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Victor Antonio
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Winning Back
The Business
11 Tactics for Ousting
Your Competition
By Victor Antonio
1st Edition
Sales Influence Publishing
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Table of Content
Foreword
Introduction
Chapters:
1. The Comparative Analysis
2. Bid-Buster Proposals
3. Undressing the Competition
4. Information Seminars G2
5. Finding a Champion
6. Fund a Study
7. Tradeshow Tactics
8. Whitepapers
9. Demos: Point of Spear
10. Hanging Around: An Any Weather Friend
11. Being Flexible
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Foreword
I dont like being long-winded when it comes to explaining
business concepts. I dont like telling too many stories
since I think at times it may detract from my conciseness.
I wrote this book based on the premise of keeping things
simple and to the point.
could sound stuffy, but that would double or triple the size
of the book without adding any real content. I dont think
youd like that.
Frankly, I think theres enough verbal pollution and
dilution out there already without me contributing to the
ozone layer of ambiguity. Im often criticized for my style,
but Ive learn to embrace my method of communication. I
hope you get as much out of this book as I have in putting it
together. Enjoy!
Victor Antonio, Sales Influence
www.SalesInfluence.com
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Introduction
This book wasnt premeditated. It simply began to happen.
Let me explain. One day a colleague of mine, well call
him Bill, called to tell me that he had accepted a position
with one of our competitors. Now, I wasnt Bills boss, but
as a corporate citizen and executive of the company and as
part of the merger and acquisition team, I was concerned
from a shareholders standpoint.
At first I was shocked when Bill broke the news to me,
since he had been with the company for more than 15
years. I kept thinking, It mustve been a damn good offer
for him to leave.
I asked Bill if there was anything that the company or I
could do to dissuade him or at least encourage him to
reconsider going to our competitor. Bill flatly refused any
last minute attempts at trying to get him to return to the
company fold.
After talking to Bill, my emotional reaction was fear.
Why? Bill was managing two of the companys largest
accounts. These two accounts contributed more than 60%
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to the total revenue. Talk about putting all your eggs in one
basket!
If Bill left and persuaded these accounts to follow him to
his new company, we would be in a world of hurt trying to
achieve our target revenue.
How would this impact our company and our business? I
kept asking myself. Thats when my anxiety kicked in.
There was nothing I could do; I felt helpless. It would only
be a matter of time before Bill became a competitive
nuisance.
I knew Bill would try to gain these accounts as soon as
possible. Why else would our competitor hire him?
Admitting You Have a Sales Problem
After Bill informed me that he had taken a job with a
competitor, I made a call to the Vice President of Sales to
get his thoughts on Bills sudden departure. I was shocked
again by his calmness about the change.
We had a
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Our
He
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Bills
Youre
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Strategy #1
The Comparative Analysis
Most people are visual in nature and will often respond
more favorably to visual descriptions than to text on a page
or spoken words. You can write a one-page brochure and
tell your customer why youre better than your competitor,
but the message may not get across. You can explain how
your product works more effectively than the one theyre
currently using and they may still not completely get it.
However, a side-by-side graphical comparison may get
them to pause. In business, that pause is often all you need
to get your product in and your competitors product out.
One of the most powerful tools in ousting a competitor is
the comparative analysis. If you can show your customer
that your product or service is superior to what they are
currently using, you have a chance of winning their
business.
I want to note briefly here that although you can
demonstrate product or service superiority, there are still
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Once youve
chosen the product, the next step is to define your top three
(or more) competitors in the market.
Your marketing
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Your
Competitor
Competitor
Competitor
Product
Feature A
Feature B
Feature C
Feature D
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Priority 1
Feature A
Priority 2
Feature B
Priority 3
Feature C
Priority 4
Feature D
Priority 5
Feature E
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The more complex the product, the more features you may
need to highlight in the comparative analysis.
For example, you may have a high-technology product
where the key concern is product performance. Engineers
will be quick to highlight key representative parameters
that will give them a good idea of how well the unit will
perform. On the other hand, you may have a software
package that has many features and will require a longer
list to really highlight its power and data-management
capability when compared to a competitor. In short, the
size of the list will be determined by the products
complexity.
It would serve you well to keep in mind that customers
always request two categories of features: needs and wants.
You should always be aware of the difference.
Each
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Priority 1
Feature A
Benefit
Priority 2
Feature B
Benefit
Priority 3
Feature C
Benefit
Priority 4
Feature D
Benefit
Priority 5
Feature E
Benefit
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Your weakest
Your
Competitor
Competitor
Competitor
Product
Feature A
Feature B
Feature C
Feature D
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Even the
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Chapter Notes:
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Strategy #2
Bid-Buster Proposals
If a company has been buying from a sole source or maybe
two companies at most for many years, I can assure you
that theyve been lulled into a comfort zone where any
mention of change or reconsideration of a new vendor will
be met with hostility. Nobody wants to change vendors
unless there is a compelling reason to do so.
