The Three-Part Validation Marketing System
The Three-Part Validation Marketing System
What is 321’s three-part validation system in the context of marketing? 321’s three-part validation should not be confused with Public Relation firms’ third party validation feature to build business credibility. This article and accompanying radio show will discuss 321’s three-part validation system.
First, we need to define the word, “validation”. The definition of validation is: the action of checking or proving the validity or accuracy of something. Next, why is having a three-part validation system helpful in selling…especially in selling big ticket items where sales prices start at thousands of dollars and could be as high as several million dollars?
In the current age of powerful web development and digital marketing tools, websites and social media platforms can persuade prospects to consider companies’ products and services. 321’s traditional business development program concentrates on four Effort areas: contacting, prospecting, appointment setting and closing. After the business or individual agrees to become a client, the salesperson shifts gears to perform Tasks agreed to complete the order.
In traditional selling, sales cycles can be a little longer than web and digital marketing strategies. The traditional sales cycle is not as fast as digital. As a side note, some web-based products and services may not have high sales prices. As an example, what consumer would order a $15,000 breast implant procedure online without first meeting with the surgeon a number of times before making a buy decision?
What consumer pays online, a $1,500 retainer, to a defense attorney before meeting in person? Maybe, our readers can begin to see where we are heading with 321’s three-part validation.
Let’s look at several scenarios where a sale could be at risk without three-part validation.
- Scenario 1: the website looks great but the phone conversation to initially build rapport does not go well.
- Scenario 2: the social media posts are engaging and the consumer wants to meet. But, at the first meeting, the prospect feels the salesperson or business owner uses hard-selling techniques.
- Scenario 3: The consumer meets with the salesperson but it is discovered late in a phone consultation or face-to-face meeting that the consumer is not a qualified prospect. The consumer is irritated to have spent their time for nothing. The salesperson is embarrassed to tell the consumer that pricing is outside of their budget.
- Scenario 4: The salesperson or business owner invests $10,000 in a marketing plan and realizes a low ROI or has high customer acquisition costs.
- Scenario 5: Business owners seek sales performance, productivity and profitability.
Too many failed appointments could jeopardize the financial future of the business.
In each of the five scenarios, there was inadequate preparation and screening to build the salesperson’s business and give the potential customer a great sales experience.
What is 321's Three-Part Validation System?
321’s three-part validation resembles runners at a track meet successfully handing the baton to the next person in a relay.
Most of the three-part validation Effort is performed in the contacting and prospecting phases of the sales process.
Without Effort in the contacting and prospecting phases, appointment setting and closes do not occur.
321 contacts individuals and businesses to discuss the possibility of meeting with 321 business development clients. Our clients are relieved to know their names are never mentioned in the contacting phase unless contacts are qualified AND appointments are set with 321 clients. Otherwise, a 321 client’s name is never disclosed.
321’s definition of “qualified contact” is: the contact has a need or desire for a product or service AND there is high probability the contact can afford to pay for it.
321 prospects individuals and businesses to understand the motivation to meet, and, again, if 321 clients’ products or services they can contact afford to pay.
321 schedules a time for 321 client business owners or company key staff member to set an exact appointment date. This is where the baton hand-off must be successful.
The prospect feels important that their potential business is valuable to the 321 client. The 321 client acknowledges the prospect and the possibility a product or service may be purchased.
The prospect, 321 client hand-off is a live transfer over the phone where name, telephone number, email address and appointment date are confirmed by both parties.
After the hand-off, and prior to the appointment date, the 321 client is trained to ask “pull marketing” questions to build rapport and development prospect’s need to increase the probability prospect will make a buy decision.
At the appointment, the 321 client controls the interview to position the prospect to make the buy decision (closing) without much 321 client influence and persuasion. Prospects do not like to be “sold to”.
This is a short summary of 321’s three-part validation marketing system.