Explore: Understanding the Buyer’s Context

Professor: Brian Signorelli

WHY DO YOU NEED A
QUALIFICATION FRAMEWORK?
 IDENTIFY

THE EXPLORE
PHASE IS THE CONNECT
THIRD PART OF
YOUR INBOUND EXPLORE
SALES STRATEGY.

ADVISE
 Budget
You’ve probably
Authority heard of BANT.
Needs While this is effective for identifying
ready-to-buy prospects, it’s not that

Timeline effective in helping prospects

understand the value of a
differentiated offering.

PIXABAY
 Budget
You’ve probably
Authority heard of BANT.
Needs While this is effective for identifying
ready-to-buy prospects, it’s not that

Timeline effective in helping prospects

understand the value of a
differentiated offering.

PIXABAY
 Budget
You’ve probably
Authority heard of BANT.
Needs While this is effective for identifying
ready-to-buy prospects, it’s not that

Timeline effective in helping prospects

understand the value of a
differentiated offering.

PIXABAY
 Budget
You’ve probably
Authority heard of BANT.
Needs While this is effective for identifying
ready-to-buy prospects, it’s not that

Timeline effective in helping prospects

understand the value of a
differentiated offering.

PIXABAY
 Challenges CGP stands for challenges,
goals, and plans.
Goals You need a deep understanding of
your prospect’s challenges, goals, and

Plans plans before you can even begin to

suggest a path forward.

PIXABAY
 Timeline TCI stands for timeline,
consequences, and
Consequences implications.
Help your prospect define a timeline

Implications
for implementing their plans. Get
them to articulate the negative
consequences of inaction and the
positive implications of taking action.

PIXABAY
 Budget BA stands for budget
and authority.
Authority Instead of leading with that, save it for
the end. Help your prospect
understand the vision and what’s at
stake before you start talking logistics.

PIXABAY
Having a framework helps:
• Understanding: You can make sure you don’t miss details that are
important in understanding your buyer’s context.
Having a framework helps:
• Understanding: You can make sure you don’t miss details that are
important in understanding your buyer’s context.

• Effective communication: You can have a structure for

communicating your prospect’s story back to them, helping them
know that you heard them.
Having a framework helps:
• Understanding: You can make sure you don’t miss details that are
important in understanding your buyer’s context.

• Effective communication: You can have a structure for

communicating your prospect’s story back to them, helping them
know that you heard them.

• Advising: You can position your products and services as a solution

to your buyer’s challenges.
PIXABAY

You’ll never have to give another generic sales presentation.

Instead, you’ll give presentations that are customized to the individual buyer.
STARTING AN
EXPLORATORY CALL
To set yourself up for success:
To set yourself up for success:
1. Build rapport.
To set yourself up for success:
1. Build rapport.

2. Recap what you learned in previous conversations.

To set yourself up for success:
1. Build rapport.

2. Recap what you learned in previous conversations.

3. Set an agenda for the call.

To set yourself up for success:
1. Build rapport.

2. Recap what you learned in previous conversations.

3. Set an agenda for the call.

Rapport building should start
before you get on the call.
Spend some time researching your
contact on LinkedIn and reviewing
their history in your CRM.

PIXABAY
Once you get on the call, ask some open-ended
questions to get the conversation started.

PIXABAY
PEOPLE LOVE TO TALK
ABOUT THEIR BUSINESS.
IT’S IMPORTANT TO KEEP THIS PART OF
THE CALL FROM GOING ON TOO LONG.
 Too much rapport
building can make
you seem like an
over-eager
relationship seller.

PIXABAY
You’ll hear the point where
your prospect is thinking,
“Enough chit-chat.
Let’s talk business now.”

PIXABAY
To set yourself up for success:
1. Build rapport.

2. Recap what you learned and shared during previous

conversations.

3. Set an agenda for the call.

 In your initial call,
you should have set
some expectations
and secured buy-in
for how this call
would go.

PIXABAY
Recapping Previous Conversations

The other day when we spoke, you shared a few challenges that
you’re frustrated with. You mentioned that it’s preventing you
from achieving some important company goals.
Recapping Previous Conversations

The other day when we spoke, you shared a few challenges that
you’re frustrated with. You mentioned that it’s preventing you
from achieving some important company goals.

