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Creating Your Own Sales Steps
Thom Finn, Business Coach
Creating Your Own Sales Steps
Thom Finn, Business Coach
The Rules
• A Group Coaching Session, not a lecture• Take what you need, leave the rest behind• Ask “How Can I Apply This” not “This
won’t work…”• Do not fear the noun “script”• Leave here with an Action Plan• Ask Questions and Interact• Consumer Psychology
Creating Your Sales Step
• Review who is here
• Expert by necessity– 1000 clients with skill but no organization– Scattered, hit and miss,
• Poor/no follow up=40% lost sales
• Theory of the steps so you can apply
• Analogy of dating
Creating Your Sales Step
• Repeating Case Studies
• #1: Deck Builder Sales-B2C Product
• #2: Business Coach Sales-B2B Service
• #3: Software Sales-B2B-Product & Service
• Goal: YOU each create your own rough draft of sales steps
Case Studies Sales Steps: Deck Builder
1. The lead arrives
2. Assessment1. Listen
2. Time
3. Size
4. Price Range
3. Schedule a Visit
4. Email with Link
5. Visit– Listen– Walk the site– Picture Book– Agree on size,
options and price range
– Discuss timing
6. Proposal
7. Close
Case Studies Sales Steps: Business Coach
1. The lead arrives
2. Meet and Greet1. Listen
2. Examples
3. Goals
4. Price Range
3. Schedule a Diagnostic
4. Email link and questionnaire
5. Visit– Listen– Tour– Discuss issues– Tentative Reccs.– Agree on size,
options and price range
6. Proposal
7. Close
Case Studies Sales Steps: Software Developer
1. The lead arrives
2. Phone Interview1. Listen
2. Deliverables
3. Small Educate
4. Price Range
3. Schedule Interview
4. Email case studies
5. Visit– Listen– Discuss deliverables– Agree on size, dates,
scope and price range
– Discuss rough draft
6. Proposal
7. Close
Successful Dating Steps
1. You catch their eye…
2. The 1st conversation…
3. The Coffee Date…
4. Going Steady…
5. Proposal…
6. Marriage
7. Growing the Family
#1: Catch Their Eye
• They see you/you see them/you hunt them
• Conversion Rate not Lead Generation
• Increase the # of ways leads can come in
• Breaking the Ice– You be interesting with subtle hints OR– A Good Line to get to the coffee date– Reduce the Road blocks
1: Catch Their Eye
• Same principle in businessErr on the side of too little small talk
Subtle hints; they ask “What do you do?”
Reduce the roadblocks
Know the source to know what worked, where to fish
Separate the players, the wheat from the chaff
1: Catch Their Eye Case Studies
Decks Coach Software
Pick Up* Line
Do you have-use-enjoy your deck?
How did you get started?
How much time on paperwork?
Roadblocks Full 50%, permits 4x a month only, yearly contracts
100% web, SEO, tech
Best Source Neighbors Referrals Funded Start Ups
No Players New Jersey Know it All’s Clueless
1: Catch Their Eye Exercise
• You Make it Work: Exercise
• What’s a Good interest getting line?
• What’s your Coffee Date Invitation?
• 2 Road Block you can eliminate-stop doing
• Your 2 best Sources of leads
• 3 characteristics of players
2: The 1st Conversation
• What are they thinking?– aware of you?– Prejudiced?
• Systemize this: Use of Scripts, forms and systems
• True Purpose is Next Step only
• Avoid Rushing-too fast
• In dating, this looks like________
2: The 1st Conversation Case Studies
Decks Coach Software
They Think No idea of cost, I want big
What IS this? $?
I know I want X…
System Script-price range up front
Examples right away
Overview, deliverables
Avoid Ego minutia
Ego, talking Too technical
2: The 1st Conversation Exercise
• You Make it Work: Exercise
• What are THEY thinking? Prejudiced?
• Avoid these 3 things
• Based on above, what goes into a script guide
3: The Coffee Date
• What are they thinking, aware of you?
