how to get instant credibility with the best prospects

Get INSTANT

CREDIBILITY With the

Best Prospects Tim Dunne

Sales Author Craig Elias

Trigger Event Selling Donato Diorio

CEO, RingLead

#InstantCred

@CraigElias @Dunne_Tim

@iDonato

Questions via Twitter

Q & A

CraigElias

Photograph by EwanNicholson.ca

Status Quo

• Loyal • Profitable • Testimonials & WOM

Testimonials Matter

http://Bit.ly/C-Level-Validation #InstantCred

Afford Funnel Movers

Justify Funnel Shakers

Want Funnel Fillers

StatusQuo

Window of Dissatisfaction™ Searching for Alternatives

Craig Elias 2002

© COPYRIGHT Craig Elias 2002 - 2014

#InstantCred

Interest Trigger

Decision Trigger

20,000 CONSUMERS5 INDUSTRIES3 CONTINENTS

http://bit.ly/McKinseyOnTriggers * The Afford Trigger is not part of McKinsey’s original research

Afford Trigger*

McKinsey 2009

* Trigger Events are not part of Google’s original research

Trigger Event*

Google 2011

#InstantCred

“It applies in both a

consumer AND

a business-to-business context”

Beth Comstock CMO & SVP

#InstantCred

“80%

of B2B purchases are unplanned and

unbudgeted”

bit.ly/BreakingOutOfTheFunnel

Demand Gen 2013

#InstantCred

Status Quo

The ABC’s of Trigger Events

Want •  Awareness

–  Legal, Risk Avoidance, Economics

•  Bad Experience –  People, Product, Provider

•  Change –  People, Places, Priorities


#InstantCred

Spending $1Million+ on new initiatives did so within their

first 90 days

80%

bit.ly/90DaySalesWindow

Four Opportunities / Job Change

1.  Where did they go?

2.  Who did they replace?

3.  Who replaced them?

4.  Where did their replacement come from?


#InstantCred

6 9

12 15

18 21

24 27

30 33

36 39

42 45

48 51

54 57

60 63

66 69

72 75

Leads Per Month (Based on 100 initial contacts)


#InstantCred

6 15 27 42 60 81

105 132

162 195

231 270

312 357

405 456

510

567 627

690

756

825

897

972

Total Number of Leads (Based on 100 initial contacts)


#InstantCred

Most Select A New Provider

79%

agree there is a problem... but are not committed to doing anything about it.

Jolles.com #InstantCred

Credibility Curve™

Ris

k

Time

Sale

No Sale!


#InstantCred

“The two most important requirements for major success are:

1.  Being in the right place at the right time,

2.  Doing something about it.”` Ray Kroc, Founding CEO

#InstantCred

Tim Dunne

C R E D I B I L I T Y

Tim Dunne

#InstantCred

#InstantCred

BE USEFUL

#InstantCred

Map of the Meeting

END

BE USEFUL

MIDDLE

BEGINNING

CREDIBILITY

WAIT

#InstantCred

When you don’t have credibility, clients say things like.

“It’s all good now.” “That issue has faded in the last three months.”

They answer questions with questions. “Can you tell me more about you? Why should we work with you?”

No credibility- No traction! #InstantCred

How Much Credibility?

Enough credibility until your client will answer the questions you ask.

#InstantCred

Paths to Credibility

1.  Shared Community 2.  Professional Process and Protocol 3.  Expertise, Experience, Knowledge

#InstantCred

Shared Community

1.  Personal Connection- The Michigan lakes.

2.  Referral (in this case from me)

3.  Business connection- the two companies were already familiar with each other.

#InstantCred

Detour: the meeting before the meeting

#InstantCred

#InstantCred

Small Talk Small Talk

? #InstantCred

Meeting before the Meeting •  Meeting starts the moment you walk in the

building. •  Be deliberate. Have a list of logistical

questions to ask the receptionist. (How many people work here?)

•  Pay attention. Ask questions about what you see that you are authentically curious about.

•  Disclose – It let’s them connect to you. Disclosure invites disclosure.

#InstantCred

Formal or Informal

#InstantCred

Novice or Veteran

#InstantCred

Variables to assess which credibility builder to use

Credibility Method Formal / Informal Novice / Veteran

Shared Community Informal Veteran

#InstantCred

Paths to Credibility

1.  Shared Community 2.   Professional Process and Protocol 3.  Expertise, Experience, Knowledge

#InstantCred

Why a presentation?

“So I can interrupt it.”

Questions ??

