As you’ll know from your Gazing training, the gap is that critical ‘above the line’ sales discussion with the customer in which you, and critically they, work out what’s missing in their current set-up. One of my Gazing colleagues always starts with Stage 2 when analysing a deal that seems to be stuck.
We know that customers enter the Decision Making Cycle with a ‘Motivation to Move’. This is all about what’s driving them, what do they really want? If the motivation is strong enough they will begin to analyse what they need in order to achieve that Motivation. What are the levers they can pull, or the changes they can make?
We use the symbol with the jigsaw piece missing at this stage, and get some fascinating answers when we ask ‘why that symbol’? Is it because the whole thing is a puzzle? Is it because it’s infuriating when you lose a piece from a puzzle? Kind of. But the real reason is to remind us to focus on the bit that’s missing in the customer’s world. Where is the ‘current’ less than ideal, and how does that impact on Drivers, stage 1?
Our job at stage 2 is to broaden the agenda. The risk is, we stop asking questions, and hear one requirement then dive in below the line to the solution.
A good framework is so helpful here, especially if there is some pressure. Most customers don’t lay their requirements out neatly, especially if we’re just talking to them and trying to understand more. So a good framework helps us guide the customer, keeping some control over the conversation but without being controlling.
I’d agree with my Gazing partner – so often the issue lies at stage 2. If the deal is stuck, if they are focusing solely on price, or distracted, take a look at Stage 2 and check you’ve done a good enough job.
There’s so much more to this stage than that, but we hope you have found this a helpful reminder. Please do get in touch if you’d like to sharpen your focus at stage 2.