Wombat Book --- NewSell
by Dr. Michael Hewitt-Gleeson

This html-coded online version of the Wombat Final 15/5/06 9:12 AM -- wombatbook.pdf, was prepared by Darlene Sartore with some additions, clarifications, minor adaptations, color texting, and numbered paragraphs to make the text easier to use in follow-along reading and referencing during dialogs.... This version is for use only by course presenters certified by An Ever Better World Internet Academy. Permission granted from author on March 5, 2007.

Chapter 21. The Offer
wombatbook.pdf pages 196 - 200

Is your offer A or B class?
A BVS is in the eye of the beholder

1. In my newsell seminars when I’m working with salespeople and their managers I often ask the following question: what were you before you became a salesperson? Eventually someone comes up with the answer I’m looking for: a customer!

2. So, take off your salesperson’s hat for a moment and put on your customer’s hat. As a customer, there are two classes of offers that come to your attention each and every day:

  • B class: those offers that make it easy for you to say NO

  • A class: those offers that make it easy for you to say YES.

3. Now put your salesperson’s hat back on. No matter how much we are in love with our product nor how much our company raves about its service, when we get a NO it’s usually because the customer sees it as a B class offer. If we want to design an A class offer then it must contain a BVS. The most important thing to bear in mind is that a BVS is in the eye of the beholder. In business, the beholder is the customer and the customer’s viewpoint is what counts.

What is a BVS?

4. CVSTOBVS shows you how you can escape from your Current View of the Situation (CVS) to find a Better View of the situation (BVS), one which is ten times better! This is the basic School of Thinking brain software.

5. Instead of just using your brainpower to defend the ‘rightness’ of your CVS you can switch to using your brainpower to design or look for a BVS.

6. A BVS is ten times better than a CVS.

CVS = Current View of the Situation
TO = Now switch to
BVS = Better View of Situation.
BVS = CVS x 10

7. You can use the CVSTOBVS as a change switch. You can use it as brain software, to escape, to change, to explore, to learn, to create, to accelerate. You can use CVSTOBVS to escape from your CVS. CVSTOBVS is the ‘value-added’ role in the management process. With CVSTOBVS you can make decisions after you have explored options rather than before. CVSTOBVS can help solve problems and/or create opportunities. CVSTOBVS is a switch for change and is very useful in designing an offer for a customer. The important point to remember is the BVS is in the eye of the beholder.

Where’s the BVS?

8. Selling is finding out what your customer’s CVS is and then helping them get a BVS. An A class offer contains a BVS for your potential customers, usually a product or service that gives them a much better outcome from their viewpoint.

9. The customer might find a BVS in a more convenient way to order. A faster way to arrange delivery. A BVS might be a friendlier place to shop or much better aftersales-service. It might be better attention-getting packaging. Or, a less generic, more personalized offer. And so forth.

10. How do we know if the customer thinks our offer is a BVS? Ask them! That’s what a CHECK move is for. Escape from UNCHECK and pick up the phone or send an email and make your offer.

11. An offer requires either a YES or a NO answer from your potential customer. YES or NO are both viable answers, they are the normal business mixture. We bank the YESs and the NOs are market research. The customers use NO to tell us (if we listen carefully) what we have to do to our offer, how we have to evolve it to get a YES. That’s why NOs are so valuable in business.

12. Collecting this mixture of YES or NO answers is how you escape from UNCHECK and you aim to collect as much of this mixture as you can, ten times as much as you do currently.

13. How do you make an offer? You make your offer by flipping the newsell switch UNCHECKTOCHECK. The NO answers you get are valuable as feedback because they tell you that you have a B class offer. You use this valuable market research, these NO answers, to help evolve your offer from a B class offer to an A class offer. How can you tell when you have an A class offer? Your customers will tell you with a YES answer.

14. In other words, if you use the UNCHECKTOCHECK switch often enough to keep in contact with your potential customers they will teach you how to craft an offer that is easy for them to say YES. No closing technique on earth can beat this. When a customer says YES to an A class offer, closing techniques aren’t needed. When a customer says NO to a B class offer, closing techniques aren’t possible.

15. Newsell is all about escaping from UNCHECKTOCHECK with an A class offer and then doing this ten times more often. In contrast, oldsell is trying to use closing techniques to get customers to say YES to a B class offer. Customers hate oldsell. Customers like newsell. Customers punish oldsell by saying NO. Customers reward newsell by saying YES.

This html-coded online version of the Wombat Final 15/5/06 -- wombatbook.pdf, was prepared by Darlene Sartore with some minor adaptations and color texting, for use only by course presenters certified by Ideal Network Academy. Use permission herein granted from author Michael Hewitt-Gleeson on March 5, 2007.

Hardcopy book and pdf format sources NO longer online, might be available from links at
http://www.schoolofthinking.org
WOMBAT SELLING: How to sell by Word of Mouth

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