The 3 Whys

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 board will ask before approving the project and budget!

1. Why do anything?

Why should the client act? Is there a consequence if they don’t act?

The pain points, use cases and metrics around the negative consequences and positive business impact must be agreed on and confirmed by the client.

Don’t assume anything. Work together with your Champion on this.

It should answer the question of the Economic Buyer (EB): “Do we really need this? What if we don’t act?”

2. Why us?

What differentiators can you, your solution or your company add that make your offering unique?

Check all decision criteria, whether they are technical, business or corporate, and lay them out here.

Also, your Champion and other supporters should agree on these differentiators as unique points, especially if your competition undercuts you on price.

This will answer the question: “Why should we take this vendor over Vendor X, who might be cheaper?”

3. Why now?

The close date of a deal depends 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 a deadline for why this project should not be delayed.