• Guarded by fear of making mistake
• Systemize this: Use of Scripts, forms and systems
• True Purpose is Next Step only
• Avoid Rushing-too fast
• In business, this looks like________
2: The Coffee Date Case Studies
Decks Coach Software
They Think Commit, unsure, defensive, fear of hassle
He’s too smooth, I feel stupid
She just wants 1 thing
System Process- they talk first, past successes
Shut Up!
Educate
Feel-Felt-Found, how it can help
Avoid Rushing, Winging it
WE, You Need…
Look at Me…
3: The Coffee Date Exercise
• You Make it Work: Exercise
• What are THEY thinking? Guarded? Skeptical?
• Do these 2 things, Don’t do these 2 things
• Based on above, what goes into a script guide-what do you ask? What’s an opener? What’s your “go to move” or phrase?
4: Dating Going Steady
• What are they looking for?
• Sincere details, generosity, candidness
• Talk of marriage up front
• Systemize this: Use of Scripts, forms and systems
• True Purpose is Next Step only
• Avoid Non Committal
4: Dating Going Steady Case Studies
Decks Coach Software
They Look for
Honest, directness, accommodation
Intelligence, experienced, successful
Trust ability maybe likeability
System Picture Book and Website
“you remind me of…”
Address “What will your parents think….”
Avoid Bait and switch vague
Breaking word
Withholding the goodies
Trashing competition
4: Dating Going Steady Exercise
• You Make it Work: Exercise
• Their 1 biggest fear/Cold Feet :_________
• You can be honest by discussing _______
• To be clear about your intention of marriage, you say______________
• You can show attention to small things by __________
• How will you best handle Cold Feet?
5: Proposing
• Do you WANT a proposal (no Players)
• “Why would you say no?” then address it
• Get verbal agreement on the key points in your proposal
• Give them 2 options (only)
• Re state relevant hot buttons
• When can I get my answer?
5: Proposing Case Studies
Decks Coach Software
Agree on Key Points
$ Range size material options due date
Choices of $ top goals, deliverables
$ Range specific deliverables
2 options differs by
Size material options and price
Frequency and price
Functionality and price
Re State Hot Buttons
More expensive but maintenance free
Cash Flow sickness or Burn out is gone
Automation saves time
5: Proposing Exercise
• What are they Key Points you must get agreement on prior to proposing?
• What are 2 variables they can choose to create 2 option proposals
• What are the top 3 most common hot buttons or wants you should re state?
6: Marriage=Closing
• Likelihood > with no surprise proposal• He who talks first looses• Smoothly put a ring on it; confirming
symbol• Quickly move into execution with “next
steps”• Avoid Remorse by clearing road blocks• Be a good a spouse (separate coaching
session)
6: Marriage/Closing Case Studies
Decks Coach Software
The Big ? Do You want your deck?
Can I be your Coach?
Do you want to go ahead?
The Ring Signature No Ring Signature and initials
Smoothly Move
Schedule-30% check. Can I get that now?
Let’s start now. Work on x,y, and z by session #1
Deposit means Phase 1 done by _______
Road Blocks
Ill find out a date…
Call to schedule Let me get back to you with…
6: Marriage/Closing Exercise
• Script out your Closing Question or Statement
• What symbolizes the deal?
• What can you say/do/deliver that smoothly moves to execution?
• What road block to getting started do you be sure is gone?
7: A Healthy Marriage
Fulfillment = Customer Service= Separate
Keep the Romance with authenticity
ACTIONS speak louder than Words
Execute, then Thank, Before you ask for referrals or testimonials
Avoid Perceived Indifference
Add this relationship to your experience trunk
Application• Systemize your Sales. Step #1 is____, #2 is
_________,etc.• Sales Steps=easier Prospect Management
– Prospect A is @ Step #5– Prospect B is stuck @ Step #4– 14 Prospects hit Step #1 this week
• Make the First Move• Don’t be Cute or Cheesy• Don’t be Desperate• Don’t be a Stalker• Have a Game Plan
Closing
• Systemize your steps
• Write out your scripts
• Get some REAL Feedback
• Discussion
• Questions– Ask specific questions on my feedback sheet
Creating Your Own Sales Steps
Thom Finn, Business Coach
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