becoming a trusted advisor - ii

©2009 SalesChannel Europe. All rights reserved

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9.00-10.30 Module 1. Becoming a Trusted Advisor• What separates good sales people from exceptional sales people?• Understanding the Buyer’s Decision Process

10.30-11.00 Coffee

11.00-12.30 Module 2. Gathering Information• Creating Trust and Rapport using Diagnostic Questioning and Investigative Selling

• How to use 4 color questions to uncover Buyer’s needs and emotions

12.30-14.00 Lunch

14.00-15.30 Module 3. Decision Maker Personality Styles• How to recognize different Personality Styles

• How to sell to the 5 different Decision Maker Personality Styles

15.30-16.00 Coffee

16.00-17.45 Module 4. Gaining Access to the Real Decision Maker• How to identify the Real Decision Maker

• Gaining access to the Real Decision Maker

18.00 Review of Day & Close

Becoming A Trusted Advisor Program - II

Agenda



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Right:• Intuition• Feelings• Emotional• HolisticR

Left:• Logical• Analytical• Fact based• Detailed L


http://www.brainnet.org/img/brain.jpg


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The Brain

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3 “Take Aways”

Your Challenge

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Sales Cycle vs Buyer’s Decision Process

3. Needs

1. Prospecting

4. Proposing

5. Negotiating

6. Closing

2. Qualifying

1. Person

2. Company

3. Product

4. Price

5. Why Now?

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BuildingRelationships

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Becoming a Trusted Advisor*

EarningTrust

GivingAdvice Effectively

*The Trusted Advisor, by David H. Maister, Charles H Green & Robert M Galford, Free Press © 2000



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Focusis On:

Energy Spent On:

Client Receives:

Indicators of Success:

Service-based Answers,

expertiseinput

Explaining Information Timely, high quality

Needs-based Business problems

Problem solving

Solutions Problems resolved

Relationship-based

Organisation Providing insights

Ideas Repeat business

Trust-based Client as individual

Understanding the client

Safe haven

for hard issues

Varied; eg.

Creative pricing

Characteristics of Relationship Levels*




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Earning Trust*

• Generous with ideas and knowledge

• Accumulated experience over time

• Is about relationship over the long term

• Reciprocity

• Shared values and principles

• Believe that you will do what you say and say what you will do

• Actions match words

• Exhibit caring




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Earning Trust*

Component Realm Example

Credibility Words I can trust what he says about…

Reliability Actions I can trust him/her to do…

Intimacy Emotions I feel comfortable discussing this…

Self-orientation Motives I can trust that he cares about…

"If people like you they'll listen to you, but if they trust you they'll do business with you." - Zig Ziglar




SalesChannelEuropeWhy Listen?

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The Art of Listening

4 Levels of Listening:

Po

liten

ess

To C

on

firm

Sele

ctiv

ely

To L

earn

• Uncover needs

– Rational

– Emotional

• Identify Style

• Create a Positive Impact

• Learn



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3 Time Horizons

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Listen for what is different, not what is the same.

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• Keep asking questions

• Ask a lot of questions

• Shut up and listen

• Gentile follow-up questions

• Clarify ambiguity

• Summarise what you have understood

• Earn the right to ask PAIN questions

• When you need help – ask for it



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Speak in Technicolor

Communicating with Emotion

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Emotion = Energy in Motion



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Communicating with Emotion

“The height of your accomplishments will equal the depth of your convictions.”- William F. Scolavino

• Energy

• Enthusiasm

• Body Language

• Questioning

• Listening

• Note Taking

• Sincere Interest

• Emotions move people to action

Must have conviction:

• People make decision based on emotion and justify with rational reasons

• Must give them both emotional reasons and rational arguments



SalesChannelEuropeUNconventional Wisdom

• Top sales performers are construction workers

• Sustainable performance in sales = building a Pipeline

• Building a Pipeline = Prospecting

The Prospecting Mindset

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ExposureHit Ratex

SALES

THE SALES SUCCESS FORMULA

=


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If you do what youhave always done

You will get what youhave always had

The Rule of Change


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“T-H-I-N-K”

“Think Different”

“Think Deviant”

Thomas Watson, CEO IBM, Dec, 1911

Apple Computer,Sept, 1997

Today


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1. The Newspaper2. Exhibitions, Trade Shows, Conferences and Conventions3. The Magic of Networking4. Networking on the Web5. Create leads by making speeches and other public appearances6. Leverage 'their' Supply Chain7. Journalists8. Referrals9. Event Invitations10. Never eat alone

My Top 10 Prospecting Techniques

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Selling Your Ideas

Your ideas

You

Your Company

Products & Services



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What is Persuasion?

