4 steps to resistance free selling ian brodie craig elias adam joseph ian’s logo shift logo...
TRANSCRIPT
4 Steps to
RESISTANCE FREE SELLING
Ian Brodie Craig Elias Adam Joseph
Ian’s Logo Shift Logo OneSource Logo
Sales Resistance Has Two Factors
• Prospect– I don’t want it– I can’t afford it– I can’t justify it
• You– I’m not good at it
Ian Brodie
• All the great things about Ian that is relevant to the content
Resistance Free Selling
• Say the right things
• To the right people
• At the right time
• Make yes easy
Brute Force Does Not Work
McKinsey Quarterly: The basics of business-to-business sales success, May 20101,200 purchasing decision makers in small, medium, and large companies in USA and Western Europe
What’s the worst sales meeting you’ve had?
• Graphic:– Some sort of stony faced person with
uncommunicative body language looking at you
• Voiceover:– Think about 2 different scenarios. The first is
the worst sales meeting you ever had – maybe with someone a bit like this
– Chances are they were cagey, uncommunicative, unwilling to open up, didn’t trust you, didn’t respect your expertise
Now think of your best ever sales meeting
• Graphic:– Pleasant person talking to you
• Voiceover:– Think of the person you were meeting with. Chances are they
had the majority of these characteristics…(list good things)– My experience is that although sales techniques and strategies
and all the other things you do in that meeting are important and can give you a good increase in your closing rate…
– …by far the most important thing you can do is simply to have more meetings with those sorts of people – people who need what you have, need it urgently, can afford it, trust you, and believe in your or your firm’s capabilities
– The more of those sort of meetings you have – the less resistance you’re going to have. And that’s what we’re going to show you how to do
How do you find those sorts of people?• Graphic:
– Initially a tree – changing to 2-step model
• Voiceover:– Well, unfortunately, those sorts of wonderful people who are going to
make your sales meetings such a pleasant experience don’t grow on trees. But there is a simple and obvious process for getting face to face with them…
– The first step is to find people highly likely to be ideal clients. The sort of people who are very likely to need what you have, to be able to pay for it, and to be good to work with
– The second step is to build a relationship with them. Because even if they could be ideal clients – they don’t start off trusting you and respecting you
– And you absolutely need both factors. If they’re not hungry for what you have, you’re pushing against a brick wall. And if they don’t trust you, don’t see you as their favourite – they you’re a commodity and it’s going to be tough going.
– So simple steps – easy to say – but not easy to do.
The first step is to focus• Graphic:
– Treasure map
• Voiceover:– So your first step is to find people with the potential to become high
value clients.– It’s a bit like hunting for treasure. To do it well, you need to have a map
to get you in the right place, and you need to know what your treasure looks like so when you come across it, you know you’ve got it.
– In the business world, that usually means you’ve got to focus, you’ve got to specialise.
– There are two critical dimensions to this. The first is the problem you solve for you clients – or perhaps the big opportunity you enable for them. That tells you what the treasure looks like so you know it when you find it. And maybe more importantly than telling you what it looks like, it tells your potential clients themselves, and the people who might intorduce you to them.
– The second thing is you’ve got to be digging in the right field. Your map has to take you to fertile ground where there’s plenty of treasure otherwise it’s going to be painful.
An example of Treasure Hunting• Graphic:
– ?
• Voiceover:– So let’s say you’re an HR consultant and you could help businesses
with all sorts of HR related issues. Motivation, leadership, simplifying systems. The trouble is, none of that is a very clear description of treasure. It’s not very compelling – nothing that would make a business owner sit up and think – I need that.
– But what if you were particularly good at reducing staff turnover – improving retention. For people with those problems, that’s hugely valuable – saves you a fortune and gets you better performance from your team. So with that description of your treasure it’s much easier for you and others to spot. Businesses know when they have a retention problem – they’re constantly having to hire new staff.
– So where do you go digging to find that treasure. You find a group of people you can reach who are particularly likely to have that problem. In this case, restaurants, for example, have huge problems with staff turnover – big issue for most of them. So if you target restaurant owners, the chances are you’ll hit a lot of them who see this as a big issue.
–
Craig’s Book
Endorsed by• Steven M.R. Covey• Keith Ferrazzi• Ivan Misner• Gerhard Gschwandtner
Get to highly motivated decision makers at EXACTLY the right time the sale almost happens by itself.
You’ve had timing happen before, this book will show you how to make it happen again, and again, and again.
Top SalesBooks of 2010
Status Quo
Searching For Alternatives
Window of Dissatisfaction™
Timing and Trigger Events
Searchingfor
Alternatives
StatusQuo
Windowof
Dissatisfaction™
Afford
Just
ify
Want
Prospect Resistance
© COPYRIGHT Craig Elias 2002 - 2010
Window ofDissatisfaction
™
StatusQuo
Searching forAlternatives
Can’t justify it
Can’t afford it
Don’t want it
Can’t justify it
Can’t afford it
Do want it
Can’t justify it
Can afford it
Do want it
Seller Resistance
http://sellingpower.typepad.com/gg/customer-relationships/
Repetition Is The Key!
