1. Recently you’ve released a new book “Eat Their Lunch: Winning Customers Away from Your Competition”. How do you detect who stands to gain the most from a company’s product?I tend to look at this through specific length. And the length that I use I call The 4 Level of Value Creation. Basically, what I’m looking for is what is the value prop designed to do. So, if I sell something, what we’re looking for is who are the kind of people that we can help them generate enough that they are willing to invest their time, money, and resources. So whatever your value proposition is for CRM I would look into that world – who would benefit the most from what CRM is supposed to look like and how it is supposed to operate. The people who care about user-friendly CRM, that would be one thing that person is a dream client. On the other side, you might look and say; people who care about actually connecting it to enterprise resource planning system and all the other things, they might care more about something like Salesforce.com, and they are not really worried about user experience. It’s what do they value the most. And you have the ability to give people what they value the most. So that narrows the field considerably, which means your offer isn’t for everybody, it’s for everybody who cares about what you care about, and that’s going to benefit from your view of the world.
2. In September you wrote a blog post about cold calling. How to organize cold calls to catch the positive attention of decision makers? Would you recommend using sales scripts in conjunction with CRM software?If you’re going to get the decision maker, the first thing is that you need to have something that is worth their time and attention. You have to have something that’s worth their time. For me that normally means that you need to have something worth talking about, something that they can say: “Yes, it’s absolutely worth my time to spend talking to this individual about that thing”. So in your world, if you say something like:
- You know, I would love to talk to you about CRM.
- Well, I already have the CRM. And I don’t really want to talk about changing right now, because I’m not up for change.