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Premeditated Selling

Chapter 02: Understanding Buying Factors

In this chapter, we covered five key components of understanding your customers’ critical buying factors. 

  1. Length of the decision process – Will this be a marathon or will it be a sprint? Do you need to quickly marshal your resources for a blitzkrieg? Or do you need to keep your powder dry for a long assault?
  2. Decision consistency – Will this particular decision will be made in the same way as previous ones? Is there a guarantee of consistency? Knowing this will help you adjust your approach. 
  3. Finding or creating a sense of urgency – Why does your customer want to do this? What is driving their decision and how can you keep this burning platform on fire? 
  4. Identifying the influencers – Who will play a role in the customer’s decision process?
  5. Knowing the competition – These comprise both external competitors (your usual suspects, but keeping an eye out for emerging players) and internal competitors (every project competes with other projects for funding and attention—how does yours rank?).

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  • For more than 15 years, Kevin has been designing and delivering training solutions that impact people’s lives. Kevin’s goal is to create a learning environment where participants can thrive and where lessons learned can be translated to the field. Kevin has worked in finance, sales, and sales training. It was in sales training that Kevin found his true passion—developing people. 

    Kevin received a B.A. in Business from North Carolina State University, and an M.B.A. from the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. Kevin uses his academic exposure and real-world experience to develop training solutions that drive business results. Kevin’s work has enabled him to influence hundreds of companies in more than 30 countries worldwide.

  • Steve Gielda

    Steve Gielda is the principal partner at Ignite Selling, Inc., a global sales training and consulting company and author of Premeditated Selling: Tools for Developing the Right Strategy for Every Opportunity. Steve has spent more than 20 years helping Fortune 1000 companies in the healthcare, manufacturing, distribution, and IT industries to improve their sales performance. His emphasis on building and maintaining strong relationships and his focus on driving business results is what sets him apart with his clients. Steve began his career in sales with Lanier Worldwide, a document management solutions company, eventually becoming a regional manager. He was also vice president of sales and channel management at CTN, an office equipment manufacturing and distribution company. After CTN, Steve worked as a senior sales consultant for Huthwaite, helping to create unique sales training solutions for his clients. Most recently, he was a franchise owner with the Advantage Performance Group consulting and learning firm, and an active partner in building the business of Sales Momentum, a customized sales training organization.

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