Tip 107 – Avoid losing credibility - Shipley Asia Pacific

Benefits cannot be accurately addressed until the customer and the seller develop a common vision of the customer’s issues and needs and of an acceptable solution.

Sellers that claim to know the benefits of their offerings before collaborating with the prospect are guessing.

The risk of failing to test your assumptions about benefits to your customer of your solution features is that customers might not agree with your claim of benefits to them.

This can undermine trust in you, and diminish the credibility of other claims in your proposal.

Best to test your assumptions about customer benefits early, in the pre-tender Capture phase.