COURSE 5

Argumentation
2023-2024
Argumentation

Why do we have to build an argumentation ?

• To Influence
• To Demonstrate the value of the sales proposal
• To Persuade rather than to convince, to lead the
debate without dominating the counterpart
Argumentation

Sales Argument :
• Benefits for the customer
• Based on a product features/characteristics
• That fulfils a customer’s need or motivation

Needs Characteristics

And Advantages
Expectations
Benefits
Argumentation Checklist

❏ Understand Customer Needs

❏ Highlight Product/Service Benefits
❏ Differentiation and Unique Selling Points (USPs)
❏ Provide Evidence and Proof
❏ Demonstrate Return on Investment (ROI)
❏ Build Credibility and Trust
❏ Focus on Customer Value
❏ Call to Action
Argumentation Example

Seller: Adecco, recruiting service

Buyer: Hiring manager at a company seeking to

streamline their hiring processes

What are the potential needs of a hiring manager?

Understand Customer Needs

● What are the customer's needs and pain points?

● Tailor argument to address these specific needs

Understanding Customer Needs:

"I recognize the challenges your HR team faces in sourcing qualified candidates, managing
the recruitment process efficiently, and ensuring a positive candidate experience. Our
recruiting service is tailored to address these pain points and help you build a talented and
diverse workforce."
Highlight Product/Service Benefits

● What are the benefits of my product/service?

● How do these benefits directly address the

customer's needs?

Highlighting Service Benefits:

"Our service offers a comprehensive range of recruitment solutions, including candidate
sourcing, screening, and interviewing. By outsourcing these tasks to our team of experts, you
can save time and resources while accessing a larger pool of qualified candidates."
Differentiation and Unique Selling Points (USPs)

● What sets our product/service apart from

competitors?

● What are the unique selling points that provide added

value to the customer?

Differentiation and Unique Selling Points:

"What sets our recruiting service apart is our personalized approach and commitment to
quality. We take the time to understand your company culture, values, and hiring needs to
ensure that we find the best-fit candidates for your team. Plus, our extensive network and
industry expertise enable us to identify top talent that may not be actively seeking
opportunities."
Provide Evidence and Proof

● Is there any evidence that can support my

product/service claims such as case studies,
testimonials, data, awards won, etc…?

Providing Evidence and Proof:

"Here are some success stories and testimonials from companies similar to yours who have
partnered with us for their recruitment needs. They've experienced significant improvements
in time-to-hire, candidate quality, and overall hiring efficiency, leading to enhanced business
performance and growth."
Demonstrate Return on Investment (ROI)

● How can I potentially quantify the benefits of our

product/service in terms of ROI for the customer?

● How can I show the investment in our offering will

deliver tangible results or savings?

Demonstrating Return on Investment (ROI):

"By partnering with our recruiting service, you're not just filling open positions – you're
investing in the future success of your company. Our solution will help you attract and retain
top talent, reduce turnover costs, and ultimately drive business results by building a
high-performing team that drives innovation and growth."
Build Credibility and Trust

● Am I establishing myself as a trusted advisor by

demonstrating expertise and understanding?

● Have I provided relevant references or case studies

to build credibility?

Building Credibility and Trust:

"Our company has a proven track record of delivering exceptional recruitment solutions to
companies across various industries. We've earned the trust of our clients by consistently
delivering outstanding results, personalized service, and a commitment to excellence."
Focus on Customer Value

● How can I emphasize the value that our

product/service brings to the customer?

● How can I show that our offering meets the

customer's needs better than alternative solutions?

