The 3 WHY Qualifiers
The “3 WHY” qualifiers are powerful qualification and messaging tools.
If you collect the answers to them over the course of the sales engagement, you can build a solid case for yourself and have answers to the questions the hotel group decision maker(s) will ask before approving the project and budget!
You may find it beneficial to make 3 slides together with your champion, to support the project during the internal decision-making and budget approval processes.
1. Why Do Anything?
Why should the group act? Is there a consequence if they don’t act?
The pain points use cases and metrics around the negative consequence and positive business impact must be agreed and confirmed by the client.
Don’t assume anything. Work together with your Champion on this. Is the impact on occupancy, revenue, resource or something else.
It should answer the EB’s question: “Do we really need this? What if we don’t act?”
2. Why Us?
What differentiators can SiteMinder, our products, our connections or our support deliver that makes our offering unique?
Check all decision criteria no matter if it’s technical, business or corporate and line them out here.
Also, your Champion and other supporters should agree on these differentiation points as unique points, especially if your competition cuts you on price. Focus on our value, not our cost.
This will answer the question: “Why should we take this Vendor over Vendor X, who might be cheaper”
Why now?
The close date of a deal is dependent on many things like the decision process, cash flow or budget implications or priorities. In decision meetings, the question will come up, “Do we have to do this now? What happens if we do it next quarter or next year?”
Together with your champion you need to have a good compelling reason and deadline why this project should not be delayed.
Think about the affect of seasonality on their ability to maximise impact, consider their current contract cycles, is there a property they plan to open. Do you need to artificially create a compelling event by setting an expiry date on your offer?