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SALES EQ Masterclass - Coggle Diagram
SALES EQ Masterclass
S6: DISCOVERY AND VALUE BRIDGE
Always have a next step in your calendar with your prospect
The power of discovery
80% of your time and effort int the sales process
a language of questions focused on uncovering issues and chalengges and desired outcomes
creates awareness of problems issues challenges and opportunities
tour facilities whenever possible
interview all relevant stakeholders
4 PRICIPLES OF EFFECTIVE SALES CONVERSATIONS
people respond in kind
quiestions control the flow
people communicate in stories
FACTS AND FIGURES ARE FORGOTTEN STORIES ARE REMEMBERED FOREVER
listening builds emotional connections
Getting below the surface
open ended questions
what would happen if
walk me through
tell me about
the self disclosure LOOP
OPENING THE SELF DISCLOSURE LOOP
ask easy open ended questions
ask about their company or how long they have been there
leverage active listening skills
give your complete attention
follow emotional cures for follow up questions
pause for 3-5 seconds before speaking
3 types of questions
OEQ
open ended questions encourage your stakeholder to open up and help trigger the self disclosure loop
eg. tell me about your project
PROBING
encourage elaboration and elicit more specific information
follow up questions that answer the things i need to know
CLARYIFYING
check understanding demonstrate that you are listening and collect yesses
RECAP
WRITE THESE QUESTIONS OUT
LAMA TECHNIQUE
LISTEN
ACKNOWLEDGE
MAKE A STATEMENT
ASK ANOTHER QUESTION
DEVELOP GO TO QUESTIONS
TECHNICAL QUESTIONS
Do questions, what do they do, how do they do it, when do they do it, fleet, demand, seasonality, safety, budget, buying window, maintenance, future growth, special situations
ENGAGEMENT QUESTIONS
challenges, problems, concerns, future plans, role and responsibilities, decision makers, influencers, users, decision making process, experience with competitors, worry questions, magic wand questions
S.C.O.R.E DISCOVERY FRAMEWORK
S STAKEHOLDER SUCCESS CRITERIA
uncover the desired personal and emotional outcomes of each individual stakeholder. what motivates each stakeholder? Define WIIFM?
C CRITERIA FOR VENDOR EVALUATION
uncover the buying process, how will potential vendors be evaluated? how will business decision be made? what is the timeline?
O ORGANIZATIONAL DESIRED OUTCOMES, MTM (metrics that matter)
uncover the organizations desired outcomes, how these outcomes will be measured and why they matter
R REAL STATE
uncover the current situation and truth about the real state of things, What challenges exist and why? Why are they talking to you?
E END STATE
Uncover the desired future state. what happens when problems are solves and outcomes become reality. what are the implications if the challenges persist?
A question you ask is more important than anything you say.
Anything you say is more impactful when delivered in the form of a question.
Create a list of 10 open ended questions
S5: GAINING NEXT STEPS
How do i satisfy the "5 MOST IMPORTANT QUESTIONS"
DO you make me feel important
BRIDGE
Do you get me and my problems?
ASK FOR NEXT STEP
Do you listen to me?
DISCOVER
Do i trust and believe you?