Persuasion = Convince + Move to Action

• Accept

• Agree

• Change Mind

• Move position

• Buy in

• Commitment

• Commitment to take action



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Building Trust



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RELEVANCE

Building Trust – The ‘R’ Factor



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“No one cares how much you know, until they know

how much you care.”

Ralph Waldo Emerson

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Building Trust through Communication

• It’s not what you say. It’s what you ask.

• You can tell a man is clever by his answers.

You can tell a man is wise by his questions.

• I promote discovery for others by asking

purposeful questions.

• Diagnose before you prescribe.

• Effective communication is 20% what you know

and 80% how you feel about what you know.

• Great listeners ask great questions, take careful

notes, and then summarise what they have heard

• Two-thirds of selling occurs in questioning phase

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Ask

Listen



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“Seek first to understand, then to be understood”- Stephen R Covey

Building Trust Through Communication



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Why Ask Questions?

• Uncover needs

– Rational

– Emotional

• Identify Style

• Create a Positive Impact

• Learn



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Questions, Questions, Questions

Questions Funnel

Specific Needs

Broad Needs

Leverage Questions

High Yield Needs

Drill down to find those high yield questions

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Questions

Open Questions:

Who

What

Where

When

Why

How

Tell me about…

Give me an example…

Describe for me….

Give me a wish list…

Please explain to me…

Closed Questions:

Is

Are

Was

Were

Have

Has

Will

Do

Does

Can

Would

Could

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Why Ask Diagnostic Questions*?

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Facts

Opinions

Feelings

1.

2.

3.

*Source: Based on Diagnostic Selling® from the book Exceptional Selling by Jeff Thull, John Wiley & Sons Inc. © 2006

www.primeresource.com



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3 - Level Questioning

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1.

2.

3.

Question Area 1

1.

2.

3.

Question Area 2

1.

2.

3.

Question Area 3



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7 Questions Dream Holiday Exercise

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CURIOSITY

Building Relevance – The ‘C’ Factor



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http://www.pbase.com/dannysmythe/objects


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http://www.pbase.com/dannysmythe/objects


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The Psychology of Change*

PositivePresent

Sustain

PositiveFuture

Attain

NegativePresent

Change

NegativeFuture

Avoid

Neg

ativ

ePo

siti

ve

Present Future

*Source: The Prime Solution by Jeff Thull, Dearborn © 2005

www.primeresource.com



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White Questions

Green Questions

Black Questions

Red Questions

Asking Questions in Colour

Current situationFacts, data & informationwhite snow: pure, cold hard facts

Desired situationfuture stateGrass, trees, growth, can become

Obstaclesimportant, powerfulDark, night time, can’t see in the dark. Turn on the light to see what stands between current situation and desired situation.

Feelingsfire, explosive color, highly emotional+ve Red Questions. “If you over-achieve your goal for the year what will be the impact on you? Your team? Your Boss? Your Business Unit?”-ve Red Questions: “If you miss your goal by 15% for Q2, what will be the likely impact on…..”

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Good questions will answer these questions:

How To Sell

• Needs

– problems

– opportunities

• Issues

– company

– personal

– money

Strategy

• Buying Influences

• Time Frame (Urgency)

• Competition(perceived strengths & weaknesses)

– understand internal politics

– Who influences it?

– Who is affected by it?

– What is real decision making process?

• How to communicate our ideas

Product, Service, Solution

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What To Sell



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Trusted Advisor = Gathering Information

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1. 7 Questions to get to the real issue

• Travel Agent – Ideal Holiday

• Luxury Goods Store – Special Gift

• Bank – Banking Services to meet your special requirements

2. Asking Questions in Colour in a typical business scenario

Imagine you are at your next client meeting

1. Existing customer:

• uncover usage gaps in current service

• Identify unfilled needs

2. New customer prospect:

• uncover PAIN/GAIN drivers

• Prioritise with RED questions

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Group Exercise - 1: Information Gathering

White Questions

Green Questions

Black Questions

Red Questions



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Decision Maker Personality Styles

