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Sales Gravy - First time appointment workshop - 13/10/21 - Coggle Diagram
Sales Gravy - First time appointment workshop - 13/10/21
Pre- call planning
58% of buyers complain that sales people are not adequately prepared for FTAs
What do i know about this person or company?
What is my targeted next step?
What do i want to know?
You are on stage
Prospects are evaluating whether it is worth it to spend more time with you
be prepared, professional and on time
control every message and behaviour
approach the FTA eith relaxed assertive confidence
avoid self inflicted injuries by introducing objections and negative perceptions into the sales conversation
Emotional experience matters
your prospects emotional experience while engaging with you during the FTA is a more consistent indication of outcome than any other variable
people buy from people they like and trust
start out by asking something about them - eg
how did you get into this industry?
i was looking at your linkedin and saw that you ......?
Challenges & Objectives of FTAs
Challenges
Controlling the meeting
targeted questions
correct decision maker
securing next step
getting engaged
getting the meeting
building trust
Objectives
Qualify
Discovery
Getting to NEXT STEP
Create interest
The first meeting is all about THEM
Prescription without diagnosis is sales malpractice
the more trust the better it is
the more you engage the more relationship you build
4 step FTA framework
DISCOVERY
We are asking questions then we are
LISTENING
NOT TALKING
Should be the majority of the meeting / call
75% SHOULD BE YOUR CLIENT TALKING
FRAME THE CONVERSATION
1: Ask broad open ended questions to get the prospect talking
if its ok can i ask a few questions to learn a little more about you and your company?
then i can walk through what we do
from there we can decide together if it makes sense to move to the next step. Does that work for you?
2: you present a value bridge to create interest
ask for the next step
BRIDGE TO CREATE INTEREST
answers your prospects most pressing questions
WIIFM - whats in it for me(them)
prospects advance for their reasons not yours
In a very short nugget addressing prospects concerns give them a great reason why they should have another appointment
DO NOT PITCH HERE
makes prospects feel unimportant
makes you seem the same as your competitors
demonstrates that you don't listen
LEADS TO RATE BASED DIFFERENTIATION
Your reason - generic features and benefits - kitchen sink data dump
WHAT IS THE BRIDGE
demonstrates that you are listening and understanding
deepens your emotional connection
Articulates WIIFM in their language
makes the case to advance to the next step
Confirm what they said and ask if they have any new thoughts
EG. thanks for sharing with me all that information about your organization today I've learned so much, sounds like "repeat something they said that came across as important" and ask if that is correct.
Say OK great what Im going to take all this awesome information, i have some great ideas already in mind of how we can help you so Im going to put everything together in a bespoke proposal to show you how our system can fulfill your needs based on our conversation today. This next call will only take 20 mins i want ot make sure that our system alines with what you need.
the less is better effect
Humans prefer the quick simple certain decision path over complexity
Keep value bridges clear and simple
give prospects just enough to compel them to move forward
avoid overwhelming data dumps
AGENDA
FTA Agenda Framework
OBJECTIVE
Define your call objective and prime the stakeholder for the next step
Today id like to find out about you and your organization and what your needs are for rebar joining and your challenges. Then once I have all that information I can come back to you later in the week and present a customized solution based upon your specific needs and challenges. Does that sound good to you?
CHECK
check the stakeholder's agenda. Acknowledge red herrings but do not chase
ask if there is anything else that the customer would like to talk about - mostly they say no - but sometimes they say price
Never chase the red herring - main red herring is price
PAUSE - push the pause button and collect your emotions
ACKNOWLEDGE - let the stakeholder know you heard them - write it down and show them that you did
IGNORE - ignore the red herring unless it comes up again -
ignore the question the first time but you need to address it the 2nd or 3rd time
SAVE - save it and address it at a later more appropriate time
Usually they are curious about some details
OPEN
Greet the stakeholder with polite respect. Set a professional tone. Confirm the time allotted for the meeting
Hi xxx thanks for meeting me today, just to confirm we have still got xx mins today is that good for you
mostly they say yes
sometimes they say no - so rearrange and give them another time tomorrow or the day after
CONTROL
Frame and take control of the conversation by asking open ended questions that encourage the stakeholder to talk
At the end of the meeting when i am closing the meeting and asking for the next step it will be easier because i already primed the prospect to say yes and understand what comes next.
Collect a YES at each step
CLOSE FOR NEXT STEP
start your close before the end of the meeting
DO NOT WALK OUT OF ANY SALES CALL BEFORE YOU GET A COMMITMENT FOR THE NEXT STEP
Commitment and consistency
humans are compelled to be consistent with their commitments
gain agreement up front on the steps and duration of the sales & buying process
the more yes's we give the more likely we are to be compelled to hold up our end of the bargain
most sales people don't confidently and competently ask for the next step
Suggest a specific time and date for the next call
FRAMEWORK
explain the next step and objective
assumptive ask
transition statement
eg.
what id like to do is walk through your facility to really learn how you do things here because it will allow me to tailor a proposal for you
how about we get together the same time next week
based on everything you have told me it seems like it makes sense to move to the next step
YOU KNOW YOUR SALES PROCESS BETTER THAN YOUR BUYER YOU NEED TO WALK THEM THROUGH IT
If you ask for a commitment to a next step and they object talk them around and explain that you need to talk them though the proposal and ensure they understands and how quick and easy it will be
if they still say no and dont want to have another appointment ASK THEM WHY
EG. am i missing something is there any reason why we shouldn't progress to another meeting
4 principles of effective sales conversations
questions control the flow
prepare more questions than you need to avoid awkward silences
people communicate in stories
people like to tell stories about themselves and their business
people respond in kind
they are a reflection of you
listening builds emotional connections
Active listening - make eye contact - show that you are here - watch your resting face
STOP PITCHING START LISTENING - take notes don't pitch in between questions
ask with relaxed assertive confidence
assume agreement
shut up and give your prospect room to respond
ask without hesitation
do not allow silence intimidate you
The 5 most important questions the buyer is asking
Do i like you?
do you isten to me?
do you make me feel important?
do you get me?
do I trust and believe you?