Classifying Your Customers' Needs
	Targeting Your Customer(s)
	Examining Your "Niche"
	Identifying Your Competitors
	Assessing and Managing Your Available Resources

	Financial
	Human
	Material
	Production

Marketing Positioning

	Follower versus Leader
	Quality versus Price
	Innovator versus Adaptor
	Customer versus Product
	International versus Domestic
	Private Sector versus Government

Sales Strategy

	Use Customer-Oriented Selling Approach - By Constructing Agreement
	Phase One: Establish Rapport with Customer - by agreeing to discuss what the customer wants to achieve.
	Phase Two: Determine Customer Objective and Situational Factors - by agreeing on what the customer wants to achieve and those factors in the environment that will influence these results.
	Phase Three: Recommend a Customer Action Plan - by agreeing that using your product/service will indeed achieve what customer wants.
	Phase Four: Obtaining Customer Commitment - By agreeing that the customer will acquire your product/service.
	Emphasize Customer Advantage
	Must be Read: When a competitive advantage can not be demonstrated, it will not translate into a benefit.
	Must be Important to the Customer: When the perception of competitive advantage varies between supplier and customer, the customer wins.
	Must be Specific: When a competitive advantage lacks specificity, it translates into mere puffery and is ignored.
	Must be Promotable: When a competitive advantage is proven, it is essential that your customer know it, lest it not exist at all.

The six "O's" of organizing Customer Buying Behavior

	ORIGINS of purchase: Who buys it?
	OBJECTIVES of purchase: What do they need/buy?
	OCCASIONS of purchase: When do they buy it?
	OUTLETS of purchase: Where do they buy it?
	OBJECTIVES of purchase: Why do they buy it?
	OPERATIONS of purchase: How do they buy it?

	Convert features to benefits using the "...Which Means..." Transition
	Sales Maxim: "Unless the proposition appeals to their INTEREST, unless it satisfies their DESIRES, and unless it shows them a GAIN--then they will not buy!"
	Quality Customer Leads: Level of need Ability to pay Authority to pay Accessibility Sympathetic attitude Business history One-source buyer Reputation (price or quality buyer)

	Performance Time Saved
	Reputation Reduced Cost
	Components Prestige
	Colors Bigger Savings
	Sizes Greater Profits
	Exclusive Greater
	Convenience
	Uses Uniform Production
	Applications Uniform Accuracy
	Ruggedness Continuous Output

	Delivery Leadership
	Service Increased Sales
	Price Economy of Use
	Design Ease of Use
	Availability Reduced Inventory
	Installation Low Operating Cost
	Promotion Simplicity
	Lab Tests Reduced Upkeep
	Terms Reduced Waste
	Workmanship Long Life

BUYING MOTIVES RATIONAL EMOTIONAL

	Economy of Purchase Pride of Appearance
	Economy of Use Pride of Ownership
	Efficient Profits Desire of Prestige
	Increased Profits Desire for Recognition
	Durability Desire to Imitate
	Accurate Performance Desire for Variety
	Labor-Saving Safety
	Time-Saving Fear
	Simple Construction Desire to Create
	Simple Operation Desire for Security
	Ease of Repair Convenience
	Ease of Installation Desire to Be Unique
	Space-Saving Curiosity
	Increased Production
	Availability
	Complete Servicing
	Good Workmanship
	Low Maintenance
	Thorough Research
	Desire to be Unique
	Curiosity