data.com connect presents: andy paul - how to win the sale before you win the order
TRANSCRIPT
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Winning The Sale Before You Win The Order
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People make emotional decisions for logical reasons
vs Emotional Logical
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How you sell
Wins The Sale
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All vendors look alike to your customers.
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How do you
differentiate and rise above the competition?
© 2014 | PAGE 6
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“We don’t make money when we sell things; we make money when we help customers make purchase decisions.” —JEFF BEZOS, CEO, Amazon, Inc.
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Customers don’t buy you.
They buy what you do for them.
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Influence emotions and win the sale
Master the elements of your selling under your direct control
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Your job: Convert your intangible sales strengths into emotional capital
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Perfect the processes that help buyers make decisions:
Faster to “Yes”
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Turn time into Value
How you sell wins the sale #1
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Customers exchange their time
for value
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Herbert Simon
Nobel Prize Winner in Economics
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“…a wealth of information creates a poverty of attention…”
The Economics of Attention
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Maximize prospects’ ROI on time invested with you
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Optimize first perceptions
How you sell wins the sale #2
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“What you do speaks so loudly I cannot hear what you say.” —RALPH WALDO EMERSON
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There is no unimportant sales touch
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Positive perceptions bring about positive results Customers make judgments about your long-term value based on initial interactions
First perceptions are powerful
The Law of Attraction
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Perceptions influence
Know, Like, Trust
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It’s about them, not you
How you sell wins the sale #3
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Mindful Focus
Be Present
Eliminate distractions
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Mindful Listening
Listen without judgment
Eliminate your bias filters
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Mindful Inquiry
Extend your curiosity
Ask the AWE question
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Build rapport with a story
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Tell a personal story
! Tell who you are: not what you do
! Humanize yourself
! Reveal a vulnerability
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Maximize value
How you sell wins the sale #4
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What is
in selling?
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Information that moves the prospect at least
one step forward in their buying process
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Value = Useful Effective Sales Stories
Responsive Answers
Perceptive Discovery Questions
Business Insights
Contextual Information
Case Studies
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Value = Quantifiable
Tangible value to prospect
Compressed buying cycle: early to market
Reduced cost of buying your solution
Paradigm Shift to higher value solution
Quantify true value of your solution
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Execute a Value Plan for every sales touch to deliver the maximum value.
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STOP Every sales touch must have a value plan. If it doesn’t, just don’t do it.
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Accelerate your responsiveness
How you sell wins the sale #5
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RESPONSIVENESS =
Value + Speed
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Responsiveness: No longer an
option
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The first seller with the answers
wins
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Responsive follow-up may be differentiator
Slow follow-up
Responsive follow-up
Creates lasting perceptions about customer experience
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Paint the Vision
How you sell wins the sale #6
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Compelling mental image of their
Ultimate Solution
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Put the prospect in the picture
GYM
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Take them on a mental test drive
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Probability of winning the order if you are the seller that shapes the prospect’s “buying vision.”
RESEARCH SHOWS
65%
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Treat each sales touch with equal importance
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ACCELERATE YOUR
RESPONSIVENESS
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Execute your Value Plan for every sales touch
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! It’s How: Not What
! Turn time into value
! Optimize first perceptions
! Maximize Value
! Paint the vision
Summary
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Website: Andypaul.com TWITTER: @ZeroTimeSelling CONTACT: [email protected] (619) 980-4002
AUTHOR SPEAKER
SALES EXPERT
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! Top Rated Sales Podcast
! 6 new episodes per week
! Interviews with world-class experts
! Accelerate your sales
Accelerate!
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Questions?