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SALES PLAYBOOK THE I N S T I T U T E WE TRANSFORM SALES TEAMS INTO TOP PERFORMERS SELLING SKILLS Selling Skills Institu te

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Page 1: Sales Training - Sales Coaching

SALES PLAYBOOK

THE

I N S T I T U T E

WE TRANSFORM SALES TEAMS INTO TOP PERFORMERS

S E L L I N G S K I L L S

Selling Skills Institute

Page 2: Sales Training - Sales Coaching

WHO WE AREThe Selling Skills INSTITUTE is a Massachusetts company that specializes in sales education and personal development for business owners, executives, entrepreneurs, as well as inside and outside sales professionals. For over 17 years, we’ve been delivering high-quality education programs that arm clients with new thinking habits, cutting-edge selling and interpersonal skills, business acumen, and a customized sales playbook that outlines the best in-class sales practices for sustaining a competitive edge.

OFF THE TRADITIONAL PATHThe Selling Skills INSTITUTE is unique. Our proprietary SHIFT THINKING™ TEACHING MODEL delivers value well beyond the transfer of skills, techniques, tactics, and knowledge. Other training companies teach salespeople what to think and what they should do. At the Selling Skills INSTITUTE, we teach clients how to think differently, at the level necessary to transform behavior and drive peak performance.

BENEFITS WE OFFERHere is what you can expect when you engage the Selling Skills INSTITUTE. A more confident and effective sales team which delivers an increase in predictable sales and at higher profit margins.

WHAT WE DOThe Selling Skills INSTITUTE utilizes a proven and highly effective proprietary and trademarked teaching model that helps clients discover self-defeating thoughts that hold them back. We then customize a program to retool thoughts that inhibit them from performing behaviors that are needed to reach their goals.

We help clients to

Selling Skills INSTITUTE

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Blast through self-imposed limitations Connect with key decision makers Build trust during each customer

interaction Set more qualified appointments Improve sales predictability

Build robust sales pipelines with over-flowing sales opportunities

Configure value-based solutions that meet the needs of the buyer

Close more profitable sales in less time Generate revenue and boost profits

Page 3: Sales Training - Sales Coaching

We consult with management to define specific

objectives. Then we diagnose and

assess sales team’s strengths and weaknesses.

Diagnose

Agree on competency

requirements: Product knowledge,

selling, interpersonal and

business skills needed to succeed.

Competency

Standardize key performance indicators to

drive consistent performance.

KPI’s

Map key steps in the selling process

to drive consistency,

efficiency, and effectiveness.

Mapping

OUR APPROACHAt the Selling Skills INSTITUTE, before we onboard a new client, we assess your organization’s needs, goals, and vision for the future. We help clients to clarify the specific business results they want to achieve and the real changes that must take place in order to achieve them. Then we develop a customized learning program that is aligned with corporate objectives and DRIVES PHENOMENAL BUSINESS RESULTS.

ONSITE AND VIRTUAL LEARNING COURSESThe Selling Skills INSTITUTE offers a full suite of onsite and virtual (webinars) sales education and developmental learning programs with over 100 prospecting and sales topics to choose from. Additionally, we provide personal coaching via telephone to reinforce all of our developmental offerings.

We work with clients to customize the content and length of each training course to meet their specific budget requirements and business objectives. We offer ½ day, full day, and ongoing reinforcement programs, as well as workshop facilitation, and keynote speaking.

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ONBOARDING NEW CLIENTS

NEW CLIENT ONBOARDING STEPS

Page 4: Sales Training - Sales Coaching

SHIFT THINKING™

“Think differently … and get a

different result.”

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“WE CANNOT SOLVE OUR PROBLEMS WITH THE SAME THINKING WE USED

WHEN WE CREATED THEM.”ALBERT EINSTEIN

Page 5: Sales Training - Sales Coaching

SHIFT THINKING™ MODEL

Mindset

Skills Behavior

Process

PROPRIETARY TEACHING MODELAt the Selling Skills INSTITUTE, we use a proprietary teaching model called Shift Thinking™. Through a combination of research, surveys, best practices, and practical experience, Charlie Anderson created this BREAKTHROUGH TEACHING MODEL that pulls together all of the critical determinants of sales success into a results driven change acceleration process.

