Selling to 'Zebras' to Overcome Tough Times

With this process, each sales person first figures out where they fit, so they know they are talking with a business that needs them -- in other words, they do their homework to earn the right to speak with the potential buyer.

Q. We are in one of the worst financial crises in history. Can you offer tips to help a company survive, and maybe even grow?

Koser: The key is focus. I would recommend:

1. Focus where you create verifiable value: Executives don't want to know what you can do; they want to know what you have done -- over and over again. Executives buy based on value and comfort. Expertise helps create comfort. Stay where your expertise is so strong that you have answers to questions that they don't even know to ask! That is our definition of expertise.

2. Quantify your value: Utilizing industry statistics-based value claims about your solution is weak. Specific knowledge of the business issues your solution solves, and the subsequent value generated when you solve them, are paramount in this environment. Buyers want to know that your advertized results are repeatable for them.

3. Partner to verify your value: The number one reason executives do not purchase cost-justified solutions is because they don't believe their own people "can do it." Partner with the process- and solution-owners your executive decision-maker trusts to gain an understanding of the organization's readiness and ability to implement your solution. Leverage this understanding and build a proposal that has everything you know will be needed to be successful.

4. Present the EVA of your solution: In these tough economic times, your greatest competition will be apathy (non-decision). Your project will compete with every other use of available capital dollars. To overcome apathy and fear, present the classic ROI and payback period, but also learn to present the economic value add (EVA) of your solution. EVA is the most prolific form of value claim because, when it's done right, it demonstrates the value your solution provides over and above the best project return your prospect is considering.