Becoming A Trusted Advisor - II
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The document outlines an agenda for a training program on becoming a trusted advisor. The training covers four modules: 1) what separates good from exceptional salespeople and understanding the buyer's decision process, 2) gathering information through diagnostic questioning and investigative selling, 3) recognizing different decision maker personality styles and how to sell to each, and 4) identifying the real decision maker and gaining access to them. The goal is to teach salespeople how to build trust, earn relationships, and provide effective advice to clients.
Becoming A Trusted Advisor - II
- 1. SalesChannel Europe ©2011 All rights reserved 1
- 2. Becoming A Trusted Advisor Program -‐ II Agenda 9.00-‐10.30 Module 1. Becoming a Trusted Advisor • What separates good sales people from excep?onal sales people? • Understanding the Buyer’s Decision Process 10.30-‐11.00 Coffee 11.00-‐12.30 Module 2. Gathering Informa@on • Crea?ng Trust and Rapport using Diagnos?c Ques?oning and Inves?ga?ve Selling • How to use 4 color ques?ons to uncover Buyer’s needs and emo?ons 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 iden?fy the Real Decision Maker • Gaining access to the Real Decision Maker 18.00 Review of Day & Close SalesChannel Europe ©2011 All rights reserved 2
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- 7. LeQ: Right: L R • Logical • Intui?on • Analy?cal • Feelings • Fact based • Emo?onal • Detailed • Holis?c SalesChannel Europe ©2011 All rights reserved 7
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- 11. SalesChannel Europe ©2011 All rights reserved 11
- 12. The Brain SalesChannel Europe ©2011 All rights reserved 12
- 13. LeQ: Right: L R • Logical • Intui?on • Analy?cal • Feelings • Fact based • Emo?onal • Detailed • Holis?c SalesChannel Europe ©2011 All rights reserved 13
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- 22. Your Challenge 3 “Take Aways” SalesChannel Europe ©2011 All rights reserved 22
- 23. Sales Cycle vs Buyer’s Decision Process 1. Prospecting 1. Person 2. Qualifying 2. Company 3. Needs 3. Product 4. Proposing 4. Price 5. Negotiating 5. Why Now? 6. Closing SalesChannel Europe ©2011 All rights reserved 23
- 24. Becoming a Trusted Advisor* Earning Trust Building Rela?onships Giving Advice Effec?vely *The Trusted Advisor, by David H. Maister, Charles H Green & Robert M Galford, Free Press © 2000 SalesChannel Europe ©2011 All rights reserved 24
- 25. Characteris?cs of Rela?onship Levels* Focus Energy Spent Client Indicators of is On: On: Receives: Success: Service-based Answers, Explaining Information Timely, high expertise quality input Needs-based Business Problem Solutions Problems problems solving resolved Relationship- Organisation Providing Ideas Repeat based insights business Trust-based Client as Understanding Safe haven Varied; eg. individual the client for hard Creative issues pricing *The Trusted Advisor, by David H. Maister, Charles H Green & Robert M Galford, Free Press © 2000 SalesChannel Europe ©2011 All rights reserved 25
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- 27. Earning Trust* • Generous with ideas and knowledge • Accumulated experience over ?me • Is about rela?onship over the long term • Reciprocity • Shared values and principles • Believe that you will do what you say and say what you will do • Ac?ons match words • Exhibit caring *The Trusted Advisor, by David H. Maister, Charles H Green & Robert M Galford, Free Press © 2000 SalesChannel Europe ©2011 All rights reserved 27