BASED ON THE BOOK SHIFT THINKING™The Selling Skills INSTITUTE’S Shift Thinking™ teaching model is based on success principles from Charlie’s bestselling book Shift Thinking. In his book, he details specific steps to tap into the mind and affect changes in thinking so that behavior and SALES RESULTS are POSITIVELY IMPACTED.

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SHIFT THINKING™ TEACHING MODEL

Page 6: Sales Training - Sales Coaching

MINDSET

Thinking

Feelings

Behavior

Sales Performanc

e

Thinking is one of the most powerful forces on the planet

Thoughts control our life, mold our character, and determine our level of success

There is no other place in the universe, other than in your mind, where you are the absolute master

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KEY DIFFERENTIATORAlmost all reputable sales training companies train salespeople on best practices, selling skills, tactics, and techniques – some even offer enablement tools to help sales professionals get the job done. However, unlike the Selling Skills INSTITUTE, none utilize a proven teaching model that provides a step-by-step process to help salespeople breakthrough self-defeating thinking and behavior patterns. Our proprietary Shift Thinking™ teaching model helps to transform average salespeople into TOP PERFORMING SALES PROFESSIONALS and top performers into RAINMAKERS.

THE SELLING SKILLS INSTITUTE IS DIFFERENTOur Shift Thinking™ Teaching Model is designed to teach clients how to program their minds to think and behave differently, so that they’re able to escape from the iron-grip of their self-made prisons and smash through barriers to greater achievement.

The SHIFT THINKING™ TEACHING MODEL is based on the scientifically proven fact that thinking affects feelings, which in turn, affects behavior, and ultimately sales performance. By helping clients unlearn what they’ve learned in the past that keeps them stuck, and retool their current thinking, they’re able to tap into their true potential and achieve new possibilities.

Page 7: Sales Training - Sales Coaching

RETOOL THINKING

There is a story about a Harvard Professor who was visited by a college student who went on and on about all he knew about psychology. The professor began pouring water in the student’s glass, but when the glass filled up, he kept pouring. The student exclaimed, “Stop! The glass will not hold anymore.” The professor replied, “That’s right! HOW CAN I TEACH YOU ANYTHING IF YOU DO NOT FIRST EMPTY YOUR GLASS?”

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“The problem is never how to get new thoughts into your mind, but how to GET OLD ONES OUT. Every mind is a building filled with archaic furniture. Clean out a corner of your mind and allow new thoughts to fill it.”

Dee Hock. Founder of VISA

At the Selling Skills INSTITUTE, we recognize that prior knowledge and life experiences are the two most important factors in learning.In order for new learning to take place, there must first be a RETOOLING phase. The Retooling Process involves two key steps:

1. Unlearning 2. Creating an opening for new information

Unlearning is exactly what it says. Intending to let go of what we have already learned or acquired. The focus is on emptying and creating an opening for new information. The Selling Skills INSTITUTE is the only sales training and developmental company that uses a proprietary RETOOLING PROCESS to help our clients to achieve goals that they never thought were possible.

Page 8: Sales Training - Sales Coaching

RETOOL THINKING

1.Think About What You’re Thinking

2. Identify Positive

Thoughts

3. Identify Problematic

Thoughts

4. Modify With Positive

Affirmations

5. Practice New

Behavior

TAKE YOUR SALES RESULTS TO THE NEXT LEVELResearch has proven beyond a shadow of a doubt that success is a byproduct of behavior and that all behavior starts out as a thought. At the Selling Skills INSTITUTE, our step-by-step Retooling Thinking Process helps clients modify their thinking so that they can alter their behavior and achieve their peak potential.

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HOW IT WORKSAt the Selling Skills INSTITUTE, we believe that if you continue to have the same thoughts, you will continue to get the same results. If you’re looking to IMPROVE YOUR SALES RESULTS, you have to become mindful of your patterns of thinking, unlearn self-defeating thinking that’s holding you back, and program new thoughts into your mind to breakthrough barriers and achieve new possibilities.

