360⁰ Prospect View ™

Validating Market Perception
Nothing improves new business greater than understanding pre-client (prospect) perceptions, yet less than 20% of organizations conduct post-decision interviews with discipline or regularity. We believe that post-decision interviews are not discretionary and the gleaned market perception from these interviews is the only way to verify a company’s technology, services, products, sales cycle and competitive positioning enabling real alignment with buyer decision processes. Solution-centric sales training events require, but, do not provide: Articulation of your competitive differentiation; Common and appropriate messaging to the right buyers; Understanding of the buyer needs or mapping of your solution to those needs. Without this essential verified differentiation, messaging and customer insight required by solution-centric sales training, you are not selling solutions, only products. Accurate prospect perception enables companies to take a thorough look in the mirror at its truthful corporate culture, products and services and to realistically validate the attributes that it already competitively “owns” and to focus on the attributes requiring real change to maintain market relevance. Specifically, do you know whatyour:

• Prospects think of your company?
• Company’s branded attributes are?
• Competitive differentiation is?
• Common marketing and sales messages are?

Diagnosing Sales Cycle Success
Most technology companies have invested in a sales enablement training process (e.g., Solution Selling, Customer Centric Selling, PowerBase Selling), yet McKinsey & Company states that 3 out of 4 companies investing in these methodologies never receive a return on their investment. Alarmingly, 80% of those companies defining their sales process have NOT aligned it with their buyer’s decision process. This simply means that most sales training is an event that trains what to do, not how to do it. Companies spend millions of dollars on product development, but, not a single dime is spent on empowering distribution channels and marketing with a common articulation of a product or company differentiation! Specifically, do you know how your:

• Sales team performs during its sales cycle?
• Expensive sales training is paying off?
• Market perception rates against that of your competition?
• Prospect buying process aligns with your selling process?

360⁰ Prospect View
HealthTrend’s, 360⁰ Prospect View, service enables sales, marketing and product management teams with essential feedback and measurement based on real knowledge about its prospects. If you are serious about selling solutions, 360⁰ Prospect View is an essential companion service to align your selling activities with your buyer process. Specifically, 360⁰ Prospect View service quantifies approximately fifty attributes and questions that prospects commonly associate as decision criteria, so your resulting presentation will:

• Diagnose sales channel performance to better align prospect perception & buying process with your sales cycle;
• Monitor prospect buying criteria, decision process and perceived attributes to guarantee realistic awareness and lead-generation campaigns;
• Verify competitive differentiation to align marketing, corporate and sales DNA into a common message;
• Instill a continual buy-side performance measurement for your sales cycle or training process.

For more information and pricing on HealthTrend’s 360 Degree Prospect View service, please contact us at info@healthtrendresearch.com