David Krueger, MD

NeuroMarketing Bonus Report

SALES MASTERY

NeuroMarketing Sales Mastery

Bonus Report

by David Krueger, MD

This book is part of the NeuroMarketing series by David Krueger, MD and VanBuren Publishing. It is designed to

help you increase your business through evidence-based and brain-based strategies and concepts that you

can put into practice each day.

Check out the entire series at:

http://VanBurenPublishing.com/series-neuromarketing

This book is copyright © 2019 by David Krueger, MD and Van Buren Publishing. All Rights Reserved.

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For several years my good buddy Art Wilson was the #1 sales person in IBM’s group of over 10,000 healthcare sales professionals before he moved to a senior executive position there. He then took an early retirement to start his own hugely successful consulting company working with the sales forces of multinational corporations, and co-found with me our What’s Next Exec? Retreats. You’d never guess he was in sales—he’s a big, gentle, laid back, loveable guy (kinda like me). In researching this material, I asked him if there are common misconceptions about selling. Here are the two biggest misconceptions that he passed on.

1. Selling is a Natural Gift For more than 90% of people, including the most successful sales persons, this is not true. Someone may do the right thing, for the right reason, but it has to be combined with the right style and emotion. It is an art and science, with it’s own body of knowledge.

Introduction

2. The Best Sales People Have No Call Reluctance Over 90% of the best sales people regularly have call reluctance. But they do it anyhow by getting in the optimum state of mind and sticking to their plan. Pick people you want to reach out to, and do it. You do not have to be motivated, but you have to have a plan and stick to it. Shrink the change and accomplish a designated number of contacts per day.

Shrink the change: Reduce the size of the task, so that it’s small enough to accomplish and score a victory. If a person can accomplish the smaller task (call 10 people or pay off one debt), their dread starts to dissipate, and progress begins.

From a number of conversations and interviews with outstanding sales professionals, we find that these two questions form the heart of the sales exchange:

1. If the person you are selling to agrees to buy, will his or her life improve?

2. When your interaction is over, will the world be a better place than when you began?

If the answer to either of these questions is not yes, you need to recalibrate. Focus on what matters (improving lives and the world), create your mindset, and set yourself up to win with an accomplishable plan.

8 Words or Less It’s said that marketers most often make these mistakes:

• Assuming people are rational. • Assuming people are eager for change. • Assuming that once someone knows things the way you know them, they

will choose what you choose or offer.

It’s what you think you already know that will most prevent you from learning.

Professor Harold Koh teaches law and emphasizes that in an attempt to understand the law, or in understanding just about anything, the key is to focus on the one percent. To not get lost in the details, but to think about the essence of what is really important – the 1% that gives life to the other 99%. Understanding that one percent, and especially being able to explain it to others, is the hallmark of a strong position.

The one percent is the essence of simplicity and clarity. Whether you’re selling a product or a service, or trying to convince anyone of anything, “What’s the one percent?” When you can answer that question, and convey it to others, you and they are likely to be moved.

Einstein said, If you can’t state your position simply, you don’t understand it well enough.

Seth Godin double downed Einstein and said, If you can’t state your position in eight words or less, you don’t have a position.

The purpose of the one percent – or the purpose of a pitch – is not necessarily to move someone else to adopt your idea. The purpose is to offer something so compelling that it begins a conversation. The measure of success after your statement is when the other person says, Tell me more. The other person begins being a participant, to eventually arrive at an outcome that appeals to both of you.

The Value Proposition: 3 Types To articulate your one percent, consider these common types of value propositions.

The One Word Pitch What is the one characteristic that you most want associated with your name, your business, and your brand? A one-word equity? When anyone thinks of you, they associate that word; when anyone says that word, they think of you. For me recently, it was to make up a word: NeuroMentor. It amalgamated psychology, neuroscience, and Mentor Coaching. I liked it so much I trademarked it, and initiated the first of a new series of online offerings.

Other examples (each, to date, are alittle more famous than NeuroMentor):

What technology company do you think of when you hear the word search? What credit card company comes to mind when you hear the word priceless? Google and MasterCard.