Can you expand a bit more on what you’re dealing with?

 Getting your prospect
to open up right away
is a great way to get
started.

PIXABAY
To set yourself up for success:
1. Build rapport.

2. Recap what you learned in previous conversations.

3. Set an agenda for the call.

 To set an agenda,
recap what the prospect
shared with you.

PEXELS
Setting an Agenda

We can definitely cover that today. But before we get too far into
that topic, I suggest we set an agenda. I know we booked [60]
minutes today. Does that still work for you?
Setting an Agenda

We can definitely cover that today. But before we get too far into
that topic, I suggest we set an agenda. I know we booked [60]
minutes today. Does that still work for you?

Yes.
Setting an Agenda

We can definitely cover that today. But before we get too far into
that topic, I suggest we set an agenda. I know we booked [60]
minutes today. Does that still work for you?

Yes.

Typically, a good goal for this call is to really figure out how I can
best help you.
Setting an Agenda

We can definitely cover that today. But before we get too far into
that topic, I suggest we set an agenda. I know we booked [60]
minutes today. Does that still work for you?

Yes.

Typically, a good goal for this call is to really figure out how I can
best help you.

I’ve worked with [hundreds] of companies like yours who were

struggling with the challenge you’ve acknowledged. I can
certainly share some advice based on my previous work with
them.
Setting an Agenda

But I find that everyone is a bit different.

Setting an Agenda

But I find that everyone is a bit different.

So, it usually makes sense for me to understand more context

about your goals, other challenges you might be facing or
anticipate facing, any plans you have in place to address those
goals and challenges, as well as timelines and other constraints
that you might have.
Setting an Agenda

But I find that everyone is a bit different.

So, it usually makes sense for me to understand more context

about your goals, other challenges you might be facing or
anticipate facing, any plans you have in place to address those
goals and challenges, as well as timelines and other constraints
that you might have.
Are you comfortable having that conversation with me today?
Setting an Agenda

But I find that everyone is a bit different.

So, it usually makes sense for me to understand more context

about your goals, other challenges you might be facing or
anticipate facing, any plans you have in place to address those
goals and challenges, as well as timelines and other constraints
that you might have.
Are you comfortable having that conversation with me today?

Yes. That sounds refreshing, actually, compared to most

salespeople who just want to talk at me about how awesome
they are.
Setting an Agenda

Great. I suggest we treat this conversation like a two-way

dialogue.
Setting an Agenda

Great. I suggest we treat this conversation like a two-way

dialogue.
I have a bunch of questions for you. I’m sure you’ll have some
questions that I will certainly answer for you.
Setting an Agenda

Great. I suggest we treat this conversation like a two-way

dialogue.
I have a bunch of questions for you. I’m sure you’ll have some
questions that I will certainly answer for you.

Then, at the end of the call, we can decide whether it makes

sense for us to continue discussing how we can more formally
help you.
Setting an Agenda

Great. I suggest we treat this conversation like a two-way

dialogue.
I have a bunch of questions for you. I’m sure you’ll have some
questions that I will certainly answer for you.

Then, at the end of the call, we can decide whether it makes

sense for us to continue discussing how we can more formally
help you.
Does that sound like a good plan to you?
Setting an Agenda

Great. I suggest we treat this conversation like a two-way

dialogue.
I have a bunch of questions for you. I’m sure you’ll have some
questions that I will certainly answer for you.

Then, at the end of the call, we can decide whether it makes

sense for us to continue discussing how we can more formally
help you.
Does that sound like a good plan to you?

Yes.
Setting an Agenda

Great. I suggest we treat this conversation like a two-way

dialogue.
I have a bunch of questions for you. I’m sure you’ll have some
questions that I will certainly answer for you.

Then, at the end of the call, we can decide whether it makes

sense for us to continue discussing how we can more formally
help you.
Does that sound like a good plan to you?

Yes.

Great. Can you start by sharing your goals for taking this call?
To set yourself up for success:
1. Build rapport.

