Transcript Defensible Differentiators: Template

Account Profile: Template
Account Profile
Company:
Therma-Tech Engineering A division of A.R. Lintern: 24900 Capitol, Redford Mi. 48239
35 employees: Privately Owned:
Offerings:
Manufacture and Test Climate control Systems for Non Automotive. All Types of sheet metal
fabrication/manufacturing. Main Customers are Agriculture and transportation.
Market analysis:
Financials:
Competition:
Executive profiles:
Potential critical business issues:
Defensible Differentiators: Template
Differentiator
Pain Linkage
Defensibility
Core Capabilities: Template
Core Capabilities
Pain Linkage
Key Selling Points
Key Players List Template
Key Players (Job Title)
Potential Pains
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Key Players List Template (Continued)
Key Players (Job Title)
Potential Pains
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Pain Chain® - “Cause and Effect”
Job Title:
Pain:
Reason:
Job Title:
Pain:
Reason:
Job Title:
Pain:
Reason:
Pain Chain® Template
Job Title:
Pain:
Reason A:
Reason B:
Job Title:
Pain:
Reason A:
Reason B:
Job Title:
Pain:
Reason A:
Reason B:
Job Title:
Pain:
Reason A:
Reason B:
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9 BlockPAIN
Vision
Processing Model® - Vision Creation
Diagnose Reasons
Open
R1
“Tell me about it,
what is causing you
to have this…
(repeat pain)?”
R2
2
Control
“Is it because…
R3
Confirming
1
Explore Impact
I1
4
“Besides yourself,
who in your
organization is
impacted by this (pain)
and how are they
impacted?”
I2
5
Reason A?…
Reason B?...
Reason C?...
“Is this (pain) causing…
(another pain)?”
“If so, would
(other job title)
also be concerned?”
#?, %?, $?
#?, %?, $?
3
“So, the reasons for your
(pain) are…?
Is that correct?”
I3
6
“From what I just heard,
(repeat the “who” and
“how”) are impacted.
It sounds like this is not
just your problem, but a
______ problem!
Is that correct?”
Visualize Capabilities
C1
7
“What is it going to take
for you to be able to
(achieve your goal)?”
“Could I try a few ideas
on you?”
C2
8
“You mentioned
(recall reason)…
Would it help if …
Capability Vision A?...
Capability Vision B?...
Capability Vision C?...
C3
9
“So, IF you had the ability
to (summarize capability
visions),
THEN could you (achieve
your goal)?”
BUYING VISION $
Initial Value Proposition: Format and Template
VALUE PROPOSITION TEMPLATE
“We believe that _____________________________ should be able to
__________________________________________________________
(by $_______________ or _______________%)
through the ability to ________________________________________
as a result of ______________________________________________
for an investment of $_______________.”
Value Proposition assumptions being made:
 ____________________________________
 ____________________________________
 ____________________________________
 ____________________________________
 ____________________________________
 ____________________________________
Value Proposition Format:
We believe that [ Client name ]
should be able to [ improve what ]
by [ how much, what %? ]
through the ability to [ do what? ]
as a result of [ what enabling capabilities? ]
for an investment of [ what relative cost? ] .
First Call Introduction Template: Strategic Alignment Prompter (Step 2)
Step 2: Introduce Call
 State call objective *
What I’d like to do today (or… during the next ___ minutes) is to:
• Introduce you to __________ (my company)
• Tell you about another _________ (job title and industry) we have worked with
• I would then like to learn (more) about you and your situation…
• …at that point, the two of us will be able to make a mutual decision as to whether or not we should proceed
any further.”
 Share positioning statement (Use “we help” theme)
“__________________ (my company) is in the business of helping organizations / companies in the
__________________ industry to… (provide brief statement of how organizations use our products and services)
____________________________________________________________________________________________.”
 Provide company / personal introduction *
FACTS
□ __________________________________________
□ __________________________________________
□ __________________________________________
 Share relevant Reference Story (or progress-to-date)
“A particular situation you might be interested in is another __________ (organization type). Their __________
(job title) was having difficulty with __________ (pain). The reasons for his/her difficulty were __________.
What he/she needed was some way to (describe capabilities) __________. We provided them with those
capabilities and the result was __________ (specific result).”
 Transition to “getting pain admitted”
“But enough about __________ (my company). Tell me (more) about you and your situation.”
* Alter steps for existing vs. new relationships as relevant
Pain Sheet® - Situational Fluency Prompter®: Template
Pain:
Job Title & Industry:
Offering:
REASONS
Is it because; Today…?
A
IMPACT
Is this (pain) causing…?
CAPABILITIES
What if…; Would it help if…?
A
When:
Who:
What:
B
B
When:
Who:
What:
C
C
When:
Who:
What:
D
D
When:
Who:
What:
Draft Evaluation Plan: Template
[DRAFT]
Event
* Mutual decision to proceed
Week of
√
Responsible
Go/No
Go
Billable
Value Analysis: Investment
One time INVESTMENT
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On-going INVESTMENT
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(1)
(2)
(3)
(4)
Value Analysis (Comparison)
Phased over time (in 000s)
Q1
Q2
Q3
BENEFITS
Increased profits
Reduced costs
Avoided costs
Quarterly total
Cumulative value
INVESTMENTS
One time investment
On-going investment
Quarterly total
Cumulative investment
NET VALUE
Quarterly total
Cumulative total
1st year net return: $ _____________
Breakeven point: Quarter _____
ROI (first year): _________%
Q4
Success Criteria Template
Criteria
(1)
(2)
(3)
(4)
Baseline
Q1
Q2
Q3
Q4
Negotiating Worksheet
Is it closeable today?
__ Power to buy?
__ Payback agreed to? VP Finance
__ L/T/A approvals? VP Finance
__ Plan completed?
__ Known cost since: 4 months
Stand 1
Stand 2
Stand 3
Salesperson: “The only way I could do something for you is if you could do something for me.”
Buyer (should ask): “Like what?”
GET
“Is it possible for you to… _____________________________________________________
___________________________________________________________? Is that possible?”
Silence! Only if buyer accepts your condition
GIVE
“If you can… ______________________, then we are prepared to offer _________________
_____________________ which is worth $__________. Can we go forward on that basis?”
Get-Give List
Your
priority
GET
Value
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GIVE
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1
2
3
4
5
NOT NEGOTIABLE
1
2
3
Projected
customer
priority
Transition Issues & Capabilities Worksheet
Executives, Users and Beneficiaries
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Person responsible for implementation of
needed operational capabilities
Name and Title:
Transition Issue:
REASONS
OUR TRANSITION CAPABILITIES
A.
A.
B.
B.
C.
C.
Proposed Transition / Implementation Plan: Example
Attachment to Transition / Implementation Plan Letter / e-mail
Implementation Plan
Week of
Event
Us
TGI
Billable