In his 2012 re-election campaign, President Obama built his entire strategy around one word: Forward.

The Question Pitch In 1980, Ronald Reagan was running for President of the United States in a very grim economy. Reagan simply asked a question, Are you better off now than you were 4 years ago?

The question was designed to make people come up with their own reasons for agreeing or not. When people come up with their own answers for agreeing or believing something, they endorse the belief more strongly and become more likely to act on it. Because it becomes their story.

The Twitter Pitch. Brief, Simple, Specific: A micromessage of 140 or fewer characters.

The mark of an effective tweet, like that of an effective pitch, is that it engages recipients and encourages them to take the conversation further. Further may be responding, sharing a tweet, clicking a link, signing on for a seminar.

What tweets do you think have the highest rating?

Readers assign the highest rating to tweets that ask questions of followers. This confirms the power of questions to engage and to persuade.

Your Purpose & Plan

Your Purpose Three key questions will help you prepare your value proposition (your pitch) whichever of the varieties you choose. You will clarify your purpose by making sure that you can answer these questions.

1. What do you want them to know? 2. What do you want them to feel? 3. What do you want them to do?

Your Plan Then, before you connect with a prospect, write down the following four things:

1. What would we talk about that would be the highest value objective of a client for that interaction?

2. What are 2-3 good questions to ask the prospect? 3. If this call (or discussion, or email) is successful, what is the next best

action for that person and for me to take? 4. If we have time, what are some additional possible topics for the

discussion.

Listen. No, Really…Listen! Asking the right questions has more power than giving people the right answers. Appreciative inquiry can get much better results than seeking out and solving problems.

For most people, the opposite of talking isn’t listening. It’s waiting. When others speak, we usually divide our attention between what they’re saying now and what we’re going to say next. The result is a mediocre halfway position on both.

Some professionals don’t even bother to wait. A typical study found that physicians interrupt the majority of patients in the first 18 seconds that they began to speak during an appointment. This often prevents the patients from describing what brought them to the office in the first place.

Here is an example of listening differently.

Suppose you’re raising money for a charity and ask someone to contribute $200.

If she says, “Sorry, I can’t give $200.” Consider that an offer. Perhaps she can donate a smaller amount.

Or she might say, “No, I can’t give right now.” Consider that an offer as well.

Focus on the words “right now,” and ask when might be a better time.

Or even consider the entire sentence as an offer, perhaps to contribute to your charity in some other way, such as being a volunteer.

This way to hear responses as offers, which come in all shapes and sizes, is to reframe the way you listen and then change the way you respond.

When both parties view an encounter as an opportunity to learn, the desire to sell or to win fades to the background. It’s a different mindset of collaboration and engagement.

When we move from selling to serving, we engage the recipient as a collaborator, and become empathetically attuned to their needs and to our effectiveness in benefiting that person.

This non-salesly selling is the ability to influence, persuade, and change behavior while crafting a link between what others want and what you can provide them. We elicit from people what their specific goals are, and frame what we can do to help them achieve those goals.

Three Phases of Sales Mastery

1. Engage. 2. Enroll. 3. Create Conviction.

Each component is based on knowing who your client is—the specific person you’re about to engage in conversation.

1. Engage: Connect and Create Interest Important to your story is your hero. Who is the hero of your story? Heroes come in all varieties: teller, listener, customer, product, location, and tribe. The hero needs to fit the goal. The hero is the character in the story who gives the audience a point of view. All the passion in the world won’t do any good unless we have someplace to put it. That’s where the hero comes in.

The hero serves as a guide and surrogate, the character that the reader or listener identifies with. If the audience experiences the story through the hero, and the story leads the hero to embrace a call to action, then your audience will automatically hear your call to action as well.

The hero enables your audience to feel the change your story promises. In every story there is element that can make the difference. That’s the hero, character, product, or brand the reader or viewer identifies with. Focus on the experience you deliver.

