welcome to the ieee consultants’ network targeted results, inc. seminar how to communicate...
TRANSCRIPT
Welcome to the Welcome to the IEEE Consultants’ NetworkIEEE Consultants’ Network
Targeted Results, Inc. SeminarTargeted Results, Inc. Seminar
How to CommunicateHow to CommunicatePowerfully without SellingPowerfully without Selling
Led by Ed WeinbergLed by Ed Weinberg
Targeted Results, Inc./Sandler Sales Institute
What is the purpose What is the purpose of this meeting?of this meeting?
Show you… Show you… How you can be powerful in business without a How you can be powerful in business without a
personality transplantpersonality transplant
Your scientific approach to problem solving is Your scientific approach to problem solving is notnot good for selling and what you should do good for selling and what you should do
How to answer, “What do you do?” or begin a How to answer, “What do you do?” or begin a conversation with a prospect that will instantly conversation with a prospect that will instantly make them interested in talking with you.make them interested in talking with you.
Targeted Results, Inc./Sandler Sales Institute
What you think is what you getWhat you think is what you get--Working the Right Side of the ProblemWorking the Right Side of the Problem
BeliefsBeliefs
AttitudeAttitude
ExpectationsExpectations
GoalsGoalsPlansPlans
BehaviorBehavior
ResultsResults
Targeted Results, Inc./
Sandler Sales Institute
How to be likedHow to be liked
Bonding and RapportBonding and Rapport
Targeted Results, Inc./Sandler Sales Institute
Bonding & RapportBonding & Rapport
BondingBonding: Having common qualities that enhance a : Having common qualities that enhance a relationshiprelationship
RapportRapport: To answer back in a way that is like the initial : To answer back in a way that is like the initial activityactivity
Targeted Results, Inc./Sandler Sales Institute
• People like people who are like themPeople like people who are like them
• People like to be with people who are like themPeople like to be with people who are like them
• People like to do business with people they likePeople like to do business with people they like
• All things being equal, being liked is criticalAll things being equal, being liked is critical
• All things not being equal, being liked is moreAll things not being equal, being liked is more
important than being rightimportant than being right
Bonding and Rapport RulesBonding and Rapport Rules
Targeted Results, Inc./Sandler Sales Institute
Building RapportBuilding RapportHow to get people to be comfortable with you, and you with them, almost instantly
The Communication Pie
Mirroring and Matching
Understanding Ok-ness
Paraphrasing & Restating
Targeted Results, Inc./Sandler Sales Institute
The Communication PieThe Communication Pie
PhysiologyPhysiology 55%55% TonalityTonality 38%38%
Words 7%Words 7%
Targeted Results, Inc./Sandler Sales Institute
NLP- NLP- Neuro-Linguistic-ProgrammingNeuro-Linguistic-Programming
We learn about patterned PHYSICAL behavior We learn about patterned PHYSICAL behavior of others before we learn to speak and of others before we learn to speak and continue to update that informationcontinue to update that information
These patterns are permanently in our These patterns are permanently in our memory and act subconsciously and memory and act subconsciously and consciouslyconsciously
The patterns vary very little from culture to The patterns vary very little from culture to culture so they communicate the same things culture so they communicate the same things to almost everyoneto almost everyone
Targeted Results, Inc./Sandler Sales Institute
Physiology: 55% of CommunicationPhysiology: 55% of Communication
MirrorMirror MatchMatch Body LanguageBody Language GesturesGestures
Targeted Results, Inc./Sandler Sales Institute
Tonality: 38% of CommunicationTonality: 38% of Communication
PacePacePitchPitchVolumeVolumePhrasingPhrasing
Targeted Results, Inc./Sandler Sales Institute
Actual Words: 7% of CommunicationActual Words: 7% of Communication
““We have the most We have the most effective and efficient effective and efficient system because it focuses system because it focuses on your needs and can be on your needs and can be customized for you customized for you instead of you having to instead of you having to conform to us”conform to us”
Targeted Results, Inc./Sandler Sales Institute
When You Use When You Use All 3 Elements TogetherAll 3 Elements Together
You get a synergistic or combined effectYou get a synergistic or combined effect--This means that the whole is greater than --This means that the whole is greater than the sum of its parts.the sum of its parts.
Your Your wordswords become become hugelyhugely more more important when combined with the right important when combined with the right physiology and right tonality.physiology and right tonality.
Imagine: 1 + 1 + 1 = Imagine: 1 + 1 + 1 = 10!10!
Targeted Results, Inc./Sandler Sales Institute
A lesson about Unconditional LoveA lesson about Unconditional Love We didn’t get enoughWe didn’t get enough
We don’t get enoughWe don’t get enough
We are ravenous for itWe are ravenous for it
If we get it, we cling to itIf we get it, we cling to it
It is one of the most powerful forces in It is one of the most powerful forces in the worldthe world
We get even with people who take it awayWe get even with people who take it away
We need to learn to give it away by the We need to learn to give it away by the bucket full!bucket full!
