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Why Qualifying Prospects is Like Selling To Zebras with Jeff Koser #171

Why Qualifying Prospects is Like Selling To Zebras with Jeff Koser #170

Our guest today is Jeff Koser, author of the book “Selling to Zebras”.  Jeff believes that good prospects should be as easy to spot as a zebra. Far too many sellers have no idea what problems they solve for their clients.  They can’t distinguish a hot prospect from zoo animal. That’s the topic for today and what you can do know your perfect client and get results.

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What’s a Zebra?

If you don’t know your ideal client (your Zebra),  sales, business development and marketing are going to be misaligned. Nor will you be able to connect with Power, what Jeff calls the sole person who can decide to buy without checking the budget. The goal here is to only be selling to zebras.

Sales Process

Build your Zebra – Define your ideal client and design your avatar. Use
7 attributes, score each attribute 0-4 with  red yellow green. The high score is 28

  • 0-16 is in the red (you’re never going to make the sales)
  • 17-22 is in yellow (you’re deal is in trouble, you’re not selling to zebras)
  • 23-28 is in green (you’ve earned the right to ask for the business)
Zebra Attributes
  1. organizational profile
  2. operations
  3. power
  4. funding
  5. value
  6. technology
  7. service

Voice of the Customer – find the person who can buy without a budget. Discover THEIR problem and solve it. Power focuses on cost avoidance. Ask your current customers what problem you solved when they came on board. Find out what value you bring. Build a business case why someone should buy from you

Business Case – the Value Proposition. This process forces you to do your homework. Identify why they are your zebra, you’ve build a business case for your product, now you can frame your product in Power’s context.

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How to Find Jeff Koser

Jeff’s company is Selling To Zebras:

Take Action Advice

Don’t give up. If you have a dream the single biggest difference between succeeding and failing is your willing to continue to persevere.

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Ideal Clients, Avatars and Value Proposition Examples

Here are past episode you just might find addicting. Grow your sales today!

6 Responses to Why Qualifying Prospects is Like Selling To Zebras with Jeff Koser #171

  1. Eric July 26, 2017 at 8:48 am #

    Hi Pat:

    How do we obtain the free copy of Selling to Zebras? I can’t find a link to that on the website, only the Amazon link.

    Thanks,
    Eric

    • Pat July 26, 2017 at 5:32 pm #

      Eric, I’m reaching out to find the way to get your free book. I’ll post the directions here when I get the info. Thanks, Pat

      • Eric July 27, 2017 at 8:36 am #

        Pat, Thanks for the reply. I reached out to them and am having the book shipped soon! Thank you!

        • Pat July 31, 2017 at 8:33 am #

          I just a message from them. Use the “Contact Us” and reach out to them. They are having issues with their shopping cart. They will help you personally Eric. Good luck!

        • Pat July 31, 2017 at 8:33 am #

          Great to hear it.

      • Pat August 1, 2017 at 9:17 am #

        For all interested this is the link https://www.sellingtozebras.com/contact-us/shop

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