Читать книгу Elite Sales Strategies - Anthony Iannarino - Страница 22

There are a number of obstacles to becoming One-Up. The first obstacle is an unawareness of the plan necessary to execute the strategies and tactics that make up this approach. Without a complete approach to the One-Up strategy, it is more difficult to execute. Your client will recognize your One-Downness by your approach. When you open a conversation by sharing information about your company, for example, you have already demonstrated that you have nothing more valuable to share. When what you share creates no value for your client's future results, you are One-Down.

The desperate attempt to build rapport at the beginning of a conversation with your prospective client also broadcasts your One-Down desperation. The new rapport in sales is a business conversation. The more you need a deal, the more you present yourself as One-Down. If you are really desperate, you might be Two-Down, knowing even less than those who are One-Down. The nature of your conversations and your questions also provides evidence of your One-Downness. When you ask your client questions about the problems they are having, you prove you are an amateur. How could you not already know what kind of problems and challenges your client might be experiencing? And even beyond that, not starting with a theory about why, what, and how your prospect should change means you are One-Down.

Here is a simple test to determine if you are One-Down: Does the client benefit from the conversation more than you do?

There are other tells that prove you are in the One-Down position when compared to your contacts. The more you comply with a process that is being driven by your contacts or their company, the more certain it is that you are One-Down. When your prospective client sends you an RFP and you respond, you have shown that you are subservient, servile, compliant, and worst of all, One-Down.

By the way, the One-Up approach to an RFP would start with a call to the person who sent it so you can explain that there is no way you can answer their questions and still show them how companies like yours help clients with better results. Then, to ensure they understand they are One-Down, you ask them a question they can't answer: “Is there a reason you are trying to do this the way we stopped doing it four years ago?” Before they can answer, add, “How do you want us to document our approach?” Congratulations, you are now One-Up. Your contact is now concerned about what they don't know, and they now know someone who understands what they are missing. Worst-case scenario, you get invited to present.