Evaluation, Trial, and Closing
Overview
In the last chapter, we focused on making our pitch to the prospect and becoming a credible contender for the business. We have the knowledge of the market from Chapter 1; we have positioned and credibly branded ourselves in that market in Chapter 2. We’ve qualified our prospective customer in Chapter 3 and know with whom we are competing and have presented our credentials to them directly in Chapters 4 and 5. Now it’s crunch time. In this chapter, our topic is the whole process of turning the prospect’s awareness into a positive opinion, with sufficient confidence in you, your company, and your solution to give you the order. Why is this important? This is the stage at which many potential complex ...
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