STRATEGIES & ANALYSIS
Business Corner
Chase pulls up Jim Cathcart’s Sales
Mastery Grid—from Cathcart’s book
“Relationship Selling”—as a tool to focus
in on the types of sales persons that work
successfully and unsuccessfully within
the boundaries of the 80/20 rule.
The bottom-line message? The key
to success is the implementation of
what you learn.
Within the seller’s markets and
adjacent to them, Chase advocates
learning continuously, improving
continuously, understanding trends,
and striving constantly to be per-
ceived as having market expertise as
a key differentiator. These qualities
will position the seller in the Master
Seller quadrant of Cathcart’s Mas-
tery Grid. Armed with these traits,
instead of hearing “I’m interested”
from customers, which is what 80%
of sales people hear, they will hear
the customer say “I’m sold.”
Chase provides suggested tools to help
the seller breath that rarified air-of-suc-
cess where just 20% of sellers exist. He
says to recognize the difference between
an “influencer” and the “trigger” deci-
sion-maker within your customer base.
Influencers cannot carry the ball as well
as you can to the trigger, or the decision-
maker; there are three methods to gain-
ing access to the trigger using the influ-
encer as support; there are two methods
to establishing control of the decision
process; develop a one-page biography
sheet—not a resume—and establish a
value proposition; use the biography in
all proposals and in advance of the
first meeting; do not think as a sales-
man but as an advisor; develop 12-15
testimonial letters; develop 25-30 ref-
erences; 5-6 per page; and always ask
why you won or lost the sale. The
answer builds your success.
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