The importance of evidence criteria in selling

When you pay for a job to be done, no matter what it is, how do you know it was done well?

What were you looking for in the result that told you?

We all have our own internal evidence criteria.  What we consider important.  And unless we feel those criteria were met, we won’t be satisfied with the outcome.

Which is why explicitly eliciting you prospect’s unique evidence criteria is critical, because unless you have this, you risk delivering a job which you think is great, but doesn’t meet their internal measurement of satisfaction.

And at the risk of stating the obvious, you’ll have an unhappy client with all that entails.

Eliciting criteria takes a couple of questions.  Watch the video to find out what they are…

Transcript

I’m Rashid Kotwal. When you pay for a job to be done, no matter what it is, how do you know it was done well?

What were you looking for in the result that told you?

We all have our own internal evidence criteria.  What we consider important.  And unless we feel those criteria were met, we won’t be satisfied with the outcome.

Which is why explicitly eliciting you prospect’s unique evidence criteria is critical, because unless you have this, you risk delivering a job which you think is great, but doesn’t meet their internal measurement of satisfaction.

And at the risk of stating the obvious, you’ll have an unhappy client with all that entails.

Eliciting criteria takes a couple of questions.  We coach our clients to ask.

“Once this job has been completed how will you know it was done right and that you got value for money?”

The answers are the client’s evidence criteria i.e. what they’re really looking for.

You’re looking for a mix of tangible and intangible answers.  I’ll know because I see, hear or feel something.  Productivity has improved by X% or time saved.  It may be what my team reports back certain things.  Or what my boss says.

Keep asking what else.  Get to core emotions.  Look for what’s in it for them professionally as well as personally.

This is what you work to and play back to them in any proposal you present, demonstrating you really understand what they want.

And once the job’s done, you play it back again. This reinforces in their mind that they made the right choice selecting you. And of course, immediately ask for a referral. Nothing quite like striking while the iron’s hot.

Find this tip useful?  Leave your comments below and please share this with your colleagues and friends.

Before I sign off, if you want an edge selling significantly more high value corporate clients, call me.  We’ll work together to hone your skill set and dramatically cut your sales cycle time.

Contact details are on our site revealedresources.com.

Till next time, this is Rashid Kotwal.

 

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By |2018-12-20T08:59:57+11:00December 20th, 2018|Practical Tips, Sales, Video, Video Carousel|0 Comments

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