Im sure Bill, now working for our top competitor, knows
this.
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January March
April June
July September
October December
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Quarter 1
Quarter 2
Quarter 3 (budgeting begins for next year)
Quarter 4 (budgets are finalized for next year)
These
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Customer service
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Technical/Production
If the company makes a product, the technical person is the
one responsible for the performance of the product in the
field. If the company provides a service in a particular
industry, then youre looking for the person who services
the clients. For sake of simplicity, lets call this person an
implementer: the person who implements a product or
service. Implementers want to make their job as easy as
possible. They dont want any problems and they dont
want any customer complaints. The most effective strategy
when going after implementers is to get first-hand
information about what is and isnt working in the field.
Theres a big difference between what one reads in a
product or service manual and the reality in the field after
implementation.
Buyer
Buyers are focused on getting the best price, but are often
not knowledgeable about the products themselves. Their
mandate is to reduce the overall cost of buying by some
X% every year in order to look good in their job. All the
buyers see is how much things cost.
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person
for
client
feedback.
The
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Chapter Notes:
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Strategy #3
Undressing the Competition
As I thought about how Bill might go after our business
with his new products from his new company, I began to
wonder what other indirect types of damage Bill could
inflict on our business if he wanted to.
One of the scariest things I could think of was the
possibility that Bill might air our dirty laundry to our
customers. Let me stop here for a moment and point out
the obvious: every company has some type of dirty laundry
(information that they dont want to get out to their
customers or into their competitors hands).
I was afraid Bill was going to go public with a lot of the
dirty little kinks our company had yet to work out but
which were transparent to our customer base. There were
other sources of information he could use that would
reinforce his arguments.
Lets think like Bill and see what type of damage we could
do to kick the incumbent out and win the business back.
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10K Option
If youre not familiar with a 10K filing, you should be. A
10K filing is a Securities and Exchange Commission (SEC)
requirement that forces publicly traded companies to
disclose their financials and strategic business plan.
Obviously, the people most interested in this information
are the company shareholders (people who have purchased
or have been awarded stock options).
From a financial standpoint, a 10K report is truly an
undressing of a company, since any attempt at withholding
information from the public could lead to erosion of
shareholder value and SEC fines. After the large financial
scandals of the late 1990s and early 2000s, the government,
in order to ensure regulatory compliance for financial
disclosure, instituted the Sarbanes-Oxley Act (SOX) which
outlines strict compliance requirements. In simpler terms,
they gave companies a list of Dos and Donts. Companies
that dont adhere to the rules can expect to be fined and key
company figures may be imprisoned.
The key thing to look for in a companys financials is
simply whether the company is making money.
Here are
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company
had
made
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poor
investments and
wasnt
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It is also wise to find out why the delivery dates are being
missed before you approach the client. The reasons could
vary, but each will provide a different angle of approach
from which to undress your competitor. For example, they
might have missed deliveries because of:
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Chapter Notes:
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Strategy #4
Information Seminar G2
When a competitor is embedded in a company, it is often
difficult to get any mindshare (peoples attention to your
product) in an organization. Reluctance to change may be
another roadblock. Many companies dismiss new products
not because theyre not better, but more because they dont
want to change.
boat?
Often, information regarding your industry may only be
known by a few people or departments in a company. This
could be done on purpose or may be simply a matter of a
company being so large and divided that not everyone is
aware of an alternative solution.
There could also be a proponent of the status quo who
essentially puts a wall around the existing product, thereby
ensuring that competitive products arent introduced into
the company. The motivation behind this type of behavior
can be complicated. For example:
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The new product approval process is long and timeconsuming and no one wants to volunteer their time
or effort
assume
that
theyre
not
ready
for
changethats a mistake
2) Never assume that everything is fine with the
current supplierbad assumption.
3) Never assume that they know who you are and what
your company has to offer as an alternative.
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basics:
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If you sit down and give it some thought, you can come up
with a long list of probing questions to ask. This is the
most important stage of the information seminar. It is with
these questions that you are going to find out how to win
back the business and oust your competitor.
With each answer to the questions listed above, the
potential client is essentially telling you how to sell to
them. Get it? Each question is an insight into how to get
back the business.
The key to success during this stage is to not sound like the
grand inquisitor. Dont sound like Sherlock Holmes trying
to identify a criminal. If you come off that way, they will
see right through you. Thats why it is important to pepper
these probing questions throughout the presentation. The
questions have to come across as a natural byproduct of the
current conversation; they cant seem forced.
Your
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binder with the rest of their binders. Every time that person
reaches for a binder, theyll see yours and be reminded of
your product or service.
billboard space.