RETOOL THINKING – THE PROCESS

Page 9: Sales Training - Sales Coaching

BUYER’S JOURNEY

NEEDS AWARENESS

EVALUATE ALTERNATIVES

EVALUATE RISK Buying Decision

Buyer becomes aware of potential problem or need

Awareness may occur through marketing and /or sales activity

Buyer investigates possible options to solve problem or meet perceived needs

Buyer may do their own research or hire an outside consultant.

Buyer concludes that the need will be met (problem will be solved) and is comfortable imitating change.

Buyer concludes there is justification to change buying behavior and make a financial commitment

SALES PROCESS

PLAN CREATE QUALIFY DIAGNOSE DEVELOP PROVE CLOSE

Determine who to sell to―your ideal client and the best methods to approach them.

An opportunity has to be created through a combination of marketing and sales activity.

When interest is expressed, both buyer and seller decide if the opportunity merits additional investment in time and resources.

Buyer and seller collaborate and determine buying motive, change motive, and money tolerance.

Buyer and seller arrive at a definition of a solution to solve a problem or meet the need.

The proposed solution must demonstrate that it meets the criteria for solving the problem through various forms of proof.

A mutually agreeable financial commitment is secured and time-lines are agreed upon to implement the solution.

SALES MODELRapport, Credibility & Trust

Ground Rules

Decision Maker(Who)

Approval Process(How)

Buying Motive(Why)

Change Motive(Urgency)

Money Tolerance

Proof Step

Close / Next Step

SHIFT THINKING SALES FRAMEWORK

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TEACHING TOPICSMindset How champions think

Core competencies Selling, business and interpersonal skills

Behavior and metrics Daily activities, KPI’s, and tracking

Process Designed selling approach

Page 10: Sales Training - Sales Coaching

BUYER-ALIGNED SALES MODELThe Selling Skills INSTITUTE provides clients with a consistent, effective, and systematic buyer-aligned, conversational selling model that helps them quickly establish rapport and credibility, qualify and disqualify opportunities, uncover real buying motives, reveal buyer’s change motives, determine money tolerance, and close profitable sales in less time.

Rapport, Credibility and Trust1

Ground Rules2

Decision-Maker3

Approval Process4

Buying Motive5

Change Motive6

Money Tolerance7

Proof Step8

Close / Next Step9

Discipline brings

consistency

Consistency brings

predictability

Predictability is something

you can measure

“If you can’t describe what you are doing as a process, you probably don’t know what you are doing.”

W. Edward Deming Management consultant.

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SALES MODEL

Our sales model is a robust strategy that helps define conversational structure, sequence, and messaging without imposing a fixed route.

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1. RAPPORT, CREDIBILITY, AND TRUST Build rapport, credibility, and trust by demonstrating keen interest in the prospective client’s world. Build rapport by being interested rather than being interesting.

2. GROUND RULES Craft agreements that balance the needs of the prospective client and the salesperson’s organization.

3. DECISION MAKER Identify stakeholders, buyer influencers, change mobilizers, “bridge builders”, and key decision makers, as well as their personality styles (Expressive, driver, relater, analytical).

4. APPROVAL PROCESSSpecific criteria potential clients consider and timelines for saying “yes” or “no”. Mapping the buyer’s purchasing journey.

5. BUYING MOTIVEA thorough understanding of the issues plaguing potential clients as well as the emotional content associated with the issues.

6. CHANGE MOTIVEA framework for influencing buyer’s thinking, perceptions, decisions, and actions in support of changing from the status quo.

7. MONEY TOLERANCEAssess purchasing power – determine whether potential clients are able and willing to pay for your value-based solution. People will find a way to pay for things that are important to them, and important is a purely a subjective thing.

8. PROOF STEPConfigure value-based solutions that meet the unique needs of the buyer. Clearly explain the links between solutions, benefits, and buyer’s needs. Offer unique ideas and insights that prospects have not yet considered.

