them and the Ideal Customer Profile items that show a poor match to the customer for your sales objec-tive? Can you use the items that show a good match as areas of Strength to leverage against these Red Flags?

Response Modes. Which of the items on your Ideal Customer Profile explain a willingness Of the part of your Buyers to accept change? Which items explain a reluctance?

• Win-Results. compare the win-Results chart with the Ideal Customer Profile. Do the demographic items on the profile translate into objective business Results? Do the psychographic items translate into Wins for the individual Buyers in the account? Do those Buyers know that you value their account and are trying to play Win- Win with them?

• Sales Funnel. If your chosen sales objective has been moving steadily and predictably down the Funnel, does your Ideal Customer Profile suggest why? If it's stuck at one level of the Funnel, does the profile suggest specific mismatches that you still have to address?
we've stressed repeatedly, the Six Key Elements of tegy only become fully effective when they're used… (meer)