the science of sales success and how to get rich

_{Steven Smartsell starts with Olivia's only stated goal of reducing downtime. He fills in the details from the MP 2: Measure Potential}_{section of his Q sheet (another strong argument for taking notes) into his Connecting Value sheet. He matches only the appropriate product features to her goals, measurable benefits, and conditional commitment. For illustrative purposes, Olivia has only one goal while your customers might have two or three goals (as in the water heater case study). A Connecting Value sheet becomes invaluable in matching features when you have more than one product that can achieve customers' goals. (See Exhibit 7-2.)}

_{CONNECTING VALUE SHEET}
_{Customer Goals}	_{Benefits of Achieving Goals (Time or Money)}	_{Systems of Evaluation}	_Products	_{Specifics of Features and Benefits (features are in italics)}	_{Value Type and Focus (Internal, External, or Both)}	_{Unique Strength/Feature Value Rating}
_{Reduce downtime}	_{Prevent production stoppages from 18 hours annually to 9, which generate savings of $360,000 annually}	_{Hours of downtime}	_{Predicto Services}	_{Variance Alerts prevent unscheduled breakdowns}	_{Perceived value. Both; it ensures uninterrupted shipments to their customers (E) and saves them money from lost production (I).}	_{Yes/ 5}
_{Reduce downtime}		_{Hours of downtime}	_{Predicto Services}	_{Tolerance Checks prevents unscheduled breakdowns}	_{Same as above}	_{Yes/ 5}
_{Conditional Commitment: Reduce the costs of $40,000 per downtime hour (SOE) to no more than nine hours annually (goal), save $360,000 (measurable benefit), begin in November and finish by December (start and completion dates), not exceed $1,080,000 budget (funding), get at least a three-year payback (SOE).}

_{Exhibit 7-2: Connecting value sheet.}

the science of sales success and how to get rich_116

_{Step Three: Oops!}