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Engaging DialogueHow to build sales by asking better questions and really listening to customers
Let’s be frank about Frank
So where were we?
Boston 2008
San Francisco2009
• Learn to love your inner sales person
• Low hanging fruit is not a great business strategy
• Your sales function is as good or bad as we make it
• Use stories to engage your customers
• Data explains Stories inspire
• Invest time in discovering your sales story
How do I know which stories to share with which customers ?
The purpose of dialogue is to reach a mature understanding of what the client values most..
My Key Message Today
Quality of
Dialogue
Quality ofCustomer
Acquisition
Dialogue Builds Rapport
• When there is little or no difference in the perceived value offered between the two or more products you will buy from the person you like the most.
• The most interesting people you will ever meet will be the people who are most interested in you
• People like to be sold to in their own language not yours
Dialogue builds faith in your product
•The customer’s faith in your product as a solution to their problem is directly proportional to how well they believe that you understand their problem
Customers have a unique perspective
Dialogue opens up new possibilities
What type of marketplace are you operating in?
Competition
Est
ablis
hed
Nee
d
High Burn/Hi Risk
Differentiate
Evangelists
The Dream
Competition
Est
ablis
hed
Nee
d
High Burn/Hi Risk
Differentiate
Evangelists
Living Dream
Competition
Est
ablis
hed
Nee
d
High Burn/Hi Risk
Differentiate
Evangelists
The Dream
Competition
Est
ablis
hed
Nee
d
High Burn/Hi Risk
Differentiate
Evangelists
The Dream
Competition
Est
ablis
hed
Nee
d
High Burn/Hi Risk
Differentiate
Evangelists
The Dream
Why we need to talk about performance
47Seconds
How well do we really know our customers?
What do we need to know about
Hard DataContact/Product/ Company/Business Sector/Location/Product downloads
Soft Data (DNA)
Drivers AspirationsNeeds
How well do we really know our customers?
Drivers
Needs
Aspirations
NeedsFunction
Timescale
Scalability
Integration
Result
Affordable
Ease
Security
Ego
GAIN
Belonging
Drivers
Ease
Security
Ego
GAIN
Belonging
Answering the need behind the need
Security
EgoGAIN
Belonging Ease
Aspirations
Project
Team
Personal
More than asking questions........
Some really important guidelines for creating a better dialogue with clients
#1 JFDI
Molly Says
Rule # 2 Selfless Questioning
#3 Have a Questioning Strategy
Experience & Enquiry
Business and Project
Utility
Options
Values
Resource
Listen!
# 4 Ask simple, direct, open, questions and.....
Hard wire the Dialogue Habit into your culture
Revenue
GrowthFeedback
Loyalty and CHI
How to make selfless enquiry stick
Build DNA into your CRM and hold all customer facing staff responsible for the quality of their dialogue
How to make selfless enquiry stick
When the time comes to hire a sales team don’t hire Frank. Hire the person who asks the most interesting questions.
The Founders Advantage
Molly Says
Customer Dialogue
paul@oceanlearning.co.uk
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