Focusing on Customer Value:

"In summary, our recruiting service isn't just about filling vacancies – it's about helping your
company build a strong and talented team that drives success. By partnering with us, you'll
gain a competitive edge in the market, attract top talent, and position your company for
long-term growth and prosperity."
Call to Action

● Clearly communicate the next steps for the customer

to take?
○ Follow up meeting
○ Product demonstration
○ Free 30-day trial

Call to Action:
"So, Mr. Martinez, I invite you to schedule a consultation with our team to discuss how our
recruiting service can help you achieve your hiring objectives and overcome your recruitment
challenges. Let's work together to build a stronger, more resilient workforce for your
company's future."
Argumentation HOMEWORK

Develop 3-4 benefits of your product/service

i. How does the product help the buyer
increase productivity, cut costs, improve
accuracy, etc.? Come up with at least three
benefits.
For example:
○ Shorten the time it takes to place a new hire
○ Reduce internal time spent searching, screening, and
interviewing applicants
○ Build top-caliber teams leading to the best business results
Argumentation HOMEWORK

Link those benefits to advantages of using your

product.
i. For each benefit, there is usually a related
pain point that is resolved, minimized, or
avoided.

For example:
● It takes too long to place a new hire
● It is difficult to find time for interviewing process
because of everyday responsibilities
● They lack top-caliber employees
Argumentation HOMEWORK
***Create this chart including benefit, pain point and questions
Example: Recruiting Service (Product)/Hiring Managers (Customer)
Customer Benefits of your product Questions to get the customer
Pain Points/Problems to admit their problems

It takes too long to place a new Shorten the time it takes to place How do you feel about the
hire a new hire amount of time it currently takes
you to fill open positions?

Do you feel like you have the

internal resources and processes
necessary to fill positions quickly
and with the right quality talent?

It is difficult to find time for Reduce internal time spent How important is it for you to
interviewing process because of searching, screening, and decrease the amount of time you
everyday responsibilities interviewing applicants spend interviewing?

How do delays with filling

positions impact business
operations and the bottom line?

They lack top-caliber employees Build top-caliber teams leading to How happy are you with the
the best business results quality of candidates you are
being presented with?

Do you feel like you can choose

from top caliber talent?
INITIAL CONTACT (don’t forget common ground)

DISCOVERY (QUESTIONS FROM PAIN POINTS/PROBLEMS)

Can I ask you a few questions?

How do you feel about the amount of time it currently takes you to fill open positions?
How happy are you with the quality of candidates you are being presented with? Do you feel like you can
choose from top caliber talent?
How important is it for you to decrease the amount of time you spend interviewing?
How do delays with filling positions impact business operations and the bottom line?
Do you feel like you have the internal resources and processes necessary to fill positions quickly and with
the right quality talent?

Oh, OK. Well, as we talk with other hiring managers, we have noticed they often say:

PAIN POINTS/PROBLEMS
It takes too long to place a new hire
It is difficult to find time for interviewing process because of everyday responsibilities
They lack top-caliber employees

Are any of those areas you are concerned about?

ARGUMENT (USE CHECKLIST)
THIS IS WHERE YOU INCLUDE THE BENEFITS OF YOUR PRODUCT

CLOSE

"Thank you once again for considering our recruiting service, Mr. Martinez. I'm confident that partnering with
us will help you streamline your hiring processes, attract top talent, and achieve your business objectives. To
move forward, I recommend scheduling a follow-up meeting with our team to discuss your specific needs in
more detail and explore how we can customize our services to meet your requirements. We're committed to
being your trusted partner in recruitment, and I look forward to the opportunity to work together towards
building a stronger, more successful team for your company's future. How does next Tuesday at 10am sound
for our next discussion? Thank you again for your time and consideration."
HOMEWORK - due March 29 posted to
Boostcamp as a WORD document (1 PER
GROUP)
Chart format:
1. Develop 3 benefits of your product/service (3 POINTS)
2. Link those benefits to pain points/problems you solve (3 POINTS)
3. Write a list of questions that touch on those paint points/problems
(6 POINTS - choose different types of questions)

Script format:
4. Create a script that covers Initial Contact (1 POINT), Discovery
(from #3), Argument (using checklist) (6 POINTS),
Close/Conclusion (1 POINT)

(TOTAL = 20 POINTS)