The Direct and Indirect Characterization Worksheet is an excellent way to aid in the conversion of your sales leads. While the Direct Characterization worksheet focuses on the strengths and weaknesses of your prospects, the Indirect Characterization worksheet focuses on the strengths and weaknesses of your competitors. The results of this workbook is that you can quickly assess how your product or service will hold up against your competition and then decide if you have an answer to the problem at hand. Either of these worksheets could be used with a new marketing plan.
In the Direct Characterization worksheet, you will define some of the basic characteristics of your prospects. For example, do they be willing to make a commitment? Do they like to succeed? Do they have what it takes to make a difference? These are the basic questions that can be answered in this worksheet.
Next, in the Direct Characterization worksheet, you will list your expectations for each prospect. You can add an expectation to the prospect’s expectations as well as an opportunity for the prospect to have an expectation for himself. Examples of expectations would be to learn more about the idea, be promoted, or to have a chance to ask questions or seek clarification. You may also want to include an opportunity for the prospect to purchase the product or service that you have to offer.
Next, you will evaluate your prospects strengths and weaknesses. Look for your strengths in the information you provide in the worksheet. Make sure you include how your product or service fits into the lives of your prospects. If your prospect’s needs require a more flexible attitude, then you should include a question about how your product or service will help with flexibility. In addition, if your prospect has certain abilities, then you should include those areas in the worksheet as well.
After the strengths and weaknesses are determined, you will be able to build a relationship based on those specific characteristics and opportunities for your prospects. First, determine the strength of the relationship. If you find that the strengths you identified for your prospects are strong, then you will begin the relationship. If the relationship is weak, you will need to focus on finding new strengths and weaknesses.
For each prospect, you will be able to gauge their readiness to purchase your product or service by making sure that your product is within the reach of your prospects. If your product doesn’t fit into the prospect’s wants and needs, then you will need to focus on offering an alternative solution to the problem. By doing this, you will be giving the prospect a reason to want the product that you have to offer.
Finally, in the Indirect Characterization worksheet, you will be able to identify the impact of your product or service upon your prospects. For example, if your product or service is used by many people for years, then you will know that your product or service is an opportunity for the prospect. On the other hand, if your product or service is new, then you will know that it is a challenge for the prospect.
Direct and Indirect Characterization worksheets are great for tracking the success of your efforts in improving the quality of your sales. By using the Direct and Indirect Characterization worksheet, you will be able to track and understand what impact you are having on your prospects and how you can improve your performance. No matter which worksheet you use, it will enable you to determine the strengths and weaknesses of your prospect and then determine how you can improve the quality of your selling efforts.