9. CLOSE / NEXT STEPAsk for the sale. Then agree on what happens next and when it will happen.

BUYER-ALIGNED SALES MODEL

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Page 12: Sales Training - Sales Coaching

Sales Steps

Objectives Driving Dialogue

1. Rapport, Credibility and Trust

OBJECTIVESBuild rapport, credibility and trust during each prospect and client interaction. Commonality

Listen to understand by expressing interest and asking pivotal questions

Emotional intelligence Share industry knowledge and insight Be aware of body language and voice

tone Planning and research Have in-depth knowledge of the

prospect’s competition, marketplace, organization, and industry.

FIRST IN-PERSON MEETING How long have you been with the

company? What originally led you to work for

this company? What would you say is different

about your company today from when you started?

Transition Step The transition from small talk to

business talk. Purpose Statement The purpose of today’s meeting is

to determine whether we can help you achieve your sales goals. Does that make sense?

2. Ground Rules

Constantly check-in with prospects and clients to assure that expectations are in alignment.

OBJECTIVESCraft agreements that balance the needs of the prospective client and the sales-person’s organization. Expectations Alignment between your expectations as well as the prospect’s expectations. Tools

Mini commitments Agree on clear next steps

LEAD-IN STATEMENT Before I get too deep into what we do, does it make sense for us to talk about each other’s expectations? Salesperson

Can you help me understand what you’re looking to accomplish during today’s meeting?

3. Decision Maker

Who makes the decision?

OBJECTIVESIdentify all key players who participate in or influence the buying decision. Economic buyer Stakeholders Ratifer Change mobilizer Personality styles. Driver, analytical, amiable, and

expressive. Push Backs

Be prepared to handle push backs from decision makers.

QUESTIONS In addition to you, who else gets

involved? Who will make the final decision? Who is able to veto the final

decision? Is there a break-off point where your

decision-making authority ends? If a committee makes the decision,

what are the various roles of each person?

Who do you confer with about this type of sale?

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CUSTOMIZED SALES PLAYBOOKExample of what a customized sales playbook looks like

Page 13: Sales Training - Sales Coaching

4. Approval Process

How buying decisions get made and the criteria that’s used to make the decision.

OBJECTIVESDetermine the steps and criteria that govern buying decisions.

1. The buyer’s journey 2. What decisions get made in each

step?3. Who is involved in each step?4. Key priorities of decision makers in

each step5. When will they decide?

QUESTIONS Can you walk me through your decision

making process? What evaluation criteria was use to hire

your incumbent? In addition to price, what else will be

evaluated? What is your timeline for making a

decision? Will one department /person have veto

power over another? What internal factors may derail a sale or

prevent the process from moving forward?

How will the buyer choose between alternatives?

5. Buying Motive

OBJECTIVES1. Uncover the prospect’s reason to

buy―a problem or a potential missed opportunity.

2. Find out why the problem or opportunity is important.

3. Uncover the emotional driver behind the buying motive.

4. Summarize what you heard5. Get confirmation Don’t solve problems in this step. Withhold offering a solution until

you have explored the problem to be solved and/or the results to be

achieved. Emotional Driver Understand what the purchase will

mean for the prospect personally.

QUESTIONSProblem Questions What do you see as the biggest hurdle in

achieving your goals?Opportunity Questions How does your ideal vision compare with

your current situation?Ask Why Mr. Prospect can you explain why you

feel that’s problematic? Let prospects verbalize their emotional feelings

Ideas and InsightOffer unique ideas and insight that prospects may not have considered before.

Emotional Driver Question“When this is successfully implemented, how will this effect you personally at your company?”

Stories Share stories to illustrate important

points.

Sales Steps Objectives Driving Dialogue

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CUSTOMIZED SALES PLAYBOOKExample of what a customized sales playbook looks like

Page 14: Sales Training - Sales Coaching

6. Change Motive

OBJECTIVESReason to changeIn order to close a sale, not only does a prospect need a motive to buy, he/she also needs a reason to change from the status quo. Business Issues and Implications

Your primary objective in this step is to determine how serious the problem is.

- Personally - Organizationally Stay alert for change signals

CONSEQUENCES Prospects change to avoid negative consequences and to achieve desired goals.Implication QuestionsImplication questions are used to probe for impact and consequences. Severity of Business Problem “Mr./Mrs. Prospect is this a problem

or an opportunity that you feel strong enough about to make a change? (Move your business from your incumbent to me?)