2. Recap what you learned in previous conversations.

3. Set an agenda for the call.

EXPLORING A
PROSPECT’S GOALS
AND CHALLENGES
The First Part of CGP, TCI, BA
The First Part of CGP, TCI, BA
 People generally don’t make changes
unless they have a challenge
that impedes their progress.

PEXELS
MANY PROSPECTS WON’T
RESPOND WELL TO THINGS
LIKE, “TELL ME MORE ABOUT
YOUR PAIN POINTS,”
BUT MOST PROSPECTS ARE
OPEN TO SHARING THEIR
CHALLENGES.
Make a List of All of the Challenges You Solve

PERSONA 1 PERSONA 2 PERSONA 3

• Challenge • Challenge • Challenge
• Challenge • Challenge • Challenge
• Challenge • Challenge • Challenge
• Challenge • Challenge
• Challenge
• Challenge
• Challenge
Exploring Challenges

Many times, when I’m speaking with a VP of Recruiting like

yourself in the tech industry, they have one of a handful of
challenges. It’s often x, but a lot of times it’s y or z, too.
Exploring Challenges

Many times, when I’m speaking with a VP of Recruiting like

yourself in the tech industry, they have one of a handful of
challenges. It’s often x, but a lot of times it’s y or z, too.

Do you ever struggle with these things?

Exploring Challenges

When I hear someone say they have X issue, that often means
they’re frustrated with [challenge].
Exploring Challenges

When I hear someone say they have X issue, that often means
they’re frustrated with [challenge].

How about you?

WHEN YOU START
PROBING FOR
CHALLENGES, IT’S
CRITICAL TO EMPLOY
ACTIVE LISTENING.
Active Listening
1. Truly listen to the prospect.
Active Listening
1. Truly listen to the prospect.

2. Repeat the content and the feeling of the prospect’s

words.
Active Listening
1. Truly listen to the prospect.

2. Repeat the content and the feeling of the prospect’s

words.

3. Confirm you heard the prospect correctly.

Active Listening
1. Truly listen to the prospect.

2. Repeat the content and the feeling of the prospect’s

words.

3. Confirm you heard the prospect correctly.

4. Ask a relevant follow-up question to further clarify your

understanding of their situation.
The First Part of CGP, TCI, BA
Most people love talking
about their goals.
If you’ve uncovered a handful of
challenges, you can easily change that
to talking about goals.

PEXELS
Exploring Goals

I was speaking with a tech company like yours the other day and
they mentioned that their goal was to
achieve X.
Exploring Goals

I was speaking with a tech company like yours the other day and
they mentioned that their goal was to
achieve X.

Do you have a goal that’s similar to that?

Exploring Goals

I’m wondering how much you think challenge Z is preventing you

from achieving goal Z?
 Get your prospect
thinking about the
quantifiable business
value you can
provide.

PIXABAY
ONCE THE PROSPECT HAS
SHARED AN IMPORTANT
GOAL, QUANTIFY IT.
 Understand the
financial downside
you can help them
avoid.

PIXABAY
The First Part of CGP, TCI, BA
IT’S IMPORTANT TO
KNOW HOW THEY’RE
ALREADY THINKING OF
DOING THINGS NOW.
Exploring Plans

How have you tried to overcome challenge X?

Exploring Plans

How have you tried to overcome challenge X?

Why didn’t that work?

Exploring Plans

How do you plan to overcome challenge X in the future?

Exploring Plans

Are you 100% confident that implementing this plan will help
you achieve your goals?
Exploring Plans

Are you 100% confident that implementing this plan will help
you achieve your goals?

Sounds like you have some doubt. Would you be open to new
ways of solving your challenges?
The First Part of CGP, TCI, BA
MOTIVATING A
PROSPECT TO TAKE
ACTION
The Second Part of CGP, TCI, BA
Suggesting Other Possibilities

Would you be open to hearing another way to approach solving

the challenge X that you’ve been working on?
Suggesting Other Possibilities

Have you thought about trying to do Y in order to achieve goal

Z?
Suggesting Other Possibilities

Would it help if I showed you how other companies

implemented X in order to eliminate challenge Y?
Suggesting Other Possibilities

Most companies who struggled with challenged, found that

solution X eliminates 95% of the problem. Do you think that
would be an improvement for you?
CONFIRM THAT THEY ARE INDEED
INTERESTED IN IMPLEMENTING
SEVERAL OF YOUR SOLUTIONS.