Timing and Value
© COPYRIGHT Craig Elias 2002 - 2010
Valu
e
Valu
e
Valu
eWindow of
Dissatisfaction™
StatusQuo
Searching forAlternatives
Timing and Close Ratios
0% 60 – 90%* 16%**
**Aberdeen Research: Lead Lifecycle Management: Building a Pipeline that Never Leaks, 2009* InnerSell Survey of over 200 sales executives and sales people, 2003
© COPYRIGHT Craig Elias 2002 - 2010
Window ofDissatisfaction
™
StatusQuo
Searching forAlternatives
Searching Alternatives is TOO LATE!
“70% of a buyer’s decision is made before a seller
gets involved”Eric Berridge, Cofounder of Bluewolf at Sales 2.0 Conference – San Francisco March 2011
Timing and The Best Customers
• Loyal• Profitable• Testimonials & referrals
How to Get Good At It!
© COPYRIGHT Craig Elias 2002 - 2010
Window ofDissatisfaction
™
StatusQuo
Searching forAlternatives
Not Interested
Don`t need it right now
Looking at that in a few months
Call me back in ??? November when well be looking
Currently looking
Send me a quote
The Silver Bullet in Sales
TIMINGGetting to the right personat EXACTLY the right time!
• Less than 10% said a vendor proactively contacted them
How was your first point of contact made?
Is Everyone Doing It?
What Triggers Change
Events NOT Circumstances
Timing and Trigger Events
Searchingfor
Alternatives
StatusQuo
Windowof
Dissatisfaction™
Afford
Just
ify
Want
Want Trigger Event
Opens The Door...
Starts The Domino Effect
Focus On The Right People
• Money• Authority• Influence
Focus On The Right PeopleHave A Relationship Plan
© Craig Elias 2002 - 2011
64% 16% 16% 4%
What Events Trigger Purchases?
Won Sales Analysis™
1.What event(s) lead up to this purchase?
2.When did these events happen?
3.What made you choose us?
4.What can we do to make it easier to become our customer?
Timing and Value
© COPYRIGHT Craig Elias 2002 - 2010
Valu
e
Valu
e
Valu
eWindow of
Dissatisfaction™
StatusQuo
Searching forAlternatives
How to Learn of Trigger Events
The Right Strategy At The Right Time
Prospecting Challenges
• PROSPECTING - Best Practices for New Business AcquisitionBy Anne E.P. Smith, Customer Information Manager and Seleste Lunsford, Senior Product Manager 2005
Seven Challenges
1. Lag time
2. Lost productivity
3. Lack of relevance
4. Lack of actionability
5. Information overload
6. Lack of completeness
7. Limited ability to customize
iSell: One Source To …
• Monitor over 300,000 company web sites
• Integrate 2,600 real time news sources
• Incorporate LinkedIn updates
OneSource Sales Triggers
http://sellingpower.typepad.com/gg/customer-relationships/
Ian’s Final Words of Wisdom
• Apply all of today’s learning to your marketing not just your sales efforts1`
• ???
• The worst time to think of what to say is when it is already leaving your mouth.
Craig’s Final Words of Wisdom
•No Trigger Event
• “Not interested”
•Build a relationship
• Recent Want Trigger Event
• “Looking in a few months”
• Create new Status Quo
•Recent Afford Trigger Event
• “Send me a quote”
•Become #1 alternative
How to Get Better At ItStatusQuo
Window of Dissatisfaction™
SearchingAlternatives
iSell Trial
• Companies selected based on your specific target markets
• Contacts based on who is your key buyer – powered by millions of direct dial numbers and emails
• Timeliness prioritized by relevant sales triggers and how well they fit your sweet spot
• Key Issues highlighted through rich information about your target companies and prospects
FREE TRIAL: www.OneSource.com/iSell
First 25 Respondents Get Extended Trial of
iSell. Phone Only!866.325.8143
The hottest opportunities prioritized by what’s most valuable to you…
Q & A
Ian Brodie• +44 161 408 0984
• IanBrodie.com
• uk.Linkedin.com/in/IanBrodie
Craig Elias• +1.403.874.2998
• TriggerEventBlog.com
• LinkedIn.com/in/CraigElias
OneSource• +1.978.318.4300
• OneSource.com/iSell
• Linkedin.com/company/7540
Resources• TriggerBook.com
• PainFreeMarketing.co.uk
• OneSource.com/iSell
• WonSalesAnalysis.com
Timing and Trigger Events
Searchingfor
Alternatives
StatusQuo
Windowof
Dissatisfaction™
Afford
Just
ify
Want