#InstantCred

Professional Process, Protocol

1.  Process Control of the Meeting - A presentation 2.  Scripting – Saying the things you say often clearly,

briefly, cogently

#InstantCred




Professional process, protocol Formal Novice and Veteran

#InstantCred

Experience, Expertise, Knowledge

1. Cogent Industry Commentary 2. Reputation 3. Assume It

#InstantCred




Professional process, protocol Formal Novice and Veteran

Experience, Exper>se, Knowledge Both Veteran (data is available to the Novice )

#InstantCred

CREDIBILITY

How do you get it? As soon as you have it, do you start to dig?

#InstantCred

Fact:

...my story of chasing it

Credibility drives success

#InstantCred

Credibility & call response

First >me outreach response is plumme>ng #InstantCred

AIack plan: apply the 3 M’s

Measure Metrics Methodology

#InstantCred

Measuring credibility

Sale No Sale ? ? ?

#InstantCred

Measure 1: Gather data (I saved 400 voicemails)

#InstantCred

Measure 2: Human observa>on

Captures aIen>on (Shock and Awe)

Mul>ple touches

Message quality

Credible outreach

Random success

Without mul>ple touches you do not mo>vate people to act by building your brand and messaging

Brand failure

Without message quality, you don’t get a second chance. You’re doing a disservice to your brand

Your message can be tremendous... but if it never captures their aIen>on, it is “lost in the ocean” of outreaches

Lost in the

ocean

Metrics for credibility

#InstantCred

# 1 2 3 4 affect 1 2 3 4

Contact venues

Peer influencers # 1 2 3 4

affect 1 16 24 ?

Industry knowledge percen>le 20 40 60 80 100 affect 2 4 6 8 10

Prospect knowledge percen>le 20 40 60 80 100 affect 2 4 6 8 10

-OR-

Outreach metrics

•  Conven>onal wisdom for peer influencers is a myth. Leveraging a second point of contact into an organiza>on does not double your success.

•  It triples your success •  Each addi>onal point of contact mul>plies your chances

by 3. Having and leveraging 3 points of contact in an organiza>on yields a 9X success factor

Outreach myths vs. metrics

#InstantCred

Phone call +1 Addi>onal contact venues, each +1 Prospect knowledge or industry knowledge 0-‐10 S>cky 0-‐5 Leave contact informa>on 2x 0-‐2 Peer influencers, leveraged (minimum 2) x8 Clear 0-‐8 Concise (within >me limit) 0-‐8 Conversa>onal 0-‐4 Credible 0-‐4 Cadence 0-‐4 Consistent 0-‐4 Customized 0-‐4 Compelling 0-‐4 Passion 0-‐15 Fillers: er, um, ahh, your know -‐5 per Weakeners:“I’m just”“I wanted” -‐5 per

40 15

Max100

Develop a peer scoring system

24 17

4 Score

Minimum competency

Average outreach

Standard scripts SOI scripts

Voicemail measure

#InstantCred

Develop a methodology

#InstantCred

A tale of 3 voicemails

Straw: A Voicemail Disaster

Hi, Mr. Diorio, this is Sarah Smith from the Sales Training Center and I’m just calling you to let you know about our new sales training product that, um may be of interest to you. If you could get back to me at 414-‐555-‐1212, I’d like to set an appointment with you to discuss this great new product in detail. Thank you and I look forward to speaking with you” Score: 10

I’m just calling may be of interest

I’d like to If

you could get back to me um

S>ck: An Acceptable Voicemail

Score: 50

Mr. Diorio, thanks for aIending our webinar. We’ve increased sales at companies like Donnely Technology by 25% using our new sales training program. This is Sarah Smith and if you are interested to see if we can do the same for you, let’s connect and I’ll explain how we did it at Donnely. I’m with The Sales Training Center and can be contacted at 414-‐555-‐1212. Thank you.

and if you are interested

thanks

Mr. Diorio, thank you for aIending our webinar. Sales grew 25% at Donnely Technology using our proven sales training program. In the next few minutes, I’ll be reaching out to network with Gregg Thaler and John Kostorus. This is Sarah Smith and I can do the same for your team. When we connect I’ll explain how we did it at Donnely. I’m with The Sales Training Center and can be contacted at 414-‐555-‐1212. Thank you.

Brick: A Solid Voicemail

Score: 83

network with Gregg Thaler and John Kosturos I’ll be reaching out to

ringlead.com/capture #InstantCred

Q & A

TriggerBook.com +1.403.874.2998

[email protected]

Bit.ly/DontClose +34.695.597.316

[email protected]

Bit.ly/InfluenceSpheres +1.262.754.8080 x211

[email protected]

#InstantCred