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January 3 - January 7, 2024
is accomplished by asking great questions than by making
great presentations. Professional reps can significantly move the sales ball forward when they become proficient at asking pain-seeking, opport...
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Studies. The proof is in the pudding. I don’t know where that expression originated, but it sure applies here. Case studies of how we’ve helped other clients are powerful evidence that what we sell is real and works.
Sometimes a picture is worth a thousand words. Most salespeople are armed with samples and demos because these weapons are important
outdated platform, trade shows remain a viable and efficient way to connect live with large numbers of
The very presence of senior executives demonstrates commitment to earning the prospect’s business and also helps keep the conversation
While I’ve come to hate the word presentation for good reason (see Chapter 13), presentations are expected or obligatory pieces of the selling process in many situations.
killer presentation can be the difference maker that truly sets you apart from the competition. To be successful, we must perfect the art of drafting and delivering effective presentations.
Proposals. Proposals come in all shapes and sizes. Sometimes we’re forced to respond to a formal request
have the freedom to craft a highly customized document for our potential customer.
Right along with case studies, references serve as validation that we’re as good as we say we are. Testimonials and third-party endorsements are more credible than anything we can say about ourselves,
Another prevalent indicator that companies do not have an effective story is an over-reliance on marketing tools and toys. We shouldn’t need a four-color handout to tell a prospect about our
Prospective customers are not interested in what you do; they are only interested in what you can do for them.
They want to know what’s in it for them. No one argues this point.
That conviction must get carried into the sales story we use.
creating a client-centered story built upon the foundation of what we achieve for our customers.
What can you tell me about (insert your
company name here)? How do you and your colleagues answer that question off the cuff?
Buyers are tired. Tired of being on the receiving end of presentations aimed “at” them.
How can we break through the noise and overcome a buyer’s indifference or negative response?
Stop talking about yourself and your company and begin leading with the issues, pains, problems, opportunities, and results that are important to your prospect.
we are all drawn to people who are wonderful storytellers.
“We don’t sell cosmetics, we sell hope.”
What a fabulous line fostering the philosophy that it’s not about the product or the company, but what could be achieved for the customer.
salespeople that their main job was to help t...
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story around what is most meaningful to the client, you stand out ...
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Perhaps people think that sameness is safe. I propose that the opposite is true: Sameness will kill us.
Saying what everyone else is saying won’t entice a dream prospect to give us an hour on an already-packed calendar.
When creating our story, differentiation is key. Differentiation gets people to listen. It’s what breaks through the cacophony of inbound messages prospects receive every
Differentiation helps earn us the meeting, creates
intrigue, and opens the door for expanded dialogue. Even more critical, differentiation is essential ...
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Selling: Win the Sale Without Compromising on Price.
When our story is right, it puts us in the proper mindset to prospect for new business. The entire dynamic of the sales process changes when we view ourselves as problem solvers and value creators who are armed with a story that
helps us clearly communicate to
connecting with people; building trust; capturing attention; and demonstrating passion, enthusiasm, and pride. What a
Stories that pique our interest and garner our attention are those that draw us in. Wouldn’t you agree the stories that are most captivating are the ones
salespeople were totally focused on their product and why it was so wonderful as opposed to issues important to the customer.
selling was about the customer and their needs, desires, and issues.
most customers couldn’t care less about what we do. However, they were incredibly interested in what our products or service could do for them.
when we begin to realize how much of what we regularly say is self-focused drivel that has no real meaning to the customer. What happens
SNAP Selling.
are not earning a spot on a crazy-busy prospect’s calendar by talking about our offerings (with a possible exception if there is an Apple logo on our product).
Breaking into a prospect’s world is only going to happen when we talk about someth...
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There are three critical sections, or building blocks, to a compelling sales story: 1. Client issues addressed 2. Offerings
Differentiators Customer/client issues, the first building block and bedrock of our compelling sales story, refers to: Customer pains we remove Client problems we solve Opportunities we help customers capture
Results we achieve for clients
simply state what we sell (emphasis on simply). Our offerings are what we do—the services, solutions, or products for which we bill customers.
Differentiators, the third building block, explain why we are better and different from other alternatives. This final
necessary to craft a succinct, compelling, client-focused sales
The issues we address for clients serve as the lead-in to our sales story because that’s where