TURN AROUND OBJECTIONS
do i like you
CONNECT
THE STRUCTURE OF ALL MEETINGS AND CALLS
8 MINS INTRO AND AGENDA
15 MINS DISCOVERY
8 MINS VALUE BRIDGE AND CLOSE
10% INTRO, 70% DISCOVERY, 15% VALUE BRIDGE AND CLOSE ASK FOR NEXT STEP
No matter what they say do not be tempted to start pitching, highlight the important point and then keep asking them questions and discovery and use it in the bridge
THE VALUE BRIDGE
Articulates
WIIFM
in their language
demonstrates that you are listening and understand
Deepens your emotional connection
Makes the case to advance to the next step
Start your value bridge with the phrase -
Based on what you shared with me you mentioned 1: & 2: and these are exactly the types of things we help clients with here at Preshcon
- then
what i'd like to do is put together a proposal based on what weve talked about here today and then meet with you again on XXX to go though it
Short and sweet
NOTHING HAPPENS UNTIL YOU ASK
The Cardinal Rule of sales calls
Never ever leave a sales call without gaining a firm commitment for a next step that is on your calendar and theirs
a next step is on my calendar and theirs
VALUE BIAS AND THE INVESTMENT EFFECT
Humans value that which costs them more. With each micro commitment stakeholders place ever increasing value on the buying journey and the greater sense of responsibility to move toward and outcome
PLAN IDEAL ADVANCES AND NEXT STEUPS (IANS)
Map IANS based on deal size complexity sales cycle competitive set and stakeholder array
Optimize IANS to keep you in front of stakeholders and build familiarity
Leverage micro commitments to test engagement by requiring stakeholders to match your effort
3 STEP ASKING FRAMEWORK
1: ASK WITH CONFIDENCE AND ASSUME YOU WILL GET WHAT YOU WANT
2: SHUT UP - DO NOT BE INTIMIDATED BY SILENCE
3: BE PREPARED TO DEAL WITH OBJECTIONS
OBJECTIONS
MOVING PAST MICRO COMMITMENT OBJECTIONS
LEDGE
VALUE
ASK AGAIN
ASK TWICE AND IF THEY SAY NO THEN IT IS PROBABLY YOU
LIST MICRO COMMITMENT REQUESTS THAT TRIGGER OBJECTIONS. THEN DEVELOP A COMPELLING MESSAGE FOR EXPAINING VALUE TO STAKEHOLDERS
NEXT STEP REQUEST -> VALUE BRIDGE MESSAGE WIIFM
S4: Connecting & FTA
The 5 decisions of buying
do i like you
icebreaker, weather / business / sports / books / karaoke song
regional questions
CONNECT
do you listen to me
DISCOVER
do you make me feel important
ask questions
BRIDGE
do you get me
ASK FOR NEXT STEP
do i trust you
knowledge
TUEN AROUND OBJECTIONS
The negativity Bias
humans almost always focus on the negative and assume the worst
it causes your prospect to fixate on what"s wrong with this picture rathe than to seek out what is right
usually gets triggered accidently
Things sales people do in sales meetings that trigger this
Demo right away
pitching too soon
STOP PITCHING START LISTENING
influence is derived from what you hear not what you say
not listening - intending to respond not listening to understand
interrupting
claiming to know their world
dress professionally
Pre-Call Planning
what you already know
what you want ot know
objective
targeted next step
prepare discovery questions in advance
map staleholders
run through multiple scenarios before closing and negotiation calls
You are on stage the whole time
be prepared and professiona and on time
control every message and behaviour
avoid self inflicted injuries by introducing objections and negative perception into the sales conversation
practice emotional discipline
in every sales conversation the person the greatest emotional control has the highest probability of gaining their desired outcome
emotional contagion we feed on the emotions of others and can pick up on them very quickly
OBJECTIVES OF FIRST TIME APPOINTMENTS
Build emotional connections
qualify and discovery
create interest for the next step
align on IANS
IDEAL ADVANCES for NEXT STEPS
close for next step
4 STEP SALES CALL AGENDA FRAMEWORK - call set up at start
OPEN
greet the stakeholder with polite respect, set a professional tone. confirm the time allotted for the meeting
OBJECTIVE
define your call objective and prime the stakeholder for the next step
CHECK
check stakeholders agenda, achknowledge red herrings but do not chase
eg. price, new topic, different solution/product, competition
PAUSE
ACKNOWLEDGE
IGNORE - we'll get to price as soon as i can, right now i need to find out more about what you need
MOVE ON
CONTROL
frame and take control of the conversation by asking open questions that encourage the stakeholder to talk
need to get a yes at each step
always use YES AND not but
OPENING, OBJECTIVE & CHECK
RESPECTFUL GREET
CONFIRM TIMING
DEFINE OBJECTIVE
CHECK THEIR AGENDA
thank uou for taking time out of your busy day to meet with me. i want to confirm that we still have 30 mins
My objective for our meeting is to learn more about your process for xxxxxxx. is this ok?
Is there anything else you would like to add to our agenda
FRAME THE CONVERSATION - objective is to generate enough interest to compel prospect to make a next step commitment
if its ok may i please ask a few questions to learn a little more about you and your company.
then i can walk you through what we do
from there we can decide together it it makes sense to move to the next step.
will that work for you?
you will not differentiate if you look and sound the same as everyone else
Value - bridges
connect solutions to outcomes using the stakeholders language demonstrating that you get them
THE AUTHORITY PRINCIPLE
we look to experts for advice and help when making decisions
it is easier to make decisions based on expert recommendations than to work out the answer on our own
authority is like a manet that pulls prospects to you and compels them to engage
S3 - Motivation leverage and power
MLP is the chess board of the sales process
Power is derived from perceived alternatives
Information, ease, choice
Motivation is emotional
the more motivated buyers are to do business with you the fewer alternatives they perceive as viable
Emotional Experience
your prospects emotional experience as they walk through the buying journey with you is a more consistent predictor of outcome than any other variable
The 5 decisions buyers are making
do i like you
fo you listen to me
do you make me feel important?
do you get me and get my problems (understand)
Do i trust you?
