new sales. simplified.€¦ · mike weinberg new sales. simplified. video series structuring...

NEW SALES. SIMPLIFIED.

VIDEO COACHING SERIES WORKBOOK

MIKE WEINBERG

© Mike Weinberg

© Mike Weinberg Use of this material constitutes acceptance of our Terms of Service and Privacy Policy. You (or your company) purchased access to this content for your own use only. The copyrighted material in this workbook and video course is proprietary and may not be distributed, transmitted, cached or copied without the prior written permission of Mike Weinberg. You are welcome to view the videos on two devices.

Welcome to The New Sales. Simplified. Video Coaching Series!

I am honored and thrilled to serve as your instructor, coach, and guide through this content. My passion is helping sales teams and individual salespeople win more New Sales and that is exactly what this series is designed to help you do.

I strongly encourage you to print out and bind this workbook as I will continually be pointing you back here for exercises and additional content that supplements the video modules.

The modules follow a similar flow as the chapters in New Sales. Simplified. and the logical order I typically present this content when leading workshops, training, and coaching sessions. However, you should feel free to skip around. There are no “prerequisites” and you have access to all of the modules immediately. But I do strongly recommend that you complete Module 4 (Sharpening Your “Sales Story”) before tackling Modules 5, 6, and 7 because the content from Module 4 is foundational and important in those subsequent modules.

I have one request for you as you begin the series: Do. The. Work. For you to receive maximum value from going through this series, you need to be an active participant! There are exercises throughout the modules and this workbook. Don’t cheat yourself by skipping over assignments.

Now let’s get going. We have New Sales to win! I look forward to hearing about your future success.

To great selling and many New Sales,

Mike Weinberg

WELCOME!

© Mike Weinberg

MODULE 1 | Common Reasons Why Salespeople Don’t Develop More New Business

MODULE 2 | The New Sales Driver Framework (and the Company’s Responsibility for Sales Success)

MODULE 3 | Selecting Strategic Targets

MODULE 4 | Sharpening Your Sales Story

MODULE 5 | Telephone Prospecting: Getting In!

MODULE 6 | Structuring and Conducting Effective Consultative/Discovery Sales Calls

MODULE 7 | Powering Up Presentations and Demos

MODULE 8 | Planning and Executing the New Business Development Sales Attack

MODULE 9 | Becoming A Pro’s Pro and Perennial Top-Producer

MODULE 10 | Coming Soon – Q&A

TABLE OF CONTENTS

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© Mike Weinberg NEW SALES. SIMPLIFIED. VIDEO SERIES

SELECTING STRATEGIC TARGETSMODULE 3:

Counter-intuitively, it’s often easier, more fun, and more rewarding calling on more senior-level contacts within your customer organizations.

There is no risk and there is nothing to lose by initially targeting higher... HOWEVER,

it can be very risky and politically challenging if we try to go around existing

contacts who feel they have already established control over our relationship with

their organization.

So start targeting , and then work your way back down!

HIGHER-LEVEL CONTACTS TEND TO BE...

people

people

People more interested in addressing and solving bigger .

People who budgets, not live with budgets.

TARGETING TIP:

When targeting senior-level contacts, be prepared with laser-sharp messaging.

They do NOT want to hear about you, your company, or your product! They are

only interested in HOW your solution can help them achieve their big business

objectives, outcomes and desired results! In Module 4, we will help you craft the

type of messaging that resonates with higher-level contacts.

TARGETING HIGHER-LEVEL CONTACTS

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THREE MOST COMMON SINS WHEN SALESPEOPLE TELL THEIR STORY

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STORY TIP:

Do NOT make your product (your offering/solution/service) the focal point and lead in your story. Leading with your offering tells the customer:

• you think it’s all about your product/service• you do not care about them, their desires, needs, outcomes• you bring no value to the equation, only the product does• to take your solution’s features and your price and put them on a

spreadsheet to compare other solutions’ features and pricing• to commoditize the purchase

Your sales story is your most critical sales weapon because elements of it end up in all of your weapons (in your phone calls, emails, voicemails, sales calls, presentations, proposals, social media profiles, etc.)

A PREMIUM PRICE REQUIRES A PREMIUM .

The job of a professional seller is to justify the difference (premium) between our higher price and what others in the market charge. And a powerful, compelling, customer-issue/outcome-focused, differentiating story is the most effective tool we have to justify our premium price!

SHARPENING OUR SALES STORY

MODULE 4:

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EXERCISE:

SHARPENING YOUR

SALES STORYMODULE 4:


As instructed in the video, take time to review the following weapons and evaluate the core message themes in each. Take note whether the focus of the story/message in these various weapons is on your company and its offerings, or on the customer’s needs, issues and desired results/outcomes:

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SHARPENING YOUR

SALES STORYMODULE 4:


OR“[Customer Type] turn to [Your Company] when/to...”

“We help [Position/Customer Type]...”

BRIDGE LINE OPTIONS:

Draft a list of compelling talking points that articulate the issues you address and outcomes you achieve for your customers. Phrase your points so that they flow following one of the versions of the Bridge Line above to prevent you from describing your offerings or your company. Use the sample stories, the template, and the Primer Questions on previous pages to help you.

SALES STORY EXERCISE:CUSTOMER ISSUES ADDRESSED SECTION

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TELEPHONE PROSPECTING – GETTING IN!

MODULE 5:

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STRUCTURING EFFECTIVE/ CONSULTATIVE SALES CALLSMODULE 6:

SETTING UP THE MEETING & SHARING YOUR AGENDA

Watch how I model setting up the meeting, sharing my agenda, and getting the customer’s input and buy-in. I truly believe this is the most important phase of the sales call because it sets the tone for everything that follows, and when done well, puts you firmly in control.

Change the wording and the expressions used to fit you and your style/approach. Sketch out your outline for doing this below and practice so that this becomes natural. You will see an immediate difference in how buyers allow you to drive the meeting when you do this well.

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This is where the rubber meets the road! Everything we have covered to this point is academic if we don’t get more selling activity in our calendars. You can have the most strategic target list, the sharpest sales story, the best phone skills, awesome discovery meetings, and powerful presentations, but if you don’t commit to executing the new business development sales attack It. Will. Not. Happen.

Sales is a VERB.

No one to prospecting and new business development mode. No one.

PLANNING & EXECUTING THE NEW BUSINESS DEVELOPMENT SALES ATTACK

MODULE 8:

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PLANNING & EXECUTING THE NEW BUSINESS DEVELOPMENT SALES ATTACKMODULE 8:


BECOMING MORE SELFISHLY PRODUCTIVE

Highly effective executives and sellers are Selfishly Productive.

They…• Own their calendars

• Are masters at saying “no”

• Don’t let people put work on their desks

• What lower-value activities must be cut out of your day/week so you can be radically more productive?

• What could you offload/delegate to others to free-up more time to sell?

• What must you start saying “no” to?

• What are some of your personal “draculas” that suck your energy and time, and keep you from producing the results you desire?

TIME & ENERGY “DRACULAS”EXERCISE:

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