Vision Selling Overiew
Since they can get some features and benefits from multiple vendors it means that you should not spend a lot of time trying to differentiate your solution based upon these "shared" items.
It is therefore imperative that you identify your “exclusive” features and benefits and match as many of these as possible to your customer’s Vision of Success
Vision
of
Success
Vision
of
Success
Vision
of
Success
“Exclusive”
Your Product/Solution
Feature/Benefit A
Feature/Benefit B
Feature/Benefit C
Feature/Benefit D
Feature/Benefit E
Feature/Benefit F
Feature/Benefit G
Feature/Benefit H
Feature/Benefit I
Feature/Benefit J
Feature/Benefit K
Feature/Benefit L
Feature/Benefit M
Feature/Benefit N
Feature/Benefit O
Feature/Benefit P
“Financial” Evaluator
Business Criteria #1
Business Criteria #2
Business Criteria #3
Personal Criteria #1
Personal Criteria #2
“Expert” Evaluator
Business Criteria #1
Business Criteria #2
Business Criteria #3
Personal Criteria #1
Personal Criteria #2
“Operator” Evaluator
Business Criteria #1
Business Criteria #2
Business Criteria #3
Personal Criteria #1
Personal Criteria #2
“Exclusive”
“Exclusive”
"Shared"
"Shared"
"Shared"