The systematic sales dialogue (SSD)

2005 will be the year of the customer, his needs and wishes are your orientation points. And you should convey this to your client. Tell him exactly which 'Return on Investment' you offer to him for his money. The 'RoI' can consist of hard facts including your products or services having a superior rational added value. The 'RoI' should also include soft factors if your products and services have a attractive emotional added value.

Example One: The project manager of high quality printing machines explains and discusses with a potential client how this customer could achieve with these new generation printing machines a better quality at a higher printing volume per day. He also conveys how this will positively affect his better market positioning and his improved cost-benefit situation. The sales person calculates in front of the customer how long it takes until the investment costs will be depreciated and the break-even for this investment will be reached. Additional economical and financial calculations like depreciation possibilities and methods or leasing models etc. round up his benefit argumentation.

Example Two: The General Manager of a medium-sized business wants to furnish his office. He is fascinated by top quality premium products and services as this is his self-conception and image he identifies with. The sales consultant that he invited to his company discovers and recognizes these important factors quickly and raves about the unique quality of his products, the high-class workmanship and how the raw material is selected in a very time-consuming and elaborate process. The brand values become alive. The result: the customer has to get this furniture program - even if there are cheaper offers that are very similar concerning the pure functionality.

The Systematic Sales Dialogue (SSD)

What does this mean for your sales dialogue? It is very important that you argue for your products and services in a logical and a psychological manner. You have to win the brain and the heart of the customer. Both argumentation ways combined into a system create an unbelievably strong incentive to buy. VERWEYEN CONSULTING calls this 5 phase's model Systematic Sales Dialogue, or SSD.

Go to the limits with 'Go+'!

For a successful implementation of the systematic sales dialogue (SSD) it is important you as the sales person to convince the customer rationally and emotionally and to use all your power even if after a long sales pitch talk when the forces seem to be vanishing. A Client of VERWEYEN CONSULTING, Werner T. Traa, Vice President and member of the board of the Wieland company in Ulm nearby Stuttgart, put it during a seminar perfectly to the point saying about a successful sales consultant: 'He went the extra mile for the customer.' This means: Don't give up, bring strong head and heart arguments if the sales dialogue doesn't seem to lead to the goal of making the deal. Sometimes you have to explain to the customer a second or third time which rational and emotional advantages are most beneficial to him. Be clear to him which added value comes with the price that you ask for. Show sportsmanship and be in shape to convince and enthuse your customer. VERWEYEN CONSULTING is calling this successful and powerful engagement 'GO+'. Combining both the rational and emotional systematic sales dialogue and determination of selling in the sense of 'GO+', it is a very effective way to convince even the most difficult customers to make the deal.