 7. Money Tolerance

OBJECTIVESIt’s imperative that you understand all financial parameters related to the sale before offering a solution. Is the prospect able and willing to

allocate sufficient financial resources to fix their problem and or achieve their goal?

FINANCIAL PARAMETERS Does the prospect have the financial

resources to purchase your product and or services?

Have you validated that your contact has the authority to commit funds?

What’s the tangible evidence that funding has been committed?

8. Proof Step

OBJECTIVESConfigure a solution that meets the unique needs of the prospective client.

Expectations & Commitments What expectations and commitments

need to be agreed on before you present a solution?

Objections What objections are you likely to hear? And are you prepared to address them?

PRIOR TO PRESENTINGMini-commitment question“I feel certain that we have a solution that addresses your concerns. Assuming you’re in agreement, after today’s presentation ,are you prepared to move forward?” This question will reveal obstacles in the way of a sale. Cost-benefit analysis Articulate a business case that

demonstrates a benefit to the prospective client.

Can you answer these questions? Does the prospect like the

proposed solution? How does it compare to other

solutions? Were you able to demonstrate a

ROI?

Sales Steps

Objectives Driving Dialogue

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CUSTOMIZED SALES PLAYBOOKExample of what a customized sales playbook looks like

Page 15: Sales Training - Sales Coaching

9. Close Step And next steps

OBJECTIVESGAIN PROSPECT’S COMMITMENTAfter summarizing your solution, wrap-up the sale by securing the prospect’s commitment to buy.

ASK FOR THE SALEIf all eight prerequisites for closing the sale have been fully satisfied then you have a green light to ask for the sale. Closing Questions Mr. Prospect are you prepared to

make a yes or no decision? Mr. Prospect are you comfortable

with what we discussed and are you prepared to start working with me?

Clarification QuestionsEncourage prospects to think about what they are asking or thinking about.

Why are you saying that…? What exactly does this

mean…? How does this relate to

what we have been talking about?

What is the nature of...? What do we already know

about this? Can you give me an

example? Are you saying ... or...? Can you rephrase that,

please?

Probe AssumptionsProbing assumptions encourage prospects to think about the beliefs on which they are basing their argument.

What else could we assume? You seem to be assuming...? How did you choose those

assumptions? Please explain why / how...? How can you verify or

disprove that assumption? What would happen if...? Do you agree or disagree

with...?

Probe Rationale, Reasons and EvidenceWhen prospects give a rationale for their arguments, dig into that reasoning rather than assuming it is factual.

Why is that happening? How do you know this? Show me...? Can you give me an example of that? What do you think causes...? What is the nature of this? Are these reasons good enough? Would it stand up in court? How might it be refuted? How can I be sure of what you are

saying? Why is ... happening? Why? (keep asking it)

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Sales Step Objective Driving Dialogue

CUSTOMIZED SALES PLAYBOOKExample of what a customized sales playbook looks like

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BUYER-ALIGNED MESSAGINGAt the Selling Skills INSTITUTE, we’re serious about BUYER ALIGNED MESSAGING.For the past decade, we have been teaching clients that one of the best ways to increase their strategic impact and differentiate themselves in the marketplace is to make a transition from product-focused messaging that reflects selling product features and benefits to BUYER-ALIGNED MESSAGING that reflects the buyer’s perspective.

A recent best practices study showed that organizations that focus on communicating their understanding of the buyer’s challenges along with providing solutions that help buyers solve those challenges experience: 25% higher quota attainment 20% higher win rates Five times less discounting Three times the competitive win rate

At the Selling Skills Institute, we provide clients with enablement tools they need to communicate the purpose, value and differentiation of their company’s products, people, solutions, and services.

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The Selling Skills INSTITUTE’S BUYER’S ALIGNED VALUE-BASED SELLING MODEL is designed to help clients

1. Identify key client problems and opportunities that their solutions solve.

2. Break-down client problems into key underlying causes.

3. Align client problems with company solutions.

“You have a problem, we understand that problem as well as the underlying causes. Here's how our capabilities solve those causes, here’s how we solve them better than our competitors, and here’s the value we deliver to your business.”

