Sales Leader’s Playbook

Coaching to Messaging May 2011

The key sales associate behaviors that drive success at this step include:

Pre-Planning:

• Research Market & Industry Trends as well as company info to learn the buyer's language and connect message to buyer's world

• Incorporate Power Messaging grabbers into pre-gaining access activities such as emails, voice mails and marketing. Make sure message is Simple, Differentiated, Memorable

• Fill in company info to POV Pitch, collect proof and data points • Identify and articulate risk of no change • Research key value points to emphasize with your buyer. Identify what is important to

them financially and personally – Check Google/Linked In/Zoom info/company website for information on the company, key executives, mission statement

Selling Skills:

• Challenge the buyer by bringing them a new idea or approach to solving their challenges or furthering their goals

• Provide bold new ideas/fresh perspective buyer may not have heard before through story and grabbers. Recognize that only 14% of the value on the phone is in your words and 86% is in your voice

• Hold conversations about buyer/their industry/market/company - not about ADP. Utilize "You" phrasing

• Connect ideas to financial impact using client success stories • Use provocative open-ended questions to engage buyer, and reframe objections

Buyer Alignment:

• Have Business Impact Story or Customer Story with Contrast ready to demonstrate how ADP helps companies

• Deliver POV Pitch over phone to demonstrate ADP's value • Use 3rd party statistics to prove that challenges do exist and can be solved • Monitor buyer's response to pitch and power positions, in order to learn more about their

cares and concerns • Identify what the buyer connected with, and why they agreed to meet with you

.

Coaching Questions:

• What truly matters in the world of this buyer? • What is keeping them from their goals? • What Power Messaging techniques can/did you use during your call? • What are you doing to position your message uniquely? What are you doing to create

impact? How will this conversation be different from what they have heard in the past? • What are the Organizational/Financial/Personal wins, drivers, motivators or challenges

for why they would buy? • How are the above problems preventing the buyer from achieving their business

goals/objectives? • How will you articulate to the buyer a better way to achieve business goals/objectives? • How will this insight be new or provocative to the buyer? • How will you create urgency for how it will threaten or accelerate business results?

Leader Observations:

Next steps for the sales associate: Date these steps need to be complete:

Next steps for the sales leader:

Date these steps need to be complete

The key sales associate behaviors that drive success at this step include:

Pre-Planning:

• Prepare relevant grabbers such as word plays, mini dramas, props, and stories that are connected to why you got the appointment

• Practice POV Pitch and include buyer details in its delivery • Meet with Sales Leader to strategize • Create provocative open- ended questions to engage buyer • Create message to emphasize the Does and Means relevant to this organization’s needs

Selling Skills:

• Use grabbers to open/conduct meeting to drive impact and catch the buyer's attention. Highlight ADP's unique ability to impact business goals/challenges (Power Position/PP)to gain permission to move forward. Use customized Point Of View (POV) Pitch

• Leverage Voice, Body, Words face to face. Give 7% value to words, 38% to voice and 55% to body. Identify and leverage the concept of mirroring in rapport building

• Ask thought- provoking questions that are open-ended - wait for response • Recognize when an objection is anchored - use Reframing to overcome anchored

objections • Look for learning style of buyer - visual, auditory, kinesthetic and adapt message to it

Buyer Alignment:

• Use 3rd party stats to prove that challenges in the buyer’s industry/market/business do exist and can be solved

• Use Business Impact Story or Customer Story with Contrast to demonstrate how ADP helps companies attain goals. Highlight/parallel the value of change for this company

• Monitor buyer's response to pitch and power positions - look for learning style/ communication clues to help reinforce message to buyer. Use this to plan first-level analysis questions based on buyer's response to pitch

• Verify that buyer can articulate back ADP's positions of strength • Ask - "So, what do you think?" Wait for answer

Coaching Questions Leader Can Use:

• What have you prepared to create impact? And how does that connect to the buyer's world?

• What do you know about this buyer that you can include in your POV Pitch? • What 3rd party stats or customer stories do you have to prove ADP's value? • What is your new provocative idea for this buyer? How will this provoke them to

understand a problem exists? • What open-ended questions do you have prepared to uncover strategic

initiatives/business goals/challenges? What will you use to show ADP's unique ability to help execute against them?

• How would the person you are meeting with measure success (in terms of position?) • How will you focus on means for this person? How can partnership with ADP help this

person with business/personal/financial goals? How will they look good? • How will you simplify your complex message so contact remembers you? • How will you differentiate yourself from the competition - what are your PP? How will you

articulate that ONLY ADP has this UNIQUE ability? • Why will the buyer remember YOU? • What parts of this message did the buyer and others seem to respond to when gaining

access? • How will you know when you have uncovered what the buyer values and needs? • What will you ask to determine where they are in the buying process? • If nothing else, what ideas or messages do you want the person to remember from your

meeting

Leader Observations: Next steps for the sales associate:

Date these steps need to be complete:

Next steps for the sales leader: Date these steps need to be complete:

The key sales associate behaviors that drive success at this step include: Pre-Planning:

• Create Big Picture that shows the buyer's world before and after ADP • Develop and practice grabbers (flip chart use, prop use, etc.) to open meeting and spike

retention throughout the presentation • Prepare 3rd party stats and customer stories that relate to the buyer and the analysis

findings • Prepare cooking demo that will resonate with the decision maker. Ensure that all ADP

experts (internal/external partners) that will be present at meeting are well connected to buyer’s priorities

• Ensure you can articulate and defend the ADP Power Positions and that they are in fact unique and important to the buyer

Selling Skills:

• Open meeting with a grabber that highlights ADP's competitive Power Positions • Make sure agenda is about the buyer, not ADP • Speak with passion; Make eye contact with audience; Use relevant stories • Present cooking demo using a script tailored to emphasize buyer’s priorities • Ask open-ended provocative questions; ask for public positive feedback

Buyer Alignment:

• Use Big Picture to show what better looks like with ADP • Use Business Impact Story or Customer Story with Contrast to demonstrate to buyer

impact on their business goals and challenges • Use 3rd party stats, Whitepapers, Articles, BIS, Success Stories, ROI, References, etc.-

prove that challenges do exist and can be solved • Check for understanding and agreement from buyer by asking for public positive

feedback. Ask, "What do you think?" • Look for specific buying signals as you present

Coaching Questions Leader Can Use:

• Where do they lack resources? How does your message show your unique value in this area?

• Why should this buyer choose ADP? What makes you different from the competition? • What Power Messaging techniques will create the biggest impact? • What are the implications if this buyer remains status quo? Is this an option? • How will you articulate the consequence of no change? • Explain how your message is buyer focused? How will you stay in the Does and Means?

(PP in Does and Value in means) • What specific buying signals did/will you look for as you present? • What parts of this message did the buyer and others seem to respond to? • What did you learn from this process that you can use in your messaging from now on?

Leader Observations:

Next steps for the sales associate: Date these steps need to be complete:

Next steps for the sales leader:

Date these steps need to be complete