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Sales Process

Expose a burning platform

When you’re on an oil platform that’s burning, you have no choice but to jump. Salespeople use the expression to describe a problem whose consequences are so serious that even the most reluctant or risk-averse buyer must act. You can’t persuade someone that their platform is burning; you have to expose one that’s hidden. The key is not to try to persuade.

Defining “must do”

Whether we’re talking about professional business development or our personal lives, there’s always a long list of things that we don’t get done, despite our declarations that we coulda, shoulda, woulda, oughta, wanta do them. So, which do we actually get done? Only those we must do. What defines “must,” and how does it differ from those other, aspirational, descriptions?

Take your sales diagnosis beyond the surface symptoms

Buyers and sellers are both eager to get to a solution, so we resist what we may perceive to be a protracted diagnostic phase. We think we understand the problem, and we want to get on with solving it. However, unless you're really lucky, and your prospect is extraordinarily self-aware of their problem and its full range of consequences, you'll find that you have to get beyond surface observations.

Choose your role in the sale

There are two roles in every sale. One role pretty much guarantees that you'll be a spectator, waiting in frustration for a decision. The other delivers sufficient value to prospects that they cooperate with you and keep you involved throughout. The good news is that you get to choose which role.

Selling Internally

Most of us have the need to sell our ideas within our firms from time to time. Here's how to do it.

The "how" of focus

Everybody is telling lawyers that their business development effort requires focus, but far less is offered about how to do that. Here's the "how."