Buyer-Aligned Messaging

Page 17: Sales Training - Sales Coaching

PROSPECTING PROGRAMSOur Shift Thinking™ Prospecting Programs offer practical insight and proven strategies to help clients connect with key decision makers, double the number of qualified appointments they set, build a robust sales pipeline, and close profitable sales in less time.

AFTER COMPLETING THIS COURSE, PARTICIPANTS WILL KNOW HOW TO Reprogram negative thoughts and beliefs

about prospecting Improve daily productivity Effectively conduct pre-call planning and

key research Target ideal clients Develop a value proposition that aligns

with their buyer’s journey Leverage social media and reach more

decision makers

Our SHIFT THINKING™ PROSPECTING PROGRAMS are tailored to address the specific needs of our clients. Programs include multiple sales tools including: Handouts, workbooks, PowerPoint slides, case discussions, homework assignments, and action plans. Programs involve multiple small group collaborative role-play exercises that provide participants with an opportunity to practice what they have learned.

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Connect with screeners and gatekeepers Gain access to top-level decision-makers Stop cold calling and set more qualified appointments Capture decision makers attention within the first 25 second of a call Quickly qualify and disqualify sales opportunities Use voicemail as a tool to connect with decision makers Manage your pipeline and move stalled prospects forward Follow-up and advance prospects through the sales pipeline Effectively network and ask for referrals and introductions

Page 18: Sales Training - Sales Coaching

OPPORTUNITY CALLING

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It’s been described as the MOST POWERFUL and EFFECTIVE teleprospecting (prospecting via phone) and appointment-setting program on the planet. It’s called OPPORTUNITY CALLING.

This revolutionary telephone prospecting method will help your sales team Overcome telephone prospecting avoidance Connect with key decision makers Double the number of qualified appointments they set Build a robust pipeline of sales opportunities Close on the logical next step Make telephone prospecting calls without the fear of rejection and failure

The OPPORTUNITY CALLING TELEPROSPECTING METHOD is the brainchild of Charlie Anderson, president of the Selling Skills INSTITUTE and the author of four books including his number one bestseller, The Secret to Winning Big which he co-authored with the legendary speaker, trainer, and author Brian Tracy.

Charlie not only wrote the book, but he practices what he teaches.

Bernie Cronin, author, trainer, and speaker from West Palm Beach Florida, describes Charlie this way in his new book, If Your Can’t Act, You Can’t Sell. “As shy as he may have been outside of work, he is equally as fearless when it comes to making telephone prospecting calls. Charlie knows how to play that role better than anyone else.”

“Sales reps that follow the Opportunity Calling Method achieve a WIN ON EVERY TELEPHONE PROSPECTING DIAL.” Charlie Anderson

O P P O RT U N I T Y C A L L I N G

Contact Charlie Anderson to discuss how the OPPORTUNITY CALLING METHOD can be custom-tailored to address your sales teams appointment-setting challenges. Email me at: [email protected] or call me on my direct line 339-927-2746.

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SHIFT THINKING™ COACHING SALES COACHING Coaching can help you skyrocket your sales results. Sales reps are taking on bigger territories, facing higher quotas, and making more customer contacts than ever. But according to a recent study, fewer than 55% of sales representatives make quota.

The Selling Skills INSTITUTE'S SHIFT THINKING™ SALES COACHING is relatively easy to introduce, control, and monitor, and it generates immediate and measurable results. INDIVIDUAL OR TEAM COACHING sessions are highly focused sessions ranging from 40 minutes to one hour, delivered either over the phone or in a face-to-face setting.

