The purpose of the AUTHENTICATE step is to validate your integrity and that of your proposal. The customer will not decide in your favour without trusting you and believing your claims. In this phase you must continue to build trust in yourself, your organisation, your partners and your proposal. Research indicates that 88% of prospects buy only when they see a salesperson as a trusted adviser.
By now, your customer should perceive the VALUE of implementing your proposal. AUTHENTICATE demonstrates this value in tangible terms. Key components:
- Confidence: building trust in yourself, your product and your organisation.
- Value Perception: understanding how your customer sees value.
- Value Clarity: positioning value as distinct from cost.
- Proof: providing evidence to support your claim.
The AUTHENTICATE step aligns with the EVALUATE SOLUTIONS step in the buyer’s journey.
Methods applied
Wentworth’s perception of value has been crystallised in their value statement, differentiated in Tesico’s favour by addressing customer dissatisfaction with the online experience. This value statement is based on the real needs and challenges identified during DISCOVER and DISRUPT, in order to drive consensus between stakeholders. By allowing Wentworth’s senior officers to inspect a working Tesico product first-hand, Sue is demonstrating her proposal and seeking agreement that it will realise the value as defined.
Importantly, Sue has allowed Tesico’s customer, China Prestige, to offer much of the reassurance — the testimony of a supportive third party carries more weight than the provider’s say-so, and is an essential way to AUTHENTICATE. Through the testimony of China Prestige’s CISO and Client Services Director, Sue has worked to allay fears and drive the DMU to further consensus:
- Maria Kutcik (COO) and Jenny Liu (Client Services Director) have witnessed the enhanced customer experience at China Prestige, supported by consumer awards the bank has gained.
- Jenny Liu has learned that Onicas was instrumental in implementing the Tesico system at China Prestige and will do the same for Wentworth, addressing her informal decision criteria.
- Peter Ludick appears to be shifting from his long-held position that cloud-based security is unnecessary, and now understands why sharing knowledge of threats can help Wentworth become a frontrunner.
- Sue’s move will urge Maria Kutcik to persuade Peter Ludick to accept Tesico’s proposal.
- Robert Meade has seen the technical possibilities for himself, moving Sue’s CHAMPION further toward acceptance; he will likely communicate this to CEO Craig Martin.
- Raf Singh is now fully conversant with the system, enhancing his allegiance as Sue’s ACCOMPLICE.
Some questions for you
Think back to your own prospect.
- Is your prospect already in consensus that your proposal will deliver the value defined in your value proposition?
- Do they have faith in you, your product and your company? How do you know?
- Are there any ‘outsiders’ among your stakeholders who still resist your value proposition, product, company or yourself?
- Would the AUTHENTICATE process help with any of the above? If so, how? Is there a working model of your service or product?
- Do you have a ‘happy customer’ who can help drive consensus?
- Are there stories you can offer to support your proposal?
- Is there further evidence you can use (awards, reviews, press articles, third-party endorsements)?
The Wentworth Prospect
Continue reading from Chapter 45, ‘The Devil in the Details’.
Don't have the book yet? Get it at Amazon or your favourite retailer.