Targeted Results, Inc./Sandler Sales Institute
Add: “Not” Ok-nessAdd: “Not” Ok-ness
•Protecting the ego state of the other personProtecting the ego state of the other person
•Not playing ‘One Upmanship’Not playing ‘One Upmanship’
•Nurturing the other personNurturing the other person
Targeted Results, Inc./Sandler Sales Institute
““Ok-ness”Ok-ness” It is good to be likedIt is good to be liked
People like to do business with people People like to do business with people they likethey like
Often, it is more important to be liked Often, it is more important to be liked than rightthan right
Everyone needs more understanding Everyone needs more understanding and unconditional love and wants to be and unconditional love and wants to be lifted uplifted up
When you put yourself ahead, you put When you put yourself ahead, you put the customer downthe customer down
Don’t do or say anything that makes the Don’t do or say anything that makes the client feel belittledclient feel belittled
This works at work and at homeThis works at work and at home
Targeted Results, Inc./Sandler Sales Institute
Ok-ness RulesOk-ness Rules Don’t tell people they are wrong…Don’t tell people they are wrong…
Just lead them to what is rightJust lead them to what is right Don’t use Buzz-WordsDon’t use Buzz-Words It is nice to ask permission,It is nice to ask permission,
it shows respectit shows respect Don’t act superior because you know Don’t act superior because you know
something they don’tsomething they don’t Don’t tell them you’re the best…Don’t tell them you’re the best…
Just be the bestJust be the best If you think it, is pleasant and true, say it.If you think it, is pleasant and true, say it. This is respect, not weaknessThis is respect, not weakness NURTURE, NURTURE, NURTURENURTURE, NURTURE, NURTURE
Targeted Results, Inc./Sandler Sales Institute
Paraphrasing and RestatingParaphrasing and Restating
One of the best ways to build rapport with a One of the best ways to build rapport with a prospect is to demonstrate that you are really prospect is to demonstrate that you are really listeninglistening, paying , paying close attentionclose attention and and carecare..
We do this by-We do this by- ParaphrasingParaphrasing:: repeating what the other person said repeating what the other person said
in a short summary statementin a short summary statement
RestatingRestating:: repeating what the other person said repeating what the other person said almost verbatimalmost verbatim
Targeted Results, Inc./Sandler Sales Institute
Let’s move from Let’s move from HowHow we say it to we say it to
WhatWhat we say and we say and WhenWhen
Targeted Results, Inc./Sandler Sales Institute
The purpose of The purpose of communication is for the communication is for the
receiver toreceiver to receive and understandreceive and understand, ,
not just for the sender to sendnot just for the sender to send
Targeted Results, Inc./Sandler Sales Institute
What are What are FeaturesFeatures,, BenefitsBenefits and and Advantages?Advantages?
Why would anyone ask a simple question like…
Targeted Results, Inc./Sandler Sales Institute
1.1. A FEATURE is a A FEATURE is a factfact about your product or about your product or
service…it is not a reason to buyservice…it is not a reason to buy
2.2. A BENEFIT is the A BENEFIT is the positive valuepositive value your Feature your Feature
delivers & could be a reason to buydelivers & could be a reason to buy
3.3. An ADVANTAGE is An ADVANTAGE is why your product or service why your product or service
is superioris superior to competition to competition or the current prospect or the current prospect
practicepractice because of your because of your FeaturesFeatures andand BenefitsBenefits……
& still only & still only maymay be a reason to buy be a reason to buy
Features, Advantages & BenefitsFeatures, Advantages & Benefits
Targeted Results, Inc./Sandler Sales Institute
News- “FEATURE CREATURE falls into News- “FEATURE CREATURE falls into own assumptions and drowns in Words”own assumptions and drowns in Words”
FEATURE CREATURE Assumes the needs Describes every fact with equal importance Assumes the prospect is blown away by all the
facts Assumes the prospect agrees Says, “Voila! We are Great!”
Prospect says, “I’ll TIO. Send me a proposal.”