S A L E S C O A C H I N G C A N H E L P Y O U

Clarify sales objectives into manageable and realistic goals Refine existing strategies and/or create new strategies Create a call strategy before calling or meeting with prospects Develop and master new sales and interpersonal skills Create a rock-solid value proposition to differentiate you from your

competition Eliminate unrealistic barriers that may be preventing success Prioritize activities into revenue-generating behavior Effectively use closing skills to gain commitments Remove roadblocks to success – like call avoidance Position yourself as a trusted business advisor Build the confidence to pursue larger accounts and win more often Eliminate procrastination Improve productivity by quickly qualifying and disqualifying opportunities Leverage the power of influence to skyrocket sales results

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Contact Charlie Anderson to discuss how HIGH PERFORMANCE SALES COACHING can be custom-tailored to address your sales teams objectives and challenges. Email me at: [email protected] or call me on my direct line 339-927-2746.

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CHARLIE ANDERSON CHARLIE’S BIO

Charlie Anderson is president of the Selling Skills INSTITUTE, a Massachusetts company that specializes in the education, training, and personal development for business owners, executives, entrepreneurs, as well as inside and outside sales professionals. During the past 17 years, Charlie has trained and coached thousands of sales professionals in the insurance and financial industries, commercial printing, digital media, TV broadcast, banking, marketing, and advertising fields.

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Charlie is the creator of the proprietary and trademarked Shift Thinking™ Teaching Model−a step-by-step process which leads to profound transformation in thinking, behavior, and sales results.He is the author of four books including his number one bestseller, The Secret to Winning Big, which he co-authored with the legendary personal development trainer, author, and speaker Brian Tracy.

In 2012, Charlie Anderson was recognized by The National Academy of Bestselling Authors, an organization that honors authors from many of the leading independent bestsellers lists.

Charlie’s mission is to help clients achieve their personal and business goals faster and easier than they ever thought possible.

C H A R L I E I S T H E A U T H O R O F

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VALUE PROPOSITION

The Selling Skills INSTITUTE is a Massachusetts company that specializes in sales education training and personal development for business owners, executives, entrepreneurs, as well as inside and outside sales professionals.

For almost two decades, the Selling Skills INSTITUTE'S proprietary Shift Thinking™ teaching model has helped transform sales reps and sales teams at hundreds of companies into top performing sales professionals.

Our teaching method has helped sales teams double the number of qualified appointment they set, create robust sales pipelines, improve close ratios by up to 25 percent, and significantly boost revenue and profits.

S e l l i n g S k i l l s I N S T I T U T E ’ S Va l u e P r o p o s i t i o n

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S E L L I N G S K I L L S I N S T I T U T E

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ASSESS TRAINING OBJECTIVES

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1. Define key training objectives for your sales team.

Key strength areas

Areas that need most improvement

2. Each objective should reflect a specific, measurable, attainable, relevant, and timely goal.

3. How many hours per month are you willing to commit to sales training / coaching?

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Shift Thinking™Sales Education Development Guide

Mindset Topics

A different way of thinking about prospecting and sellingWin the inner game of selling: Thoughts, feelings, and behavior

How to breakthrough barriers and become your best selfHow to effectively deal with fear and rejection

Identity and role separation

Shift Thinking principles for success

How to modify negative thinking

Differences between static and growth thinkersClear purpose and strong why

How to reprogram self-limiting thinking

Abundance vs. scarcity thinking

Goal Setting

Begin with the end in mind

From goal setting to execution

SMART Goal setting

High-pay sales activity

Sales plan developmentCalendar management

Pre Call Planning Strategies

Prospect research, social media, and intelligence gathering

Design a compelling value proposition

Profile of ideal clients

Qualifying vs. disqualifying mindset

Document internal sales process

Identify features vs. benefits

Personal brand development

Schedule your day – block time

Effective communication skills

Lead Generation / Pipeline Growth

Strategies to get in front of prospects

Outbound marketing campaigns

Network to expand your business

Asking for referrals and introductions

Telephone Appointment-setting

Opportunity Calling – A bold alternative to cold callingWorking with gatekeepers & screeners

Block time slots for calling

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Telephone Appointment-setting

Five stages of an appointment call

Compelling messages and talking pointsA well designed call objective

Gain access to decision makers

Appointment-setting call template

Understand and identify trigger points

Handling objections and push backs

Warm up calls – emails & lettersUse voicemail to stand out from the competitionHow to handle unreturned voice mail messagesQuestions that stimulate conversations

Agree on next steps on every call

Breakthrough call reluctance

Face-to-face Selling Model

How to establish rapport and credibility – The first meetingSetting the right expectations (agenda)

Identify decision makers, mobilizers & Influencers - Decision X-rayApproval criteria (How buying decisions get made

Buying motives (Pain and pleasure)

Face-to-face Selling Model

Change motive (Why buyer’s change from status quo?)

