Consultative Selling/Mac Hanan 35-36

36 The norms you work with come into play as soon as you choose a category of performance you want to improve in a customer operation where you believe you can bring the contribution... At that point, you compare the customer's current performance against your norms.

A matrix for warehousing your norms on a industry-specific...For each line of business or business function that you sell to, enter the major operations within it that you affect across the horizontal axis and your major applications that can improve their performance down the vertical axis. Where each application intersects each operation, the matrix show your normal range of added value. Your norms that rank as a customer industry's best practices identify the categories in which you can be the category killer--the owner of the standard value of its outcome. Killer norms are your brands, your product line of high margin earners in return for their high added value.