Buying signals are typically defined as statements made by the customer that indicate a readiness to buy or to move forward. In reviewing this topic I always come back to Neil Rackham, the author of SPIN Selling. He used his terminology of implied need and explicit needs when talking of buying signals in major sales. Both are buying signals, but he points out that implicit needs such as: agreement by the customer "that they problem" (capacity, speed etc.) or "are not happy" with the quality are buying signals for small sales.
Explicit needs such as: "we planning to buy a new system" are required for a major sale. What this means to the salesperson in a major sales it is not enough just to identify a problem (implied need). You need to receive a commitment to action such as: "we are planning to purchase a new system this year." Then you must create the value in your product so that it is the chosen solution.
In summary: Get the customer to 1. Identify the problem (implied need) 2. Commit to resolving it (explicit need) 3. Convince the customer that your product should be the chosen solution (create the specific value of your solution for this customer.)
Some people think that the "elevator pitch" is "old news." In today's
world of instant communications we need something different. Daniel
Pink in his book "To Sell Is Human: The Surprising Truth About Moving Others,." has six alternative "pitches." Try crafting your next "pitch" in one of these formats.
1.The One Word Pitch- " the ultimate pitch
for an era of short attention spans begins with one word and doesn't go
any further." " Define the one characteristic that they most want
associated with their brand around the world. That is one word equity."
What technology company do you think of when you hear the word search?
(Google)What credit card company comes to mind when you hear the word
"priceless"? ( Mastercard).
2. The Question Pitch- "Interrogative self
talk, questions often pack a surprising punch." Think of the
Reagan-Carter presidential campaign when Reagan asked, "are you better
of now than you were four years ago?"
3.The Rhyming Pitch- Remember the OJ Simpson
trial and the rhyming pitch Johnny Cochran used? "If it doesn't
fit... you must acquit" (In reference to the murder glove in the
prosecutions evidence.)
4. The Subject Line Pitch- In email the subject line often determines whether or not you will open the email. Construct your pitch as a subject line.
5. The Twitter Pitch- Twitter has taught us
to construct our message with 140 characters. get even more points if
you can do it in 120 characters ( leaving room to re-tweet the message)
6. The Pixar Pitch- some of the best pitches
are told as stories. Try this format for your pitch. (do you remember
"Madlibs"?) Once upon a time______________________.
Every day_____________________ . One
day_______________________________________. Because of
that________________________________.
Because of that__________________________________________. Until finally___________________________________________
I highly recommend Daniel Pink's book, "To Sell is Human:The Surprising Truth About Moving Others"
The alternative pitches is just one chapter our of a great deal of
valuable material and thought. In the book he provides additional
detail and examples of each of these six alternatives.