Book 1 included how business and marketing stories, like novels and films, consist of three parts: the challenge, the struggle, and the resolution. The hero faces the challenge and fights through the struggle to the resolution. The hero may sometimes seem surprisingly hard to pinpoint, but unless you do, you have no story.

When people donate to a charitable cause, it is not to save the lives of tens of thousands of children, but the best story is how you can save one child. You can be the hero. For example, donation increases when moving from the abstract to the specific. “A famine in Ethiopia” was significantly enhanced (25%) when substituting a picture of Roika, a seven-year-old who faces a threat of severe hunger or even starvation.

How do you make your prospect the hero for your professional engagement? Ask:

• What do you want to achieve? • Where would you ideally like to be in one year? • What constitutes an amazing achievement for you?

Then, you can know how to help them get there. You need to know the single most important thing you could offer them. Remember: it’s not about you, it’s about them. To find that single most important thing, there are six keys.

6 Keys to Preparation

1. Know your prospect’s challenges and needs. 2. Know your own product and its advantages and benefits. 3. Know your competition; but never depreciate a competitor. 4. Know the potential objections to have answers ready. 5. Expect the best; a state of positive anticipation.

6. Create demand; ideally, for the prospect to convince himself or herself.

Anchor yourself for success. Peak performance comes from being in a peak state. The hallmark of a true professional is the ability to manage a state of mind.

4 Keys to Making Effective Contact

• Set specific goals. • Be creative, playful, and fun. If you’re not having fun, you’re not doing it

right. • Have a plan for what you’re going to say. • Do it in abundance to qualified contacts.

You’re more likely to stop yourself from making contact if you’re not in a peak state, or believe that you are an interruption.

To engage the prospect, connection and rapport are the foundation of all persuasion.

Prospects will choose you because they trust you, like you, and especially because they have confidence in you. This confidence is the belief that you can help them get what they want or need. Importantly, they will choose you because they believe you have their best interest at heart.

Caring people buy from caring people, and will even help you close. As long as you have the prospect’s best interest at heart. People want to feel cared for. We all want to be appreciated.

People love people who change their state. That’s why entertainers are paid so much more than educators; pro athletes more than service people. We want to be around people who change our state for the better.

The law of reciprocation: Whatever you put out, it will come back many fold (positive or negative).

3 Psychological Tactics for Earning Instant Credibility

1. Argue against your own product or service. Indicate who the product or service is not for. It indicates you’re not trying to sell to everyone, but a more specific benefit for certain people.

2. People believe precise numbers. Which is more believable:

• 60% of American households recycle regularly. • 60.37% of American households recycle regularly.

78% of participants said the more specific number was more believable, because it inferred accuracy.

3. When you make a claim, provide proof to back it up. Different forms of proof if no scientific studies exist:

• Statistics. • Personal stories. • Testimonials. • Research. • Professional or media-given accolades.

2. Enroll: Discover Their Needs and Challenges What are their needs/interests/challenges? Their real problems that we can help them solve? Highlight the problems and resonate with the pain; this is what the prospect may minimize or deny.

Here are four Qualifying Questions To Have In Mind (not necessarily to ask out loud):

1. What does the prospect really need? 2. What does the prospect really want? 3. What are their primary challenges? 4. Do they have the authority to make the decision?

To enroll, ask questions. This creates a focus—a canvas—on which to paint a picture. Ask questions and they will get a real experience inside themselves and give real answers. Questions are the greatest asset. Questions empower you and the prospects by putting them in a state that makes things more congruent.

Engage all five senses to give a full experience. Some of the highest paid people in this country are people who induce state changes. What sells is what puts someone in a better state.

What would be the best benefit to you of doing this? When your question prompts someone to imagine, it becomes real for them. If you told them, instead of asked them, they wouldn’t believe. Remember facts and information are not in the decision-making area of the brain.

The total sensory and emotional experience with the salesperson (that’s you) matters. Get creative. Brainstorm. There is always a way to make it real and effective.

Ask questions. Create an experience. Point, tell, show.