- 28. Earning Trust* Component Realm Example Credibility Words I can trust what he says about… Reliability Ac?ons I can trust him/her to do… In?macy Emo?ons I feel comfortable discussing this… Self-‐orienta?on Mo?ves 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 *The Trusted Advisor, by David H. Maister, Charles H Green & Robert M Galford, Free Press © 2000 SalesChannel Europe ©2011 All rights reserved 28
- 29. The Art of Listening Why Listen? • Uncover needs – Ra?onal – Emo?onal • Iden?fy Style • Create a Posi?ve Impact • Learn 4 Levels of Listening: To Confirm Selec?vely Politeness To Learn SalesChannel Europe ©2011 All rights reserved 29
- 30. The Art of Listening SalesChannel Europe ©2011 All rights reserved 30
- 31. The Art of Listening SalesChannel Europe ©2011 All rights reserved 31
- 32. The Art of Listening SalesChannel Europe ©2011 All rights reserved 32
- 33. 3 Time Horizons SalesChannel Europe ©2011 All rights reserved 33
- 34. The Art of Listening • Keep asking ques?ons • Ask a lot of ques?ons • Shut up and listen • Gen?le follow-‐up ques?ons • Clarify ambiguity • Summarise what you have understood • Earn the right to ask PAIN ques?ons • When you need help – ask for it Listen for what is different, not what is the same. SalesChannel Europe ©2011 All rights reserved 34
- 35. Communica?ng with Emo?on Emo?on = Energy in Mo?on Speak in Technicolor SalesChannel Europe ©2011 All rights reserved 35
- 36. Communica?ng with Emo?on • Energy • Enthusiasm • Body Language • Ques?oning • Listening • Note Taking • Sincere Interest • Emo?ons move people to ac?on Must have convic@on: • People make decision based on emo?on and jus?fy with ra?onal reasons • Must give them both emo?onal reasons and ra?onal arguments “The height of your accomplishments will equal the depth of your convic?ons.” -‐ William F. Scolavino SalesChannel Europe ©2011 All rights reserved 36
- 37. The Prospec?ng Mindset UNconven@onal Wisdom • Top sales performers are construc?on workers • Sustainable performance in sales = building a Pipeline • Building a Pipeline = Prospec?ng SalesChannel Europe ©2011 All rights reserved 37
- 38. The Prospec?ng Mindset THE SALES SUCCESS FORMULA Exposure x Hit Rate = SALES SalesChannel Europe ©2011 All rights reserved 38
- 39. The Prospec?ng Mindset The Rule of Change If you do what you have always done You will get what you have always had SalesChannel Europe ©2011 All rights reserved 39
- 40. The Prospec?ng Mindset “T-‐H-‐I-‐N-‐K” Thomas Watson, CEO IBM, Dec, 1911 “Think Different” Apple Computer, Sept, 1997 “Think Deviant” Today SalesChannel Europe ©2011 All rights reserved 40
- 41. My Top 10 Prospec?ng Techniques 1. The Newspaper 2. Exhibi?ons, Trade Shows, Conferences and Conven?ons 3. The Magic of Networking 4. Networking on the Web 5. Create leads by making speeches and other public appearances 6. Leverage 'their' Supply Chain 7. Journalists 8. Referrals 9. Event Invita?ons 10. Never eat alone SalesChannel Europe ©2011 All rights reserved 41
- 42. Selling Your Ideas Your ideas You Your Company Products & Services SalesChannel Europe ©2011 All rights reserved 42
- 43. What is Persuasion? Persuasion = Convince + Move to Ac@on • Accept • Buy in • Agree • Commitment • Change Mind • Commitment to • Move posi?on take ac?on SalesChannel Europe ©2011 All rights reserved 43
- 44. Building Trust TRUST SalesChannel Europe ©2011 All rights reserved 44
- 45. Building Trust – The ‘R’ Factor RELEVANCE SalesChannel Europe ©2011 All rights reserved 45
- 46. “No one cares how much you know, un?l they know how much you care.” Ralph Waldo Emerson SalesChannel Europe ©2011 All rights reserved 46
