The difficulty of tactical maneuvering consists in turning the devious into the direct, and misfortune into gain.”
– Sun Tzu

Every time I think or pecans, or even hear the work I can’t help but to envision my favorite holiday season and can almost taste the sweetness of a pecan pie.

The PCAN Model when properly used will undoubtedly produce a similar sensation of satisfaction when an idea is properly framed and used to help a client through the buying process and ultimately solving their challenges.

A few years back while undergoing through a sells certification process we were given a book assignment.  Our task was to read “The art of Woo” by G. Richard Shell and Mario Moussa.  Their book is a logical response to The Art of War by Sun Tzu; but with a business application to engage those who mostly depend on logic and forward thinking.  Chapter 7 has stood firmly in my psychic throughout the years as the authors rolled out their model.

The acronym stands for Problem, Cause, Answer and Net Benefits. And when wooing an engaged audience it serves as a template for making the business case of your ideas distributed into four parts:

1.    A short concise statement that describes the problem your idea solves

      2.    An explanation of the root cause of the problem

      3.    Your solution

      4.    A summary of why your answer is the best

     Try this template as you build your value proposition and let me know if it works for you.

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