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Chapter Notes:
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Strategy #5
Finding a Champion
One common thread weaving throughout this book is the
endorsement of creating constructive discontent if you are
to oust your competitor. Showing people the data that your
product or service is better is often not enough since there
may be an emotional component tied into sticking to the
status quo. Thats your biggest enemy, contentment with
the status quo.
Every message needs a delivery system.
The most
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Forward-thinking
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So what
Let
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influence.
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This
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out an email and you get a reply, notice who else has been
copied on the email. This is another clue to who else may
have influencing power.
People in Public: Its always a good idea to learn the names
of people who are in the public eye representing the
company, whether they do so through writing a white paper
on a new technical innovation or doing a presentation at a
tradeshow., At tradeshows, I always take note of the people
from my target company who are giving a seminar or
keynote speech. These people most likely were chosen
because of their knowledge and influence in the company.
Even if they do not have a direct line to the people you are
dealing with in that company, dont underestimate the
possibility that they may have indirect lines of influence to
a decision maker. Make every effort to get a few minutes
of their time to discuss their take on the company and how
it functions. The insight could be invaluable. It could also
serve you well when you go back to your target company
and casually mention that you spoke with a particular
person at the tradeshow. Watch for the reaction or level of
interest. It may tell you something about that persons
influence in the group.
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This is a great
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Chapter Notes:
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Strategy #6
Fund a Study
Years ago, I was having one of those years that all
salespeople dream about. You know the type of year: the
customer is happy, your product is well embedded into
their company, the budgets for the next few years have
been approved, and your personal compensation for your
company is allowing you to maximize on commission
without a revenue cap (i.e., you can make as much as you
like on what youre selling). I have to admit, I was fat,
dumb and happy.
Then I received a very big wake-up call.
My largest
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hoping to fill their jowls with food and return to their holes.
One day, I saw Harold putting some metal sheets around
the base of the tree where he kept his bird feeder. I didnt
understand why until another neighbor explained to me that
Harold was trying to keep the squirrels from eating the bird
food. By putting the metal sheets around the base Harold
thought the squirrels wouldnt be able to climb up the tree.
The next morning, the food was gone.
Later I saw him wrap a jagged funnel around the base of
the tree. It was like the collars that go around a dogs neck
to prevent it from licking wounds, wrapped around the tree
with the wide part pointing down with jagged edges. It
looked like something from a Frankenstein flick. Yet, the
next day, the food was gone.
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Yes,
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My
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I tried to get
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as
the
competitors,
if
not
superior,
was
question them.
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Chapter Notes:
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Strategy #7
Tradeshow Tactics
As a salesman, I really love tradeshows. Where else can
you get a look at your competition and learn so much about
whats going on in the industry? Where else can you get a
high concentration of decision makers whove congregated
for the purpose of buying and selling? Tradeshows are like
the modern-day grand bazaars where merchants meet to
exchange ideas (valuable information) and their wares
(tomorrows technology or solution).
The Psychology of a Tradeshow
Let me take a moment to talk about what mentally happens
to people who go to tradeshows, because I think it will
give you valuable insight as to what they are thinking and
how you may sell to them.
A tradeshow is just that, a place where you trade shows.
Each vendor is trying to garner the attention of potential
buyers they may or may not be targeting. Many companies
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of
enthusiasm and
willingness
to
exchange
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How does
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By the
A friend of
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Time
7am 8am
Day 1
Meet with X
client for
Breakfast
8am
9am
9am
10am
3pm
4pm
4pm
5pm
5pm
6pm
Day 3
Notes
Meet X client
at Starbucks
in the hotel
Discuss new
product and
pricing
Attend white
paper
presentation
by X client
10am
11am
12 pm
1pm
1pm
2pm
2pm
3pm
Day 2
Lunch with X
client
Meeting
with
President of
X company
Cocktail hour
with Vice
President of X
Objective is
to set up a
meeting in
his office
after the
tradeshow
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Remember, your
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What you do
concise
descriptive
exciting
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new
Youre probably
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or
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Chapter Notes:
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Strategy #8
Whitepapers
Whether youre in a high tech field or youre a low tech
service provider, you need to write a white paper on what is
happening in your industry and what new trends may be
coming down the road.
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with
your
company
name
and
contact
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As you can see, there are several fields that can be filled
out with key information about the white paper. Each of
these fields is important and should be filled out
appropriately. Pay particular attention to the field titled
keywords. This is very important. When a .pdf file is
posted on your companys website, anyone who searches
for those keywords through a search engine may find your
white paper.
Search engines can look inside the files properties, register
the keywords and actually rank your site or paper based
on its content. If someone uses a search engine to look for
keywords youve chosen in your document, your paper
may be one of the top-ranking search results.
If an executive or decision maker of a potential client
company decides to do a search on a certain keyword, he or
she may find your white paper. They may read it and give
you a call to talk to you about it or pass it on to someone in
the company. Either way, your name and your companys
name get some recognition.