Targeted Results, Inc./Sandler Sales Institute
Hierarchy of MotivationHierarchy of Motivation
PainPainFear of PainFear of PainPresent Pleasure
Future Pleasure
Attention Interest Curiosity
Targeted Results, Inc./Sandler Sales Institute
Professional ConsultantProfessional Consultant
Uncovers the PainsAsks if a fact is important to the prospectOffers Solutions to accepted painsProves each Solution
with the appropriate factsSays, “Does this make sense to you?”Prospect says, “Yes”
Targeted Results, Inc./Sandler Sales Institute
When you present…When you present…
Review Pains Provide the BENEFIT
that is the Resolution for the PAIN before the Features
Then, introduce the FEATURES to prove it
Example
Targeted Results, Inc./Sandler Sales Institute
PAIN is “WHY”PAIN is “WHY” the F&B are Important the F&B are Important
ItemsItems FeaturesFeatures Benefits Pains Benefits Pains
New “X”New “X”BikeBike
1. 21 gears1. 21 gears2. Light2. Light wt. Alum. wt. Alum. 3. Stronger3. Stronger Welding Welding
1. Fun, so 1. Fun, so you will you will Exercise Exercise 2. Less 2. Less Effort Effort 3. Durable3. Durable
1. 1. I need/hate I need/hate exercise exercise 2. My bike is 2. My bike is Hard to ride Hard to ride3. I don’t take 3. I don’t take care of things care of things
Targeted Results, Inc./Sandler Sales Institute
(some) PAIN Words to use(some) PAIN Words to use
AbusedAbused Lied toLied to TrashedTrashed IgnoredIgnored CheatedCheated LostLost MissedMissed
FrustratedFrustrated AnnoyedAnnoyed IrritatedIrritated DisappointedDisappointed Tired ofTired of MisledMisled NeglectedNeglected
Targeted Results, Inc./Sandler Sales Institute
My Elevator Speech Using PAINSMy Elevator Speech Using PAINS
I help people that sell directly. We improve their I help people that sell directly. We improve their effectiveness and efficiency so they can succeed.effectiveness and efficiency so they can succeed.
Typically, we work with people or companies that are--Typically, we work with people or companies that are--
FrustratedFrustrated not gettingnot getting enough new business enough new business
AnnoyedAnnoyed they can’t get to the DM to tell their storythey can’t get to the DM to tell their story
IrritatedIrritated wasting time giving away free consultingwasting time giving away free consulting
DisappointedDisappointed with the lack of referrals from clientswith the lack of referrals from clients
TiredTired of millions of $$’s in proposals & not 5 cents soldof millions of $$’s in proposals & not 5 cents sold
We work with them to fix their sales problems We work with them to fix their sales problems so they get the quality and quantity of business so they get the quality and quantity of business
they are entitled to have.they are entitled to have.
Targeted Results, Inc./Sandler Sales Institute
I help people that need unique electrical or electronic I help people that need unique electrical or electronic engineering. We design to their specification and provide engineering. We design to their specification and provide them with creative choices that achieve their goals.them with creative choices that achieve their goals.
Typically, we work with people or companies that are--Typically, we work with people or companies that are--
FrustratedFrustrated with engineers that with engineers that don’t listendon’t listen AnnoyedAnnoyed with plans that with plans that start more problems than they fixstart more problems than they fix IrritatedIrritated with designs that with designs that swap ‘cheap’ for efficientswap ‘cheap’ for efficientDisappointedDisappointed by designs that sub by designs that sub complex for qualitycomplex for quality TiredTired of having things of having things not thought through completelynot thought through completely
We listen and work carefully to help them achieve their We listen and work carefully to help them achieve their goals that they are entitled to have met the first time.goals that they are entitled to have met the first time.
YOUR Sample Elevator Speech Using PAINSYOUR Sample Elevator Speech Using PAINS
Targeted Results, Inc./Sandler Sales Institute
Product Knowledge RulesProduct Knowledge Rules
Learn everything you can about your products, Learn everything you can about your products, service, company and competition. Just don’t service, company and competition. Just don’t volunteer itvolunteer it
Your product knowledge includes your experience, Your product knowledge includes your experience, creativity, deal making, problem solving, etc.creativity, deal making, problem solving, etc.
Don’t make statements…Don’t make statements…ASK PAIN QUESTIONSASK PAIN QUESTIONS to determine interest, then to determine interest, then follow up on what they care aboutfollow up on what they care about
Don’t spill your candy in the lobby: Don’t dribble Don’t spill your candy in the lobby: Don’t dribble away your impact. Hold you answers for a away your impact. Hold you answers for a comprehensive presentation.comprehensive presentation.
Targeted Results, Inc./Sandler Sales Institute
My CommercialMy Commercial
Selling, like your profession, is a continuing Selling, like your profession, is a continuing learning processlearning process
You Can’t Teach a Kid to Ride a Bike at a You Can’t Teach a Kid to Ride a Bike at a SeminarSeminar and there is no pill to take and there is no pill to take
The issue is not knowing how to sell, The issue is not knowing how to sell, It is learning to sellIt is learning to sell
It is also learning the truth about what it It is also learning the truth about what it takes or training to be an imitationtakes or training to be an imitation
Targeted Results, Inc./Sandler Sales Institute