IF THEY AREN’T, FIGURE OUT WHY

NOT.
The Second Part of CGP, TCI, BA
PIXABAY

Many companies or
individuals have
goals that are time-
bound.
Exploring Timelines

When do you need to achieve this goal?

Exploring Timelines

How long are you prepared to deal with this challenge?

 Help them think
through the steps
required between now
and the achievement
of the goal.

PIXABAY
The Second Part of CGP, TCI, BA
IF THEY’RE ENGAGED
HEAVILY IN PLANNING,
THAT MEANS THEY’RE
USUALLY PRETTY SERIOUS
ABOUT DOING
SOMETHING DIFFERENTLY.
CONSEQUENCES
Bad things that result from inaction or making the wrong
decision.
GET YOUR PROSPECT TO
VERBALIZE THE
CONSEQUENCES OF STICKING
WITH THE STATUS QUO.
Exploring Consequences

If you don’t achieve this goal, what happens to the company?

What happens to you? What happens to others (your boss,
coworkers, or customers)?
Exploring Consequences

How important is overcoming this challenge to your company?

The Second Part of CGP, TCI, BA
 On the flip side of
the negative
consequences of
inaction are the
positive implications
of making a change.

PIXABAY
IMPLICATIONS ARE OFTEN
IMPLIED WITHIN GOALS.
PIXABAY

You want to hear things like,

“I’m going to Disney World!”

Exploring Implications

When you achieve goal X, what will you do next?

Exploring Implications

When you no longer have to worry about consequence Y,

how will you feel?
Exploring Implications

Who stands to gain the most when this plan works?

The Second Part of CGP, TCI, BA
ENDING AN
EXPLORATORY CALL
IF YOU AND YOUR PROSPECT DON’T
HAVE A SHARED VISION OF WHERE THE
NECCESARY RESOURCES AND
APPROVAL ARE GOING TO COME FROM,

IT’S UNLIKELY YOU’LL BE

ABLE TO COME TO A FINAL
AGREEMENT TO MOVE
FORWARD.
The Third Part of CGP, TCI, BA
The Third Part of CGP, TCI, BA
 You should look at this
from the prospect’s
perspective, not your own.

PEXELS
 It’s critical that the
budget conversations
come after the
challenges, goals, plan,
and consequences
sections of the
conversation.
 In the goal conversation,
you should have
determined how much
money they stand to
gain or to save.

PIXABAY
 In the plan conversation,
you can determine the cost
of the alternative plans.

PIXABAY
ASK THE PROSPECT A
DIRECT QUESTION ABOUT
THEIR FINANCIAL
SITUATION.
Exploring Budget

Based on our conversation, it seems like you’re spending X

dollars on a solution that’s not helping you get to where you
want to go. What did you plan to invest so that you’re 100%
confident that you’ll achieve
your goals?
Exploring Budget

Based on our conversation, it seems like you’re spending X

dollars on a solution that’s not helping you get to where you
want to go. What did you plan to invest so that you’re 100%
confident that you’ll achieve
your goals?

NOTICE HOW THERE

WAS NO MENTION OF
PRICE.
Exploring Budget

Based on our conversation, it seems like you’re spending X

dollars on a solution that’s not helping you get to where you
want to go. What did you plan to invest so that you’re 100%
confident that you’ll achieve
your goals?

THERE WAS NO
MENTION OF
DISCOUNTING TO
CLOSE THE DEAL.
Exploring Budget

Based on our conversation, it seems like you’re spending X

dollars on a solution that’s not helping you get to where you
want to go. What did you plan to invest so that you’re 100%
confident that you’ll achieve
your goals?

THERE WAS NO, “IF I

CAN DO THIS FOR YOU,
WILL YOU MOVE
FORWARD NOW?”
FOCUS ON GUIDING AND
ADVISING PROSPECTS
WHO VALUE YOUR
DIFFERENTIATION.
THEIR DECISION WILL BE TO
PAY YOUR PRICE, OR CONTINUE TO
DEAL WITH THEIR CHALLENGES,
MISS THEIR GOALS, AND FACE THE
CONSEQUENCES OF
A POOR DECISION.
The Third Part of CGP, TCI, BA
PEXELS

Buying has radically changed in the last decade.

