The term reverse-engineering is quite familiar to some, but not to all. It’s the process of analyzing a finished product, or the end result of a work process, in order to determine the way in which it was made or completed. Reverse-engineering is usually done to replicate a product or process, to redesign it to make it more efficient to produce or execute, or to deliver a higher-quality result.

In your pursuit of a successful sales campaign, we can use this approach to better understand all the things that would have to happen before our client would be ready to buy. But in order to be a partner to our client, as opposed to just a vendor, you need to make sure that they can also use whatever it is that you sell to obtain their desired business results.

The best buying decisions are made in reverse; that is, they are made based on a clearly defined objective or desired outcome. Therefore we should start by trying to understand the end result that our customer is trying to attain.

As we seek and identify new sales opportunities, we are looking for a prospective client who has a business objective they want to achieve, or problem they have to solve, and is both driven and able to take action to do something about it.

Step 1: Establish Urgency
If your customer can get by without taking action, that’s probably what they will do. But if we are able to identify and leverage what some refer to as a “compelling event,” we are much more likely to be successful. Please keep in mind, this is not, “When do you want to buy?” or “When do you plan to make the decision?” Those are questions about point “B.” They indicate to your customer that you are “in it for you.” It makes people feel uncomfortable to have to tell you when they are going to decide. Keep your questions focused on outcomes, and when they want to achieve their desired results.

Step 2: Establish Motive
Without a strong motive that is tied to a time-bound trigger, deals can drag on forever. We should start early, and constantly be looking for any event occurrence, or urgency that reinforces a motive to buy.

Step 3: Establish Consequence
To frame an opportunity, and understand its chances of coming to closure, we work with our client to understand what they are trying to accomplish, and the urgency, motive, and consequence to get it done. We need to constantly have our radar on, monitoring the frequency for “When?” “Why?” and “What if you don’t?”

Author's Bio: 

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