SALES TRAININGPresented by Shawn Herhusky

Consulting For a Homeless Man

Consulting for a Homeless Man (Cont.)

SalesHow People Make DecisionsHow to Understand and Influence the Decision Making Process

Techniques for Sales and Persuasion

And now, a little on brains…

Old Brain vs New Brain in Decision Making

New Brain “thinks “

Middle Brain “feels”

Old Brain “decides”

Chocolate Cake and 7 numbers

Participants who had been asked to memorize a seven-digit number were much more likely to choose chocolate cake over fruit salad than those who’d been asked to memorize only a two-digit number.

How to Understand and Influence the Decision Making Process

Speak to the Customer’s Pain

What is the motivating factor making them change?

Understanding the motivating influence

Pain of Change vs. Pain of Loss

The tipping point - when

the pain of remainingwhere you are at isperceived as greaterthan the pain ofchanging.

“Anything must be better than this!”

Psychological Contracting

What do you expect of me?

What do I expect of you?

What is the resolution we are looking for?

Developing “Rapport”

Mirroring is a human behavior characterized by copying someone else’s body language or speaking pattern

Mirroring is effective until it’s noticed

Pacing – similar to Mirroring –feeding back the subjects experience to them

Leading – as you x (which is happening), so you y (which is what you want them to do)

Listening to Build Rapport

People are constantly telling you how to sell to them.

We don’t pick up on the verbal and nonverbal cues people are giving us if we are not listening

People only remember how things end

Colonoscopy example One person had their

tube removed immediately after the procedure

Another had it removed after a brief rest

The one with the rest in between rated their experience higher with less pain and discomfort

False Memory – we are not a video camera

We reconstruct events as we think they happened, often times incorrectly. All it takes is someone saying, “Remember what Frank did?” and we will instantly add Frank into any memory.

“Remember that great experience you had with Delta Dental on that claims issue?” - If you say this, the broker will provide the name of the

group, the issue, tell you all about how well Delta Dental Connect did. Except it didn’t actually happen.

Even a negative issue can be reframed into a positive by saying, “ Remember how well we did on that?”

Framing and Reframing

Participants were asked to “imagine that theU.S. is preparing for the outbreak of an unusualAsian bird flu, which is expected to kill 600

people.

Two alternative programs to combat the diseasehave been proposed.

Assume the exact scientific estimates of the consequences of the programs are as follows:

Framing and Reframing

The First group ofparticipants were given

thefollowing options:

Program A: "200 people will be saved"

Program B: "there is a one-third probability that 600 people will be saved, and a two-thirds probability that no people will be saved"

Framing and Reframing

The second group of participants was presented with the choice between: Program C: "400

people will die“ Program D: "there is a

one-third probability that nobody will die, and a two-third probability that 600 people will die"

Framing and Reframing

In the first group, 72 percent of participants preferred program A (the remainder, 28 percent, opting for program B).

In the second group, 22 percent preferred program C, with the remaining 78 percent opting for program D.

However, programs A and C, and programs B and D, are effectively identical.

Drinking on a Discount

When participants bought an energy drink at a discount, they actually performed worse on a puzzle-solving task than participants who had paid full price for the same drink.

Drinking on a Discount

This suggests the possibility that drugs bought at a discount, such as drugs from Canada or generic versions of brand-name medications, might be less effective even when they’re otherwise identical.

Our unconscious belief equating low price with low quality is behind this effect—a belief that works even though we know on some level that it’s not always true.

Eight Steps to Achieve your Desired Outcome

I. Identify the Target Problem / SolutionII. Help your customer to see that continuing with

this problem will ultimately cost themIII. Have the Customer identify a preferred outcomeIV. Have your Customer identify the consequencesV. Confirm this is what they really wantVI. The sales rep must make sure the new outcome

is in the best interest of the customer.VII. At the same time, do not judge.VIII. Never tell the client they are wrong

Post Sale Blues

Buyers Remorse Option Attachment –

“As soon as you make a decision, the other option looks better.”

Once a decision is made it is vigorously defended even if wrong. Every comment reinforces the original belief, even it wasn’t strongly held to begin with.

Post Sale Blues

Anticipated Regret – “ Imagining the worst will happen”.

Students were asked to imagine they had to take a very important quiz. Half way to the quiz they were told to imagine that they left their car unlocked. One group was told to imagine their care being vandalized. The other was told to imagine that they returned to the car, found it locked, but missed the quiz. Of those told that the car was vandalized, 69% percent went back to the car. Those told they would miss the quiz, 39% percent checked the car. The Control group was 49%.

Post Sale Blues

Overcome these objections by clarifying what the customer needs and why (as we did in the eight steps), then use this as reinforcement later on. “We talked about A, and the reason you wanted to

go with that option was reasons 1, 2, and 3.” Move them quickly through the deliberation

process. Present the lesser of the two options first. Don’t allow them to get attached to a multitude

of options. This creates anxiety in the client as they watch them all close.

Techniques for Sales and Persuasion

Techniques to Sell

Specific Instructions are needed to induce compliance - you have to lay out the process step by step in an easy to follow order

Sales Techniques

Up Selling – an attempt to have the customer purchase more expensive items, upgrades, or other add-ons in an attempt to make a more profitable sale.

Value Added Selling – building on the value of the product.

Behavioral Script – Imagining performing a behavior changes people’s attitudes to the behavior.

Endowment effect – consumer value something more once they own it.

Sleight of Mouth

Sleight of Mouth techniques are unique because your not discussing the product

They can be helpful in gaining control of the conversation, defeating a counter argument from your competition, or overcoming last minute resistance.

Slight of Mouth (cont.)

For the purposes of this presentation, we will be discussing only a few of these. Your packet contains more examples.

Metaphor – tell a story which reframes the belief

Consequence – talks about the effect of not doing this thing

Another Outcome – show them another way of thinking about the issue

Sullivan Nod and Non Verbal Cueing

From the beginning of time, people have taken cues from each other as survival trait. If someone puts a sharp rock on the end of a stick and get’s more buffalo, we want to copy that behavior as soon as possible.

This is the biological origin of trends. Almost every time we are in doubt, we look at what other people are doing to see what we should be doing.

We look for clues in body language, appearance, the way they hold themselves, and just about anything else that might help us.

Sullivan Nod and Non Verbal Cueing (cont)

The Sullivan nod is a sales technique used to create a subconscious suggestion to a customer to purchase one particular item out of a list of like items. It is used most frequently by bartenders and waiters when reciting lists of items (such as alcohol or wine) in the hopes of getting the customer to select a particular brand. wikipedia.com

Consensus Building and the Yes Ladder

When people agree with

someone, they arepresented a positiveresponse as a reward.

Afeedback loop is

createdwhere they arerewarded for theirconsent.

Yes Ladder – technique where you ask a set of questions where the only possible answer is “yes”. After every “yes”, look visibly excited and pleased. Perhaps touch their arm or show affection. Then ask the “no” question and they will me motivated to say “yes”.

Derren Brown Russian Scam

Cialdini’s Weapons of Influence

Reciprocity Commitment Social Proof Authority Liking Scarcity

Summary and Thank You