LOGODealing withAshraf OsmanSales Effectiveness Consultant
Differentiation among competitors• Fear affects the way customers differentiate amongcompetitors:– Fear of– Fear of– Fear ...
Fear of change• New solution will disrupt the way they do business.• Even if the solution is cheaper , manageable, efficie...
Fear of conflict• New solution might induce conflicts.• Conflict can be Inter-department or intra-department.• Conflict wi...
Fear of work• Customers are afraid of the additional work that your solutionmight induce.• Current work methods will chang...
Fear of failure• What if we fail?• Bad publicity internal and external, social media, customer/constituents rage.Author: A...
Customer reaction to fear of change• Your feature : we will deliver the parts you need in one hourto your facility• Custom...
Fear of conflict• Your feature : we will deliver the parts you need in one hourto your facility• Customer response :We can...
Fear of work• Your feature : we can have your project fully implemented in6 months or less.• Customer response :That’s too...
Fear of failure• Your feature : we will reduce your cost year after year• Customer response :Will you be able to maintain ...
Fear of All• Your feature : We will fully revolutionize & automate your operation usinglatest IT systemFear of Change  We...
Fear fighters• Emphasize what will NOT change.• Make certain your customer clearly understands which of itsmany systems wi...
Fear fighters• People : not CV’s but Bio’s that include what customers wantto hear. Resources experience and knowledge per...
Handling fear of change• Your feature : we will deliver the parts you need in onehour to your facilityI am not sure we are...
Handling fear of conflict• Your feature : we will deliver the parts you need in onehour to your facilityWe cannot ask all ...
Handling fear of work• Your feature : we can have your project fully implementedin 6 months or lessThat’s too quick, it me...
Handling fear of failure• Your feature : we will reduce your cost year after yearwill you be able to maintain quality year...
The 90%-10% rule90% of your competitors will talk about :• History and background.• Company stability.• Commitment to the ...
Find out your 10% advantage• Take away the fears (change, conflict, work, and failure) usingthe fear fighters (people, pro...
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Handling customer fears

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Handling customer fears

  1. 1. LOGODealing withAshraf OsmanSales Effectiveness Consultant
  2. 2. Differentiation among competitors• Fear affects the way customers differentiate amongcompetitors:– Fear of– Fear of– Fear of– Fear ofAuthor: Ashraf Osman
  3. 3. Fear of change• New solution will disrupt the way they do business.• Even if the solution is cheaper , manageable, efficient, still it isa change.• Consequences of change could be :– Loss of authority.– Loss of job.– Change of job.– etc..Author: Ashraf Osman
  4. 4. Fear of conflict• New solution might induce conflicts.• Conflict can be Inter-department or intra-department.• Conflict with their own customers.• Conflict with suppliers.Author: Ashraf Osman
  5. 5. Fear of work• Customers are afraid of the additional work that your solutionmight induce.• Current work methods will change; that’s additional work!• “I used to send an email, now I have to fill 3 forms”.• “Where am I in the new system?”• “How long will it be before we go home on time?”• “Executives are involved, the new system delivers morecapabilities which is more workload for us”Author: Ashraf Osman
  6. 6. Fear of failure• What if we fail?• Bad publicity internal and external, social media, customer/constituents rage.Author: Ashraf Osman
  7. 7. Customer reaction to fear of change• Your feature : we will deliver the parts you need in one hourto your facility• Customer response :I am not sure we are equipped to handle such a fastdelivery , our warehouses have a wok process that weshould followAuthor: Ashraf Osman
  8. 8. Fear of conflict• Your feature : we will deliver the parts you need in one hourto your facility• Customer response :We cannot ask all our suppliers to speed up delivery justto keep up with you.Author: Ashraf Osman
  9. 9. Fear of work• Your feature : we can have your project fully implemented in6 months or less.• Customer response :That’s too quick, it means we have to start training ourTechnical staff to support the new technology and printrelevant forms in short timeAuthor: Ashraf Osman
  10. 10. Fear of failure• Your feature : we will reduce your cost year after year• Customer response :Will you be able to maintain quality year after year ?Author: Ashraf Osman
  11. 11. Fear of All• Your feature : We will fully revolutionize & automate your operation usinglatest IT systemFear of Change  We can not have that , too much change at the same time !Fear of conflict  Will this mean our IT people will get paid at a higher ratethan other departments?Fear of work  How many other systems we will have to change if the ITsystems changes ?Fear of failure  What if it doesn’t work , that’s a big risk !Author: Ashraf Osman
  12. 12. Fear fighters• Emphasize what will NOT change.• Make certain your customer clearly understands which of itsmany systems will not change as a result of doing businesswith you.Author: Ashraf Osman
  13. 13. Fear fighters• People : not CV’s but Bio’s that include what customers wantto hear. Resources experience and knowledge pertinent tocustomer’s project.• Process : how you implemented before and how will youimplement this one.• Technology: your unique technology advantage.• Experience: Prior experience & accumulated knowledge.Author: Ashraf Osman
  14. 14. Handling fear of change• Your feature : we will deliver the parts you need in onehour to your facilityI am not sure we are equipped to handle such a fast delivery ,our warehouses have a wok process that we should followYou control delivery day and time , but if you have anemergency we can deliver the parts in as little as onehourAuthor: Ashraf Osman
  15. 15. Handling fear of conflict• Your feature : we will deliver the parts you need in onehour to your facilityWe cannot ask all our suppliers to speed up delivery just to keepup with you.You control delivery day and time , but if you have anemergency we can deliver the parts in as little as onehourAuthor: Ashraf Osman
  16. 16. Handling fear of work• Your feature : we can have your project fully implementedin 6 months or lessThat’s too quick, it means we have to start training our techies tosupport the new technology and print relevant forms in shorttimeWe have developed a step-by-step transition map andwe will deliver the needed training to your employeesAuthor: Ashraf Osman
  17. 17. Handling fear of failure• Your feature : we will reduce your cost year after yearwill you be able to maintain quality year after year ?Once we have the system up and running, the cost willreduce each year while we continue to deliver the sameresultsAuthor: Ashraf Osman
  18. 18. The 90%-10% rule90% of your competitors will talk about :• History and background.• Company stability.• Commitment to the project.• Belief in your company.• Basic price structure.• Emphasis on quality.• Well-qualified staff.• Latest technology.• Flexibility.• Modern facilities.• Dedication to customer satisfaction.Author: Ashraf Osman
  19. 19. Find out your 10% advantage• Take away the fears (change, conflict, work, and failure) usingthe fear fighters (people, process, technology, andexperience)• Your advantage is superiority & uniqueness.• You should have at least 3 advantages that affectperformance.• Tie these three claims to money, time & risk. This is your 10%advantageAuthor: Ashraf Osman
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