You want a _______________ that will ______________. Is that correct? You want an investment that will bring you security and income. Is that correct?

Ask a question that will put people’s minds back on their challenge. Focus on the experience that they are buying.

Show to emphasize if all of this came true. If you had a seminar for your people, what would be the most important thing they get out of it? If you have three results, what would those be? If you don’t get those, what would it cost you?

An example from one of my training program offerings: If your organization had an Internal Mentoring Program, how would your people benefit? Especially if the Mentors were trained in the mind and brain sciences of change, including Conversational, Social, and Emotional Intelligences?

Ask how much more effectiveness/success would you have if you did this?

Don’t tell them, get them to tell you.

3. Compel: Create Conviction Conviction starts with you first – then your client. But they have to buy or attend an event for their reasons, not yours.

People don’t buy facts or features, they buy benefits for themselves. Selling is the transfer of emotion. For people to buy they must feel certain they will get what they want.

The number one way is to give them the experience and conviction that they will get what they want from your product or service.

The number two way is to match to their number one value. For example, if it is freedom, show them how it will enhance their freedom.

Find the dominant emotion for buying, even though the prospect will want to believe it’s for logical reasons. Copywriters tell us that there are 5 great motivators for marketing:

1. Fear. Car and life insurance people use this. 2. Exclusivity. To be special, chosen. An exclusive offer; a private invitation. 3. Greed. Although it has a negative connotation, the true meaning is a

rapacious desire for more; to succeed massively. 4. Guilt. Nonprofits sometimes use this one. 5. Need for approval. Product advertisements for cars and watches.

Summary The questions you ask people determine what they focus on.

At any time we are only focusing on a small band of data – what is available to us. Our brains are like a camera, in that we only see what we focus on. Do one feature at a time. Not the whole load.

Our imagination is ten times more powerful than our will.

Fear is the number one reason that stops action. Learn how to utilize imagination. Guide visualization to make it real for people and paint it vividly: Ask questions; when you ask a question it changes what someone focus on. Whenever someone is focused on negative reasons—the fear—ask a question to refocus on the gain.

Make it real and assume the sale.

• When people don’t buy, it’s because they’ve linked buying with more pain than not buying.

• When people do buy, they link buying with more pleasure than not buying.

Remember: People buy for emotional reasons and justify with logic.

About the Author

David Krueger, M.D. is an Executive Mentor Coach, and CEO of MentorPath®, an executive coaching, training, publishing, and wellness firm. His work integrates psychology and neuroscience with strategic coaching to help executives and professionals write the next chapter of their life or business stories.

Author of 24 trade and professional books on success, wellness, money, and self-development, and 75 scientific papers, his last two books released in 2019:

• Engaging the Ineffable: Toward Mindfulness and Meaning (Paragon House)

• Your New Money Story: The Beliefs, Behaviors, and Brain Science to Rewire for Wealth (Rowman & Littlefield, New York/London)

• The Secret Language of Money (McGraw Hill) is a Business Bestseller translated into 10 languages.

Founder and Director of his own Licensed, Specialty-Certified New Life Story® Wellness Coaching, and New Money Story® Mentor Training, he has trained professionals worldwide, and develops internal mentor programs for corporations.

David believes that Stories are how we understand, how we remember. And how we learn...that our experiences are always consistent with our assumptions. He teaches that each moment we actively construct what we think, feel, and experience. As a Mentor Coach for you, David Krueger is a valuable source of knowledge and experience to help you succeed.

More information at www.MentorPath.com

Ask Yourself These Questions… Do you have significant expertise and credentials but not enough clients?

Do you have difficulty converting people who need your services into paying clients?

Do you need a system that consistently brings in more clients to your professional practice?

Do you know the neuroscience behind successful selling? And closing?

Do you know the #1 reason people buy products or services?

David Krueger will guide you to immensely increase your business success in elegantly professional ways (non-salesy selling) that will enhance your executive presence.

Get the entire NeuroMarketing series:

http://vanburenpublishing.com/series-neuromarketing

NeuroMarketing Dr. David Krueger Presents…