Take the Sell Out of Selling Andrea Howe - Oct 2012

© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green

Take the “Sell” out of Selling: 4 Key Behaviors that Drive Business Development

Andrea P. Howe

http://www.andreaphowe.com/

http://www.trustedadvisor.com/


Take the “Sell” out of Selling: 4 Key Behaviors that Drive Business Development

Andrea P. Howe

Hello!

If you had to describe how you are in one word as we begin this webinar, avoiding “good,” “fine,” or “OK” in favor of being more descriptive, what one word would you choose?

Enter your reply in the text chat box now.




It was a dark and stormy morning …




What’s a memorable “sales failure” of yours?

A. You too tried a “technique” that didn’t go over well

B. You overcorrected by being too tentative

C. You overcorrected by being too aggressive

D. Other

E. You’ve never ever had a “sales failure”




We’ve all got hurdles to overcome

• Our pasts

• Our roles

• Widely-held stereotypes




The definition of “sell” isn’t pretty

Source: http://www.merriam-webster.com/dictionary/sell




The hurdles have consequences

• Distraction

• Stress

• Missed opportunities

• Lost deals

• Lost relationships




There’s upside

• Selling = fun

• Relationships = rewarding

• Results = extraordinary




Today we’ll answer this question:

How can you apply 4 simple behaviors that you already know to get re-tooled and re-charged on the subject of developing business?




Olympic athletes know the value of mental prep

“Although mentally strong athletes do not always win medals due to a variety of conditions, athletes with a weak ‘mental game’ virtually never win at the biggest competitions.”

From the U.S. Olympic Committee’s Top Ten Guiding Principles for Mental Training, as reported in Foundations of Sport and Exercise Psychology With Web Study Guide-5th Edition by Robert Weinberg and Daniel Gould




So we’ll look at “selling” from 3 perspectives

Thoughts

Feelings Actions

1

2 3




“Mastery” is more than “really good”

unconsciousincompetence

consciousincompetence

unconsciouscompetence

consciouscompetence

competence

consciousness




By the way, here’s what’s in your goodie bag

www.bossanovaconsulting.com/raintoday




What do you think about sales?

To objective of selling is to _________________.

Words that come to mind immediately when I think of selling are __________________________.

When it comes to selling, I wish _____________.

If only sales didn’t have to be _______________.

Fundamentally, selling requires _____________.




Thoughts drive feelings which drive actions

Thoughts Feelings Actions

“Selling means convincing”

CorneredFocus on your solution (only)




Trust-based selling is about helping

“The objective of trust-based selling is to help the buyer do the right thing—for the buyer. Period.”




When we’re helping we feel and do things differently


“Selling means helping”

Relaxed1. Focus on all the options




Who’s familiar with the 1940’s classic movie, Miracle on

34th Street?




How we define our value drives what we do




“My clients care most about my expertise”

Pressured Talk—a lot




Professional services are a lot like perfume, fine wine, and ice cream




Doing says more than talkingThoughts Feelings Actions



“My clients’ experience of me matters”

Motivated 2. Sell by doing




Awkward thoughts produce awkward action






“I wish I didn’t have to [sell]”

UncomfortablePretend it’s not awkward




Have you ever used the Mozilla Firefox web browser and

experienced a “crash”?







Caveats are conversational jewels






“If it seems awkward, I can say so”

Liberated 3. Use caveats




Caveats are customizable

“At the risk of coming across as ‘salesy’ …”

“This seems a bit awkward …”

“I may be overstepping my bounds here …”




How we think about trust alters our behavior, too






“I wish I didn’t have to [sell]”

UncomfortablePretend it’s not awkward

“Trust takes time to build”

Resigned Wait too long




High degrees of trust can be established very quickly

T trustworthinessC credibilityR reliabilityI intimacyS self-orientation

C + R + I

S

T =

Source: The Trusted Advisor by Maister, Green, and Galford, The Free Press, 2000




Caveats are a “trust trifecta”

T trustworthinessC credibilityR reliabilityI intimacyS self-orientation

C + R + I

S

T =

Source: The Trusted Advisor by Maister, Green, and Galford, The Free Press, 2000




Trust is positively correlated to risk






“If it’s awkward, I can say so”


“Risk-taking builds trust”

Empowered 4. Ask permission




Asking permission sounds like helping

“Aria, we’re going to be working together closely for four months. We

are totally committed to achieving the results we’ve defined in our project plan. Along the way, we might see

opportunities to improve your business that fall outside the scope of our work. Would it be OK with you if

we bring those to your attention when we see them?”




Now we’ve identified 4 behaviors that take the “sell” out of selling

1. Focus on all the options

2. Sell by doing

3. Use caveats

4. Ask permission




Which one captures your interest and attention the most?

A. Focus on all the options

B. Sell by doing

C. Use caveats

D. Ask permission




There is more than one way to drive right actions






“If it’s awkward, I can say so”


“Risk-taking builds trust”

Empowered 4. Ask permission




What’s on your mind?

Insights?

Points of view?

Questions?




It takes practice to become natural

“We are what we repeatedly do. Excellence, then, is not an act, but a habit”

—Aristotle




There’s extra incentive to practice

+

andrea@ bossanovaconsulting.com

www.bossanovaconsulting.com/raintoday




There is one action you can take

What is it?

1-202-906-0485

@AndreaPHowe

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