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Six Greatest Ideas for Selling Big Ticket Items - Business to Business • 91

buying team will choose the cheapest bid. This is an unacceptable situation and the
selling team must try to establish some feature of its offering which distinguishes it
from the competition.

Whatever the area, find your competitive edge, so that in the action plan part of
the campaign-planning process, you can work out how to exploit that edge.

So that's it, the qualification process in a nutshell. You and your team will
already be doing much of it as a matter of normal business. The great idea is to
formalise it and make your own tailored process from the general template described
above.

Idea 53 - Use radar to plot your position

It is very useful to present the qualification checklist as a radar diagram which,
because of its appearance, I call the spider's web.

Here is an example:

Customer need
10T

Competition Finance

Practicality i—i—i Key people

Basis of decision Timescale

Solution