How To: Break down the transaction

How To: Break down the transaction

I. Realities - Break down all factors critical to a successful outcome. Rate them objectively, strength or weakness as they relate to a successful transaction.

Need - Does their need truly justify your solution?

Buyers - Identify all buyers, influencers and users, as well as determining the ‘win’ for every buyer. Rate each influencer as a strength or weakness to a successful transaction.

II. Obstacles - Identify all potential road blocks to a successful outcome. Adjust frequently throughout the course of the transaction.

Timing/logistics

Money/budget

Competitive/alternative solutions - Who’s your competition?

RLP analysis - Estimate Realistic Loss Potential (RLP) if client makes NO decision. (Good indicator of true urgency)

Human factors - Matrix all personalities involved, noting any change in vibe.

Vibe - Trust your instincts. If something ‘feels’ wrong, explore it. If something in the air ‘feels different’ throughout the course of the transaction, confront it. It’s always better in business to know, than to not know.

Change - Any event that occurs which affects the outcome of the transaction.

III. SWOT 1.0

List all Strengths

Organize Weaknesses according to your analysis of realities, obstacles and ‘weakness’ rated buyers, influencers and users.

Opportunities - Address opportunities to optimize each strength and to fortify each weakness.

Threats - Address tactics to influence ‘weakness’ buyers/influencers (new information creates new decisions). Challenge ‘weakness’ buyers’ reasons for saying ‘no’ using the Customer Relationship Management (CRM) close. "I’m simply trying to understand exactly why our solution doesn’t work for you. If it’s truly a flaw, our company needs to address it, regardless of your decision." Restate the objection/concern and get agreement that you understand exactly why he’s saying ‘no’.

Now that you’ve broken down the transaction, it’s time to deepen every relationship involved.


1. Introduction, Empathy Selling
2. Adjustments
3. Break down the transaction
4. Focus Power, Daniel-san!
5. Sell an Asteroid to Captain Kirk
6. Can’t build a bridge? Build a pipeline--Can’t tear down a wall? Build a ramp.
7. Employ Empathy Marketing for Biz Dev
8. Empathy Selling, Mastery is Transparency
9. Empathy Selling, Stir of Echoes
10. Empathy Selling – Why Empathy Works
11. Empathy Selling: How Do The Other Guy’s Shoes Fit?