 More junior people are tasked
with doing research.
They are key, but certainly not key
people in making the decision itself.

PIXABAY
People are empowered to
share company priorities.
You can find out what’s going on
inside a company from more people.

PIXABAY
 Decisions must be blessed by
more and more people.
There are likely going to be many
people involved in making a decision.

PEXELS
THE RIGHT TIME TO ASK
ABOUT DECISION-MAKING
PROCESSES IS LATER ON.
Exploring Authority

Are you convinced that we can help you better than anyone
else?
Exploring Authority

How have decisions been made like this in the past?

Exploring Authority

Who needs to be involved in this decision?

Exploring Authority

Usually, when my clients are making this decision, the following

people need to be involved: CFO, VP of Sales, and the VP of
Sales Operations. Who covers these responsibilities for your
firm?
Exploring Authority

Do you usually discuss decisions like this with anyone in your

family or maybe other trusted advisors?
Exploring Authority

What were your takeaways from this call?

Exploring Authority

Was this call helpful for you?

Exploring Authority

Was this call helpful for you?

Why?
Exploring Authority

Was this call helpful for you?

Why?

You’ve definitely opened my eyes to better ways of

accomplishing our goals. I’m anxious to implement what we
discussed today.
Exploring Authority

Was this call helpful for you?

Why?

You’ve definitely opened my eyes to better ways of

accomplishing our goals. I’m anxious to implement what we
discussed today.
What do you think we should do next?
Exploring Authority

Was this call helpful for you?

Why?

You’ve definitely opened my eyes to better ways of

accomplishing our goals. I’m anxious to implement what we
discussed today.
What do you think we should do next?

Can we get started?

WHATEVER THE NEXT STEPS,
NOW IS THE TIME TO GET
COMMITMENT FROM THE
PROSPECT.
 This is another place the
CGP framework will help.
You can use it to summarize your
understanding of their context.
Getting a Commitment

Before we wrap up, would it be ok if I share my understanding of

our conversation today?
Getting a Commitment

Before we wrap up, would it be ok if I share my understanding of

our conversation today?

Yes, that’d be great.

Getting a Commitment

Before we wrap up, would it be ok if I share my understanding of

our conversation today?

Yes, that’d be great.

As I understand it, your goals are X, Y, and Z. Challenge A and B

currently stand in the way of achieving these goals. Your current
plan is to implement A and B. But, you’re worried about
challenge C cropping up as you start to implement plan A.
Additionally, you’ve already tried A and it didn’t work. So, you’re
worried that A and B just won’t get you to your goal.
Getting a Commitment

Today, we discussed a few alternative plans that might help you

overcome all of your challenges and achieve your goals. Based
on our discussion today, you seem confident that this new plan
will get you where you need to go, help you avoid consequence
C, and do it all within a timeline and budget that will be
acceptable to the whole team.
Getting a Commitment

Today, we discussed a few alternative plans that might help you

overcome all of your challenges and achieve your goals. Based
on our discussion today, you seem confident that this new plan
will get you where you need to go, help you avoid consequence
C, and do it all within a timeline and budget that will be
acceptable to the whole team.
Did I miss anything important?
Getting a Commitment

Today, we discussed a few alternative plans that might help you

overcome all of your challenges and achieve your goals. Based
on our discussion today, you seem confident that this new plan
will get you where you need to go, help you avoid consequence
C, and do it all within a timeline and budget that will be
acceptable to the whole team.
Did I miss anything important?

That was an excellent recap. I appreciate how effectively you

listened during this call and really helped me brainstorm
solutions. I’m really excited for next steps.
BOOK MORE TIME IF YOU’RE
NOT ON THE EXACT SAME
PAGE.
Send an email using the CGP framework.
To set yourself up for success:
1. Build rapport.

2. Recap what you learned in previous conversations.

3. Set an agenda for the call.

The First Part of CGP, TCI, BA
The Second Part of CGP, TCI, BA
The Third Part of CGP, TCI, BA
THANK YOU.