Sales process vs. buyer process
they are not the same and also prospects do not understand the sales process. You need to think about this and align the 2 and educate the buyer on the process and the things they might miss
you need to do discovery and not just send a price
you need to do the sales process your way the correct way
Essential Sales Process phases
Connect / First Time Appointment (FTA)
Discovery
Value - Bridge
Close / Ask (next steps of sale)
Objections / Negotiations
It is better to have a short multi touch process, rather than doing all of this in 1 go
What to do if you have big timeline gaps - NURTURE TOUCH POINTS, Send cards in the mail, send an email, linkedin, social, phone update, video message
Failure to follow the sales process
removes buyer accountability
short cuts discovery and building your business
increases perceived alternatives
weakens your position
creates resistance
makes you the buyer's puppet
My leverage - do not give it away for free
pricing
information
proposal
scarcity and exclusivity
take aways
commitment and consistency
investment effect
time and deadlines
S1 - Win Probability and Qualifying
4 levels of intelligence
Innate
born with
Aquired
Learned
Technical
technology
Emotional
Emotional Intelligence Selling (EIS) creates unassailable competitive differentiation and ends win probability in your favor though a legendary buying experience, deep emotional connections that compel propel to want to buy from you and true alignment between your offering and your stakeholders desired outcomes
Sales Process Challenges
Want to be consultants
no follow up meeting
commitment issues
seen as a commodity
customers don't want to answer questions
Develop the relationship vs transactional
not having a process
personal vs. company goals
You control 3 things
Actions
Reactions
Mindset
Bending win probability in my favor
Qualification
Emotional Intelligence
Emotional Conections
Sales Process alignment
Precall planning
Deep discovery
Outcome Alignment
Advancing
Qualification
The 9 box qualifying matrix
Technical
a number / data eg. total no. of couplers, size of project value, budget, timing starting now,
Stakeholder
relationships in the company, eg. how many people do i know, 1 point of contact, level of the person in the company, how responsive is the person - how long do they take to reply
Fit
how do our businesses fit together eg. - relationships with competitors, they always split the contract, can i satisfy all of what they need, cultural similarities, values, type of project(MRT etc), Contract demands, easy to work with
This chart helps you understand where you need to work hardest
S2 - Buyer Styles
The 5 Stakeholders
Stakeholder mapping is the process of identifying the various stakeholders and the roles they play in your deal.
Influencers
person who influences the buyer but may not be in the ultimate decision
Buyers
the actual decision maker - who can give me a yes or no
Seekers
see more, they want to see pricing and gather info - can turn into a coach or influencer
Coaches
give you tips and inside intel to help you in the buyer process, wants you to win
Amplifiers
closest to your product or service (site engineer / fixers etc.) can amplify up or down depending on how your product or service works out
Stakeholder success criteria
each stakeholder has their own success criteria, both business and emotional outcomes that drive motivation and decision making
People buy for their reasons not yours
WHATS IN IT FOR THEM - WIIFM
Winning your stakeholders over
Demonstrate relaxed assertive confidence
Focus on the other person
Be polite and respectful
Listen
Make them feel important
Seek to understand
- Flex your style to their style - but don't be fake
the similarity bias - humans tend to trust and believe people that they feel are like themselves - therefore learn to speak each stakeholder's unique language
ACED Stakeholder Personalities
Analyzers
- data facts, methodical, linear detailed, emotional wall
ask about facts, details and asks a lot of questions > do what you say you will do, be honest dont BS, give them facts and figures etc
Consensus builders
- interrogator, listener, indecisive, risk averse, passive aggressive
say things like need to consult my team, wife etc., want info to share > invite others, send lots of info, gather questions from team, set deadlines and expectations, no risk
Energizers
- outgoing talker, craves significance, emotions on sleeve
small talkers, > guide the conversation, chit chat, ask questions, do detailed email follow up send the info, let them talk
Directors
- direct, business first, results action, craves control
don't waste my time, biz first, results > shorter meetings, speak to the points, be confident