How to Get Instant Credibility with the Best Prospects

Get INSTANT

CREDIBILITY With the

Best Prospects Tim Dunne

Sales Author Craig Elias

Trigger Event Selling Donato Diorio

CEO, RingLead

#InstantCred

@CraigElias @Dunne_Tim

@iDonato

Questions via Twitter

Q & A

CraigElias

Photograph by EwanNicholson.ca

Status Quo

• Loyal • Profitable • Testimonials & WOM

Testimonials Matter

http://Bit.ly/C-Level-Validation #InstantCred

Afford Funnel Movers

Justify Funnel Shakers

Want Funnel Fillers

StatusQuo

Window of Dissatisfaction™ Searching for Alternatives

Craig Elias 2002

© COPYRIGHT Craig Elias 2002 - 2014

#InstantCred

Interest Trigger

Decision Trigger

20,000 CONSUMERS5 INDUSTRIES3 CONTINENTS

http://bit.ly/McKinseyOnTriggers * The Afford Trigger is not part of McKinsey’s original research

Afford Trigger*

McKinsey 2009

* Trigger Events are not part of Google’s original research

Trigger Event*

Google 2011

#InstantCred

“It applies in both a

consumer AND

a business-to-business context”

Beth Comstock CMO & SVP

#InstantCred

“80%

of B2B purchases are unplanned and

unbudgeted”

bit.ly/BreakingOutOfTheFunnel

Demand Gen 2013

#InstantCred

Status Quo

The ABC’s of Trigger Events

Want •  Awareness

–  Legal, Risk Avoidance, Economics

•  Bad Experience –  People, Product, Provider

•  Change –  People, Places, Priorities

© COPYRIGHT Craig Elias 2002 - 2014

#InstantCred

Spending $1Million+ on new initiatives did so within their

first 90 days

80%

bit.ly/90DaySalesWindow

Four Opportunities / Job Change

1.  Where did they go?

2.  Who did they replace?

3.  Who replaced them?

4.  Where did their replacement come from?

© COPYRIGHT Craig Elias 2002 - 2014

#InstantCred

6 9

12 15

18 21

24 27

30 33

36 39

42 45

48 51

54 57

60 63

66 69

72 75

Leads Per Month (Based on 100 initial contacts)

© COPYRIGHT Craig Elias 2002 - 2014

#InstantCred

6 15 27 42 60 81

105 132

162 195

231 270

312 357

405 456

510

567 627

690

756

825

897

972

Total Number of Leads (Based on 100 initial contacts)

© COPYRIGHT Craig Elias 2002 - 2014

#InstantCred

Most Select A New Provider

79%

agree there is a problem... but are not committed to doing anything about it.

Jolles.com #InstantCred

Credibility Curve™

Ris

k

Time

Sale

No Sale!

© COPYRIGHT Craig Elias 2002 - 2014

#InstantCred

“The two most important requirements for major success are:

1.  Being in the right place at the right time,

2.  Doing something about it.”` Ray Kroc, Founding CEO

#InstantCred

Tim Dunne

C R E D I B I L I T Y

Tim Dunne

#InstantCred

#InstantCred

BE USEFUL

#InstantCred

Map of the Meeting

END

BE USEFUL

MIDDLE

BEGINNING

CREDIBILITY

WAIT

#InstantCred

When you don’t have credibility, clients say things like.

“It’s all good now.” “That issue has faded in the last three months.”

They answer questions with questions. “Can you tell me more about you? Why should we work with you?”

No credibility- No traction! #InstantCred

How Much Credibility?

Enough credibility until your client will answer the questions you ask.

#InstantCred

Paths to Credibility

1.  Shared Community 2.  Professional Process and Protocol 3.  Expertise, Experience, Knowledge

#InstantCred

Shared Community

1.  Personal Connection- The Michigan lakes.

2.  Referral (in this case from me)

3.  Business connection- the two companies were already familiar with each other.

#InstantCred

Detour: the meeting before the meeting

#InstantCred

#InstantCred

Small Talk Small Talk

? #InstantCred

Meeting before the Meeting •  Meeting starts the moment you walk in the

building. •  Be deliberate. Have a list of logistical

questions to ask the receptionist. (How many people work here?)

•  Pay attention. Ask questions about what you see that you are authentically curious about.

•  Disclose – It let’s them connect to you. Disclosure invites disclosure.

#InstantCred

Formal or Informal

#InstantCred

Novice or Veteran

#InstantCred

Variables to assess which credibility builder to use

Credibility  Method   Formal  /  Informal   Novice  /  Veteran  

Shared  Community   Informal     Veteran  

#InstantCred

Paths to Credibility

1.  Shared Community 2.   Professional Process and Protocol 3.  Expertise, Experience, Knowledge

#InstantCred

Why a presentation?

“So I can interrupt it.”

Questions ??

#InstantCred

Professional Process, Protocol

1.  Process Control of the Meeting - A presentation 2.  Scripting – Saying the things you say often clearly,

briefly, cogently

#InstantCred

Variables to assess which credibility builder to use

Credibility  Method   Formal  /  Informal   Novice  /  Veteran  

Shared  Community   Informal     Veteran  

Professional  process,  protocol   Formal   Novice  and  Veteran  

#InstantCred

Experience, Expertise, Knowledge

1. Cogent Industry Commentary 2. Reputation 3. Assume It

#InstantCred

Variables to assess which credibility builder to use

Credibility  Method   Formal  /  Informal   Novice  /  Veteran  

Shared  Community   Informal     Veteran  

Professional  process,  protocol   Formal   Novice  and  Veteran  

Experience,  Exper>se,  Knowledge   Both   Veteran  (data  is  available  to  the  Novice  )  

#InstantCred

CREDIBILITY

How do you get it? As soon as you have it, do you start to dig?