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Communication Styles




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Spontaneous

Controlled

CautiousAssertive

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Expressive

Driver Analytical

Amiable

Spontaneous

CautiousAssertive

Controlled


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Big picture focus

Creative thinkers

Low attention to detail

Healthy ego

Competitive – ambitious

High- energy

Amiable

People / Team focused

High empathy

Supportive, loyal

Consensus driven

Avoid conflict

Analytical

Process oriented

Logical / Sequential

Rational

Details

Prudent

Driver

Objective focused

Impatient / Decisive

Direct / Short answers

Proud of achievements

OK with conflict

Spontaneous

CautiousAssertive

Controlled


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Expressive Amiable

AnalyticalDriver

People Reading

Spontaneous

Controlled

Easy Going

Cautious

Dominant

Assertive

Recognition

Achievement

Harmony

Correctness

Who & What Q’s Who & How Q’s

What & When Q’s How & Why Q’s

Loud QuietFASTER PACE SLOWER AskTell

Task

DetailResults

People

Ego Group


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Expressive

Recognize their success

Acknowledge expertise

Be concise

Propose challenges

Amiable

Build rapport first

Get to know them

Avoid conflict

Non business link

AnalyticalGive evidence

Explain logic / process

Show details

then bottom line

DriverDirect answers

Say once – say well

Be prepared

Key info upfront

Spontaneous

CautiousAssertive

Controlled

Adapting your style


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Pitching to Win



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ABC Inc. Corporate Overview

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• Established in 1967

• 13,051 employees world wide

• Offices in 42 countries

• Revenues $1.56B

• First vendor to launch RISC technology in 1978

• Ranked #1 by IDG Market Study 2006

• Won the AGP Gold Quality Award in 2007



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Audience Buy-in

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Audience Attention

Audience Buy-in

“After Effect” Focused Attention



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Audience Buy-in

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Audience Attention

Audience Buy-in

“After Effect” Focused Attention



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Audience Engagement

Us

Our Past

Them

Their Future

NOW

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“Tell me a fact and I believe. Tell me a truth and I learn.

Tell me a story and it will live in my heart forever.”

Mark Twain

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CREDIBLE

Creating Ideas that Stick – CREDIBLE

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CREDIBLEIN

Creating Ideas that Stick – CREDIBLE, EMOTION

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Creating Ideas that Stick

Persuasive (sticky) ideas:

• S - Simple

• U - Unexpected

• C - Concrete

• C - Credible

• E - Emotions

• S - Stories

Six Principles:

Sticky = understandable, memorable, and effective in changing thought or behaviour



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Creating Ideas that Stick – UNEXPECTED, STORY

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Get People to Act :

• Remember how SUCCESS helps people to:

– Pay attention Unexpected

– Understand and remember it Concrete

– Believe and agree Credible

– Care Emotional

– Be able to act on it Stories



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Imagine you are at your next client meeting

1. You can ONLY talk about how you have helped similar customers facing similar problems

• Travel Agent – Ideal Holiday

• Luxury Goods Store – Special Gift

• Bank – Banking Services to meet your special requirements

Game:

2. Lose 1 point every time you mention:

• Your company

• Your product/service/solution

• Your past

3. Win 3 points every time you mention:

• Them (their issues/problems/concerns/challenges/constraints)

• Their future

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Group Exercise - 2: Pitching to Win



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Gaining Access to the Decision Maker



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Value

Cost

Price

Executive

Management

Operations

BusinessNeeds

OperationalNeeds

Navigating the Client Organisation



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Thinking at 3 Time Horizons

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Value

Cost

Price

Executive

Management

Operations

BusinessDrivers

OperationalNeeds



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DirectorMIS

Quality Manager

VPFinance

VPProduction

VPSales

VPMarketing

Shareholders

CEO

$ $“The Budget Line”

OrganizationalInterdependence

The Pain Chain™

*according to

Solution Selling



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Authority Influence

Manufacturing Marketing

R&D Finance




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Types of Approval

• Sponsor

• Power Sponsor

• End User

• Beneficiary

• Adversary

• Legal / Technical / Admin

• Financial




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1. Selling to the role



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2. Selling to the Person



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CREATE Insights

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The Brain



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David R EdniePresident & CEOSalesChannel Europe SARLPh: +33 676 600 925Email: [email protected]: http://saleschannel.blogspot.comWebsite: www.saleschannel-europe.com

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Sales Performance Motivation
