neal basson - vauxhall nine elms battersea - 20.06.2012
TRANSCRIPT
Wandsworth Council VNEB Employment and
Business Working Group
Part One
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Bid Support ServicesIntroductory Session
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A quick thought experiment
Imagine you are in front of a potential client and you are asked this simple question:
“What phrase most succinctly sums up why I should buy from you?”
Let me hear some answers…
Feature based thinking
We are flexible
We have long experience
We treat you as an individual
We are renowned for quality
We will be here for you 24/7
We have very attentive customer
services
Our range is the widest
Personal service
Many locations
Knowledge
Highly trained
4
The Common Buying Motives
5
Examples of benefits (with some synonyms)
Saves (conserves) management time
Reduces or eliminates cost
Reduces (shrinks or diminishes) risk
Improves (boosts) staff morale
Increases (grows) turnover
Improves (delivers higher) margins
Increases (drives up) productivity
Reduces (eliminates) waste
Enhances (promotes, improves) image
Reduces environmental impact
Decreases (significantly lowers) staff turnover
Improves (delivers higher) quality levels
Increases (elevates) skills levels
6
Golden Rule Number Five
7
People do not buy what it is.
They buy what it does or will do for them.
They buy:
Real Benefits!Based on the Common Buying Motives...
WS VM
WHY E2
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