- 47. Building Trust through Communica?on • 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 ques?ons. • I promote discovery for others by asking purposeful ques?ons. • Diagnose before you prescribe. • Effec?ve communica?on is 20% what you know and 80% how you feel about what you know. • Great listeners ask great ques?ons, take careful notes, and then summarise what they have heard Listen Ask • Two-‐thirds of selling occurs in ques?oning phase SalesChannel Europe ©2011 All rights reserved 47
- 48. Building Trust Through Communica?on “Seek first to understand, then to be understood” -‐ Stephen R Covey SalesChannel Europe ©2011 All rights reserved 48
- 49. Why Ask Ques?ons? • Uncover needs – Ra?onal – Emo?onal • Iden?fy Style • Create a Posi?ve Impact • Learn SalesChannel Europe ©2011 All rights reserved 49
- 50. Ques?ons, Ques?ons, Ques?ons Ques?ons Funnel Broad Needs Specific Needs Leverage Ques?ons High Yield Needs Drill down to find those high yield ques?ons SalesChannel Europe ©2011 All rights reserved 50
- 51. Ques?ons Closed Ques@ons: Open Ques@ons: Is Who Are What Was Where Were When Have Why Has How Will Tell me about… Do Give me an example… Does Describe for me…. Can Give me a wish list… Would Please explain to me… Could SalesChannel Europe ©2011 All rights reserved 51
- 52. Why Ask Diagnos?c Ques?ons*? 1. Facts 2. Opinions 3. Feelings *Source: Based on Diagnostic Selling® from the book Exceptional Selling by Jeff Thull, John Wiley & Sons Inc. © 2006 www.primeresource.com SalesChannel Europe ©2011 All rights reserved 52
- 53. 3 -‐ Level Ques?oning Ques?on Area 1 Ques?on Area 2 Ques?on Area 3 1. 1. 1. 2. 2. 2. 3. 3. 3. SalesChannel Europe ©2011 All rights reserved 53
- 54. 7 Ques?ons Dream Holiday Exercise SalesChannel Europe ©2011 All rights reserved 54
- 55. Building Relevance – The ‘C’ Factor CURIOSITY SalesChannel Europe ©2011 All rights reserved 55
- 56. The toothbrush is an instrument used to clean teeth, consisting of a small brush on a handle. Toothpaste, often containing fluoride, is commonly added to a toothbrush to aid in cleaning. Toothbrushes are offered with varying textures of bristles, and come in many different sizes and forms. Most dentists recommend using a toothbrush labeled "Soft", since firmer bristled toothbrushes can damage tooth enamel and irritate gums as indicated by the American Dental Association. Toothbrushes are often made from synthetic fibers, although natural toothbrushes are also known in many parts of the world. SalesChannel Europe ©2011 All rights reserved 56
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- 58. SalesChannel Europe ©2011 All rights reserved 58
- 59. The Psychology of Change* Posi?ve Posi?ve Posi?ve Present Future Sustain Again Nega?ve Nega?ve Present Future Change Avoid Nega?ve *Source: The Prime Solution by Jeff Thull, Dearborn © 2005 www.primeresource.com Present Future SalesChannel Europe ©2011 All rights reserved 59
- 60. Asking Ques?ons in Colour Current situa@on White Ques?ons Facts, data & informa?on white snow: pure, cold hard facts Green Ques?ons Desired situa@on future state Grass, trees, growth, can become Obstacles Black Ques?ons important, powerful Dark, night ?me, can’t see in the dark. Turn on the light to see what stands between current situa?on and desired situa?on. Red Ques?ons Feelings fire, explosive color, highly emo?onal +ve Red Ques?ons. “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 Ques?ons: “If you miss your goal by 15% for Q2, what will be the likely impact on…..” SalesChannel Europe ©2011 All rights reserved 60
- 61. Good ques?ons will answer these ques?ons: How To Sell What To Sell Strategy Product, Service, Solu@on • Buying Influences • Needs – problems • Time Frame (Urgency) – opportuni?es • Compe??on (perceived strengths & weaknesses) • Issues – understand internal poli?cs – company – Who influences it? – personal – Who is affected by it? – money – What is real decision making process? • How to communicate our ideas SalesChannel Europe ©2011 All rights reserved 61
