O'Reilly logo

Smarter Selling: Next generation sales strategies to meet your buyer’s needs – every time by David Lambert, Keith Dugdale

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

5.2. I Owe U

The I Owe U approach advocated in this book derives from the mental tool that we use to set meetings with buyers on the path towards trusted long-term relationships. Here’s how it works:

I is all about intent or aims. Explaining at the very start the reason why you are taking up your buyer’s precious time. The key here is to try to express what you want to do in terms of how it will help your buyer. Better still, link your intent to some research that you have undertaken into the buyer’s organisation or the industry. Which of the two openings below would you prefer to hear?

  1. ‘We’ve just released a new network server that delivers a 20% improvement in network processing time and a 200% increase in storage capacity.’

  2. ‘As you know, we ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required