#InstantCred

Fact:    

...my  story  of  chasing  it  

Credibility  drives  success  

#InstantCred

Credibility  &  call  response  

First  >me  outreach  response  is  plumme>ng  #InstantCred

AIack  plan:  apply  the  3  M’s    

Measure  Metrics  Methodology  

#InstantCred

Measuring  credibility  

Sale No Sale ? ? ?

#InstantCred

Measure  1:  Gather  data    (I  saved  400  voicemails)  

#InstantCred

Measure  2:    Human  observa>on  

Captures  aIen>on  (Shock  and  Awe)  

Mul>ple  touches  

Message  quality  

Credible  outreach  

Random  success  

Without  mul>ple  touches  you  do  not  mo>vate  people  to  act  by  building  your  brand  and  messaging  

Brand  failure  

Without  message  quality,  you  don’t  get  a  second  chance.  You’re  doing  a  disservice  to  your  brand  

Your  message  can  be  tremendous...  but  if  it  never  captures  their  aIen>on,  it  is  “lost  in  the  ocean”  of  outreaches  

Lost  in  the    

ocean  

Metrics  for    credibility  

#InstantCred

#   1   2   3   4  affect   1   2   3   4  

Contact  venues  

Peer  influencers  #   1   2   3   4  

affect   1   16   24   ?  

Industry  knowledge  percen>le   20   40   60   80   100  affect   2   4   6   8   10  

Prospect  knowledge  percen>le   20   40   60   80   100  affect   2   4   6   8   10  

-OR-

Outreach  metrics  

•  Conven>onal  wisdom  for  peer  influencers  is  a  myth.      Leveraging  a  second  point  of  contact  into  an  organiza>on  does  not  double  your  success.  

•  It  triples  your  success  •  Each  addi>onal  point  of  contact  mul>plies  your  chances  

by  3.    Having  and  leveraging  3  points  of  contact  in  an  organiza>on  yields  a  9X  success  factor  

Outreach  myths  vs.  metrics  

#InstantCred

Phone  call   +1  Addi>onal  contact  venues,  each   +1  Prospect  knowledge  or  industry  knowledge   0-­‐10  S>cky   0-­‐5  Leave  contact  informa>on  2x   0-­‐2  Peer  influencers,  leveraged  (minimum  2)   x8  Clear   0-­‐8  Concise  (within  >me  limit)                                 0-­‐8  Conversa>onal   0-­‐4  Credible   0-­‐4  Cadence   0-­‐4  Consistent   0-­‐4  Customized   0-­‐4  Compelling   0-­‐4  Passion     0-­‐15  Fillers:  er,  um,  ahh,  your  know   -­‐5  per  Weakeners:“I’m  just”“I  wanted”   -­‐5  per  

40 15

Max100

Develop  a  peer  scoring  system  

24 17

4 Score

Minimum    competency  

Average  outreach  

Standard  scripts  SOI  scripts  

Voicemail  measure  

#InstantCred

Develop  a  methodology  

#InstantCred

A  tale  of  3  voicemails  

Straw:  A  Voicemail  Disaster  

Hi,  Mr.  Diorio,  this  is  Sarah  Smith  from  the  Sales  Training  Center  and  I’m  just  calling  you  to  let  you  know  about  our  new  sales  training  product  that,  um  may  be  of  interest  to  you.  If  you  could  get  back  to  me  at  414-­‐555-­‐1212,  I’d  like  to  set  an  appointment  with  you  to  discuss  this  great  new  product  in  detail.  Thank  you  and  I  look  forward  to  speaking  with  you”   Score: 10

I’m  just  calling  may  be  of  interest  

I’d  like  to  If  

you  could  get  back  to  me  um  

S>ck:    An  Acceptable  Voicemail  

Score: 50

Mr.  Diorio,  thanks  for  aIending  our  webinar.    We’ve  increased  sales  at  companies  like  Donnely  Technology  by  25%  using  our  new  sales  training  program.  This  is  Sarah  Smith  and  if  you  are  interested  to  see  if  we  can  do  the  same  for  you,  let’s  connect  and  I’ll  explain  how  we  did  it  at  Donnely.  I’m  with  The  Sales  Training  Center  and  can  be  contacted  at  414-­‐555-­‐1212.  Thank  you.  

and  if  you  are  interested  

thanks  

Mr.  Diorio,  thank  you  for  aIending  our  webinar.    Sales  grew  25%  at  Donnely  Technology  using  our  proven  sales  training  program.  In  the  next  few  minutes,  I’ll  be  reaching  out  to  network  with  Gregg  Thaler  and  John  Kostorus.    This  is  Sarah  Smith  and  I  can  do  the  same  for  your  team.  When  we  connect  I’ll  explain  how  we  did  it  at  Donnely.  I’m  with  The  Sales  Training  Center  and  can  be  contacted  at  414-­‐555-­‐1212.  Thank  you.  

Brick:  A  Solid  Voicemail  

Score: 83

network  with  Gregg  Thaler  and  John  Kosturos  I’ll  be  reaching  out  to  

ringlead.com/capture #InstantCred

Q & A

TriggerBook.com +1.403.874.2998

Craig@TriggerEventSelling.com

Bit.ly/DontClose +34.695.597.316

Tim.Dunne@KnowInnovation.com

Bit.ly/InfluenceSpheres +1.262.754.8080 x211

DD@RingLead.com

#InstantCred