- 62. Trusted Advisor = Gathering Informa?on SalesChannel Europe ©2011 All rights reserved 62
- 63. Group Exercise -‐ 1: Informa?on Gathering 1. 7 Ques?ons to get to the real issue • Travel Agent – Ideal Holiday • Luxury Goods Store – Special Gix • Bank – Banking Services to meet your special requirements 2. Asking Ques?ons in Colour in a typical business scenario Imagine you are at your next client mee?ng White Ques?ons 1. Exis?ng customer: • uncover usage gaps in current service Green Ques?ons • Iden?fy unfilled needs 2. New customer prospect: Black Ques?ons • uncover PAIN/GAIN drivers • Priori?se with RED ques?ons Red Ques?ons SalesChannel Europe ©2011 All rights reserved 63
- 64. Decision Maker Personality Styles SalesChannel Europe ©2011 All rights reserved 64
- 65. Communica?on Styles L R LeQ: Right: • Logical • Intui?on • Analy?cal • Feelings • Fact based • Emo?onal • Detailed • Holis?c SalesChannel Europe ©2011 All rights reserved 65
- 66. Communica?on Styles Spontaneous Asser?ve Cau?ous Controlled SalesChannel Europe ©2011 All rights reserved 66
- 67. Communica?on Styles Spontaneous Expressive! Amiable! Assertive Cautious Driver! Analytical! Controlled SalesChannel Europe ©2011 All rights reserved 67
- 68. Communica?on Styles Spontaneous Expressive! Amiable! Big picture focus People / Team focused Creative thinkers High empathy Low attention to detail Supportive, loyal Healthy ego Consensus driven Competitive – ambitious Avoid conflict High- energy Assertive Cautious Driver! Analytical! Objective focused Process oriented Impatient / Decisive Logical / Sequential Direct / Short answers Rational Proud of achievements Details OK with conflict Prudent Controlled SalesChannel Europe ©2011 All rights reserved 68
- 69. Communica?on Styles People Reading Spontaneous Expressive! Amiable! Ego Group Who & What Q’s Who & How Q’s People Recognition Harmony Dominant Easy Going Tell Loud FASTER PACE SLOWER Quiet Ask Asser@ve Cau@ous Achievement Correctness What & When Q’s Task How & Why Q’s Results Detail Driver! Analytical! Controlled SalesChannel Europe ©2011 All rights reserved 69
- 70. Communica?on Styles Adap?ng your style Spontaneous Expressive! Amiable! Recognize their success Build rapport first Acknowledge expertise Get to know them Be concise Avoid conflict Propose challenges Non business link Assertive Cautious Driver! Analytical! Direct answers Give evidence Say once – say well Explain logic / process Be prepared Show details Key info upfront then bottom line Controlled SalesChannel Europe ©2011 All rights reserved 70
- 71. Pitching to Win SalesChannel Europe ©2011 All rights reserved 71
- 72. ABC Inc. Corporate Overview • 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 SalesChannel Europe ©2011 All rights reserved 72
- 73. Audience Buy-‐in “AQer Effect” Focused Agen@on Audience Buy-‐in Audience Agen@on SalesChannel Europe ©2011 All rights reserved 73
- 74. Audience Buy-‐in “AQer Effect” Focused Agen@on Audience Buy-‐in Audience Agen@on SalesChannel Europe ©2011 All rights reserved 74
- 75. Audience Engagement X Us Them NOW Our Their Past Future SalesChannel Europe ©2011 All rights reserved 75
- 76. “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 SalesChannel Europe ©2011 All rights reserved 76
- 77. Crea?ng Ideas that S?ck – CREDIBLE CREDIBLE SalesChannel Europe ©2011 All rights reserved 77
- 78. Crea?ng Ideas that S?ck – CREDIBLE, EMOTION IN CREDIBLE SalesChannel Europe ©2011 All rights reserved 78
- 79. Crea?ng Ideas that S?ck Persuasive (s@cky) ideas: S?cky = understandable, memorable, and effec?ve in changing thought or behaviour Six Principles: • S -‐ Simple • U -‐ Unexpected • C -‐ Concrete • C -‐ Credible • E -‐ Emo?ons • S -‐ Stories SalesChannel Europe ©2011 All rights reserved 79
