reinventing sales

19
The surprising truth about how to sell more by eliminating all forms of buyer resistance IRRESIS T IBLE Harry Mills CEO

Upload: harry-mills

Post on 24-Jul-2015

281 views

Category:

Technology


0 download

TRANSCRIPT

The surprising truth about

how to sell more by eliminating

all forms of buyer resistance

IRRESIST IBLE

Harry Mills

CEO

1. Google-driven technologies have made the way we sell

for over 100 years unprofitable and unsustainable

2

For over 100 years salespeople have been taught a form of

direct persuasion called Tell-and-Sell. It no longer works

Tell AND Sell

(information) (persuasion)

Direct Persuasion

3 Copyright © The Aha! Advantage 2014

To counter falling productivity, CEOs are investing more than

ever in their salesforces but results aren’t improving

of sales meetings result in a sale 9.1%

ONLY

1 out Of 250

JUST

salespeople exceed their targets

Source: Lynette Ryals, Iain Davies, HBR, Dec 2010

Sales Productivity: 800 UK Sales Professionals

of profit per sale is needed just to cover the cost of failed sales meetings

4

5.27

2010 2011

1O.4

No. of sources customers access prior to purchasing

Consumers now access more than ten Google-driven sources

of information prior to purchasing

Source: Jim Lecinski, Winning the Zero Moment of Truth – ZMOT, Google, 2012 5

Source: CEB Survey of 1,400 B2B customers, 2011

Less and less B2B customers are consulting salespeople

before they define their needs.

6

Pre Google

Decision making process

Best sales reps got in early and helped customers shape their decision criteria.

Post Google

Decision making process

Complete 57%

Companies now define solutions for themselves Customer’s First Contact with Salesperson

Information from marketers

Branding

Advertising

Product/service information

Information from other sources

Influential friends and colleagues

Reviews from end users, consumers

Third party reports

Expert advisers

Brand marketers are becoming less and less influential

7 Copyright © The Aha! Advantage 2014

The Influence Continuum

When customers don’t need help with the tell, they don’t

want to hear the sell

Don’t Need

the Tell

Don’t Want

the Sell SO

8 Copyright © The Aha! Advantage 2014

2. Science tells us there is a much more effective way to

influence than direct persuasion. It’s called self-persuasion

9 9

Understanding the role of resistance is the key to

successful influence 10

When you use direct persuasion (tell-and-sell) you try to

overcome resistance by strengthening your proposal or

overcoming objections

Proposal Resistance

Proposal

Resistance

11 Copyright © The Aha! Advantage 2014

DIRECT PERSUASION STALEMATE

When you use self-persuasion you reduce or eliminate resistance

Proposal

Resistance

SELF-PERSUASION

12 Copyright © The Aha! Advantage 2014

Proposal Resistance

STALEMATE

Elliot Aronson is listed among the 100 most eminent psychologists of the 20th century.

40 years of scientific research tells us ...

“Self-persuasion is almost always a more powerful form of persuasion than being directly persuaded by another person” Elliot Aronson

13 Copyright © The Aha! Advantage 2014

The research also tells us ...

“Self-persuasion is more powerful no matter how clever, convincing, expert or trustworthy that other person might be…” Elliot Aronson

14 Copyright © The Aha! Advantage 2014

Michael Pantalon is a psychologist at the Yale University School of Medicine. Michael developed a self-persuasion tool kit to help busy emergency room doctors who wanted to convince drunks who came to emergency room to seek help. The doctors only had 7 minutes to convince the inebriated patients. His success rate: a 50% drop in drinking. Pantalon’s instant influence program is now standard practice in emergency rooms across the U.S.A

Self-Persuasion works where Tell-and-Sell fails miserably

15 Copyright © The Aha! Advantage 2014

When sellers use self-persuasion buyers say yes quicker, buy

more and commit for longer

Direct Persuasion Convince clients why they need to buy

Self-Persuasion Help clients convince themselves

Choice You’re telling me what to do The choice is mine - I'm free to choose

Trust I’m sceptical about other peoples motives

I trust my own reasons for changing

Motivation I actively resist or defer decisions I am motivated to say yes quicker and commit for longer

Yes

16 Copyright © The Aha! Advantage 2014

Tell-and-Sell Aha! Adviser

17 Copyright © The Aha! Advantage 2014

The Aha! Advantage training gives sellers all the tools and

processes they need to master the art of self-persuasion

18 18 Copyright © The Aha! Advantage 2014

To read more about the power of self-persuasion download the

first chapter of Harry’s new book The Aha! Advantage: The

Revolutionary New Science of Sales Success

www.ahaadvantage.com

19

Contact

Harry Mills

CEO, The Aha! Advantage

Phone: +64 4 499 6770

Mobile: +64 21 452 256

Email: [email protected]

www.ahaadvantage.com