Money tolerance – access purchasing power

Proof step – Solutions that meet buyer’s needs and wantsClose / next step - Ask for the sale. Then agree on what happens next

Enablement Tools

Diagnostic interviewing skills (Getting to the real problem)Emotional and rational buying motives

Mini commitments lead to sales

The iceberg questioning technique

Strategic conversations that accelerate successPresentation skills that close sales

Persuasiveness – How to spur people to take action How to handle the early price question

Clarify fuzzy words and phases

Avoid premature presentation syndromeHow to redirect conversations headed in the wrong directionForget Pain … it’s all about the SHIFT

Problem finder vs. problem solver

Shift Thinking™Sales Education Development Guide

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Shift Thinking™Sales Education Development Guide

Enablement Tools

Negotiation skills

Buyer’s journey defined

5-step behavior change process

How to Influence prospects to think differently and to take action

Key account selling

Attention management vs. time managementDistinction between value and price

The differences between interested and interestingPersonality styles come into play

Buyer’s remorse

The sales professional’s playbook

Business acumen for sales professionalsSelling at the executive level

Structuring effective face-to-face sales meetingsWalk away mindset– Knowing when to walk awayQuestions – Exploring beyond the obviousEarn the status of Trusted Advisor

Buyer persona – Insights about buying behaviorBeing a first class “noticer” – Pay attention to what’s happening

Enablement Tools

How to shorten sales cycles

Focus on high-gain opportunities

It’s time to get beyond the pain

How qualified is qualified?

Crafting your introductory phone remarksDiagnosis trumps presentation

Cutting through the smoke and mirrors

Structure for a compelling proposal

Financial conversations – Cost, return, investment

Set the agenda for the sales call while soliciting buyer’s intentions

Sound consultative-selling techniques

The difference between leading the buyer into discovering your product’s benefits instead of “pitching” them on benefits

Pipeline Management

How to properly manage a sales pipelineBe professionally persistent

Follow-up calls are critical

Advance stalled prospects forward

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SALES EDUCATION CALENDAR

Event Training Curriculum

½ Day Program9:00am – 12 Noon

Two or three topics with role play

Full Day Program9:00am – 4:30pm

Four or five topics with role play and team exercises

On-going Training Curriculum

Full day, once a month, for three months

Four or five topics with role play, team exercises, and homework assignments

On-going Training Curriculum

Full day, once a month, for six months

Four or five topics with role play, team exercises, and homework assignments

On-going Training Curriculum

Full day, once a month, for 12 months

Four or five topics with role play, team exercises, and homework assignments

Individual Coaching Curriculum

One hour face-to-face or via phone coaching. Duration to be determined

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CLASSROOM LEARNINGHow much information did the sales rep actually retain from the training session?

TRANSFER OF LEARNING TO BEHAVIORHow is the sales rep able to actually apply the learned knowledge in his or her day-to-day work? Here is where learning begins to create actual value for the company.

ACTUAL BUSINESS RESULTSWhat critical business metrics are showing actual change? This is where company bottom line metrics are measured and observed for success / failure.

BOTTOM LINE METRICS Inflow of new opportunities into sales pipeline Number of new opportunities closed (won – lost) Average sales price of won deals Average duration of time (typically in days) it takes to

win a deal

METRICS THAT MATTER

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SELLING SKILLS INSTITUTE

“The Leader In Transforming Sales Performance”

THE SELLING SKILLS INSTITUTE SPECIALIZES INONSITE CORPORATE SALES EDUCATION AND INDIVIDUAL COACHING.

If you’re interested in having your sales team double the number of qualified appointments they set, improve their close ratio by up to 25 percent, and skyrocket their sales, call us today to learn more about our unique sales education and individual coaching programs.

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