Magazines
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Chapter Notes:
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Strategy #9
Demos: The Point of the Spear
Earlier I talked about tradeshows and how you can leverage
these events to get customers to come view your equipment
at your booth.
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Instruction manuals
Training materials
Invoice system
Product drawings
Website changes
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Time to Test
The concern is obviously the length of time it will take to
test the product or service. A good starting point is to first
define upfront how long the demonstration is going to last.
Anything worth doing is worth taking the time to do
properly, and this is important enough to schedule in detail.
You also have to make sure the client isnt feeling trapped
by making this commitment to an onsite demonstration.
Many salespeople forget the aspect of human nature that
motivates people to put off taking action in order to avoid a
conflict in the future. This is especially true for clients who
may be risk averse. At any sign of risk or conflict, they
may refuse to agree to an in-house demo. Its important to
state up front what the terms and conditions are so that
there are no weird feelings about what may happen after the
demo is over. You may want to try to use a script like this
to convince a customer that you are there to help.
John, to really get a good feel for how well our
product works and can help you, we have found that its
best to use the product for two weeks. We can have the
product delivered and installed by either Tuesday the
10th or Tuesday the 17th and have the product demo
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impact your internal system? When you get a feel for what
may happen, you can then find a way to dismiss the
objection.
The best way to go about this is to really talk to the client
about what things may have to change if a buy decision is
made. Most sales strategies recommend NOT bringing up
these issues until after the demo is complete.
Each
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Me: What? What tail? What the heck does that mean?
Steve: To me, the cost of the laptop represents a tail
coming out from under a tent. My biggest fear is
whats under the tent. To you its only 70 laptops. To
me its more than that. I have to consider the following
cost:
Renewing
contracts.
corporate
laptop
maintenance
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This simple
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Allocation of Resources
We need to understand from the client perspective that
internal resources have to be allocated to perform demos.
This may include the logistics of coordinating when the
equipment arrives, who will install, who will do the
evaluation, who will write the report, etc. Time is money,
and having an outside company come in to do a
demonstration onsite will require manpower.
At this point its best to point out to the client that you will
have people onsite to install the equipment. Emphasize
that, based on your vast experience with other demos for
other companies, you may only need one person to help
you coordinate this effort. You must do everything in your
power to assure the client that you will not consume much
of their resources to do the testing.
Its important to keep in mind as youre trying to negotiate
a demo and the accompanying allocation of resources that
you cant use the this will be worth it in the long run pitch
because they havent decided whether they will use your
product.
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Objection
Time to Test
Allocation of
Resources
6) Someone
onsite
to
install
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This would be
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Instead, they sailed their boats out of sight and waited for a
signal.
Soon the Trojans found the horse. Nobody knew what it
was, and the Greek soldiers hiding inside kept very quiet.
The Trojans found a Greek soldier hiding nearby, who said
that the other Greeks hated him and had left him behind.
The Trojans asked him what the horse was for, and he told
them that it was an offering to the goddess Athena.
The Trojans didnt want to upset the goddess Athena, so
they decided to roll the big horse into the city of Troy. It
was so big it wouldn't go through the gate, and they had to
tear down a piece of the city wall to get it inside. They left
it at Athenas temple, and then celebrated the end of the
war while the Greeks waited patiently inside the horse.
Finally, after everyone fell asleep, the Greek soldiers came
out of the Trojan Horse and killed the guards on the walls.
They then signaled to the other Greeks on the ship to return
and attack Troy, now that they could get in because the
wall had been torn down. The Greeks won a great battle, all
the Trojan men were killed, and all the women and children
were taken back to Greece as slaves.
It took the Greeks ten years of pounding against a fortified
wall to figure out a clever way of beating the Trojans. In
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Today
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Voila!
Youre in.
Getting on the vendor approval list has a quasi-Trojan
Horse effect in that once youve been approved to sell to
that company, getting your other products in will be easier.
Claiming that you want to be added to the Vendor
Approval List is a less threatening posture than trying to
convince managers that they should drop their existing
vendor and switch to you.
Winning back the business can be a slow process, but if
done right, over the long run you may get more business
than youd ever imagined.
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Chapter Notes:
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Strategy #10
Hanging Around:
Weather Friend
An
Any-
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Remember,
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No
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They will
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Chapter Notes:
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Strategy #11
Being Flexible
One of the obstacles youll eventually have to face in any
negotiation is money. The two questions the client wants
answers to almost immediately are how much and how fast.
How much money is this product or service going to cost,
and how fast do I have to pay for it?
I want to take some time in this chapter to discuss financial
options that you may propose to your potential client to
make the buying process less painful, if not a downright
no-brainer.
Pay-As-You-Go
A
pay-as-you-go
financial
strategy
is
fairly
self-
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We
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He was
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