- 80. Crea?ng Ideas that S?ck SalesChannel Europe ©2011 All rights reserved 80
- 81. Crea?ng Ideas that S?ck – UNEXPECTED, STORY SalesChannel Europe ©2011 All rights reserved 81
- 82. Crea?ng Ideas that S?ck SalesChannel Europe ©2011 All rights reserved 82
- 83. SalesChannel Europe ©2011 All rights reserved 83
- 84. SalesChannel Europe ©2011 All rights reserved 84
- 85. SalesChannel Europe ©2011 All rights reserved 85
- 86. Crea?ng Ideas that S?ck Get People to Act : • Remember how SUCCESS helps people to: – Pay a}en?on Unexpected – Understand and remember it Concrete – Believe and agree Credible – Care Emo?onal – Be able to act on it Stories SalesChannel Europe ©2011 All rights reserved 86
- 87. Group Exercise -‐ 2: Pitching to Win Imagine you are at your next client mee?ng 1. You can ONLY talk about how you have helped similar customers facing similar problems • Travel Agent – Ideal Holiday • Luxury Goods Store – Special Gix • Bank – Banking Services to meet your special requirements Game: 2. Lose 1 point every ?me you men?on: • Your company • Your product/service/solu?on • Your past 3. Win 3 points every ?me you men?on: • Them (their issues/problems/concerns/challenges/constraints) • Their future SalesChannel Europe ©2011 All rights reserved 87
- 88. Gaining Access to the Decision Maker SalesChannel Europe ©2011 All rights reserved 88
- 89. Decision Making Caption: "No decision — they're still sleeping on it." © 2002 The New Yorker Collection from cartoonbank.com. All Rights Reserved. SalesChannel Europe ©2011 All rights reserved 89
- 90. Naviga?ng the Client Organisa?on Execu@ve Value Opera@onal Needs Management Cost Business Needs Opera@ons Price SalesChannel Europe ©2011 All rights reserved 90
- 91. Thinking at 3 Time Horizons Business Drivers Execu@ve Value Management Cost Opera@ons Price Opera@onal Needs SalesChannel Europe ©2011 All rights reserved 91
- 92. The Pain Chain™ Organiza?onal Interdependence Shareholders *according to Solution Selling CEO VP VP VP VP Marketing Sales Production Finance $ “The Budget Line” $ Quality Director Manager MIS SalesChannel Europe ©2011 All rights reserved 92
- 93. Organisa@onal Pain Chain™ Job Title: CEO Pain: Share price decreasing Reasons: Eroding profits Job Title: VP Finance Pain: Eroding profits Reason: Missing sales targets *according to Reason: Loosing shelf space Solution Selling Job Title: VP Marketing Pain: Loosing shelf space Reasons: 1. Unfulfilled orders 2. Customers not offered alternatives 3. Customers not aware of promotions Job Title: VP Sales Pain: Missing sales targets Reasons: 1. Customers must order from salespeople 2. Customers not aware of promotions 3. Customers lack sales attention 4. Too much time w/existing customers SalesChannel Europe ©2011 All rights reserved 93
- 94. Naviga?ng the Client Organisa?on Authority Influence Manufacturing Marke?ng R&D Finance SalesChannel Europe ©2011 All rights reserved 94
- 95. Naviga?ng the Client Organisa?on Types of Approval • Sponsor • Power Sponsor • End User • Beneficiary • Adversary • Legal / Technical / Admin • Financial SalesChannel Europe ©2011 All rights reserved 95
- 96. 1. Selling to the role SalesChannel Europe ©2011 All rights reserved
- 97. 2. Selling to the Person SalesChannel Europe ©2011 All rights reserved 97
- 98. CREATE Insights The Brain SalesChannel Europe ©2011 All rights reserved 98
- 99. Sales Performance Mo?va?on David R Ednie President & CEO SalesChannel Europe SARL Ph: +33 676 600 925 Email: david@saleschannel-‐europe.com Blog: h}p://saleschannel.blogspot.com Website: www.saleschannel-‐europe.com SalesChannel Europe ©2011 All rights reserved 99