EVS Part 2-Value Map

Question 1

1. What’s the best way to uncover a buyer’s objectives?

Answer 1

Research, hypothesize, and validate

Question 2

2. What are some common mistakes to avoid when emailing or calling a contact for the first time?

Answer 2

Talking about yourself, not the customer and their needs; personalize/tailor your communication; if one of your competitors can also say it, don’t.

Question 3

3. There are two circumstances where it makes sense to know the CEO’s key priorities. What are they?

Answer 3

1. When they are involved at the process (beginning/end)
2. If there is a large buying group (every Ellucian sale)

Question 4

4. What’s the difference between “business value” and “personal value”?

Answer 4

Business Value is what motivates everyone at an organization (mission, brand, etc.).
Personal value is how do we make their job easier now and how do we line up with what they care about (sometimes doesn’t align with business value; coasting to retirement).

Question 5

5. How do you surface personal value?

Answer 5

Ask! If they don’t have an answer, it means their work and personal values do not align or they don’t trust you with the answer.

Question 6

6. What are “success measures”?

Answer 6

Success measures are how they know they have achieved their objectives (ideally quantifiable measures).

Question 7

7. How do success measures help you sell?

Answer 7

Line up the features of our products to meet their success measures.

Question 8

8. Success measures that link to a University President’s 3 main priorities

Answer 8

Optimize public reputation, Achieve the Mission, Ensure Financial Stability and/or Growth