A Letter from Sales to Buyers, part 2

This is the continuation of the previous post.

Now that we’ve addressed the basics of the buying-selling process, let’s get down to working on the business case for this project. Your foresight in requesting that sales people work on business issues and not spend time spouting buzzwords will save us both time.

This flowchart (download the PDF (58.2K)) will help us get started. The document details the process I would like us to use when evaluating a sales opportunity. It starts with the definition of a business problem, issue, or result you’d like to achieve.

We want to get real about the business case. Pretend we’re old friends, close relatives, whatever it takes to quickly determine that if I can solve your business problem in the time, people, and budget ranges you determine, we’ll move forward together.

This doesn’t mean you are going to write a check today. What it does mean is that we agree there is a problem and we want to solve it together.

We’ll follow the flowchart and work through it together to make sure we on the same page at all times. I need to meet all the decision makers and interview them so I can make sure I know everyone’s expectations for the project.

By the time you and I review a proposal, the deal should already be done. A proposal should contain no surprises for you and only be used to link our agreement to our signatures and help anyone on our team understand the reasons for the project and the projected outcome.

After the deal is complete, I agree to provide excellent service if you agree to centralize support requests and provide detail about any problems with the products/services. Only with this detail can my team help you.

If we find problems in our products/services at another client, we will notify you if it could affect you.

I would like to know at least three other businesses who you believe should work with us. A recommendation from you directly to them is the best way to help me. It keeps my firm in business and you gain some leverage as a preferred client.

One of the elements you requested to be able to do is get someone on the phone who knows what he/she is talking about. I will let you know now that I did not engineer the product, but I can get to the people who did. And I will if we need to.

Another element you requested is that I acknowledge and take responsibility for any faults in our products or services. I will do so if you provide ideas on how to make my product/service better and pay your invoices on time. Making our products/services better is good for both of us.

If you have other ideas about our relationship, please let me know.

Thank you,

Your Sales Person