Learn to use your understanding of a prospect’s business to challenge their thinking and take control of the sales process. Challenging salespeople teach their customers. They focus the sales conversation not on features and benefits but on insight, bringing a unique (and typically provocative) perspective on the customer's business. They come to the table with new ideas for their customers that can make money or save money — often opportunities the customer hadn't realized even existed.

1. Selling Smart Workshop Series
Joe Marr –
Sandler Training Ann Arbor

2. Selling Smart Workshop:
Building Trust by Challenging Prospects
Bob Ender,
DreamMaker Bath & Kitchen
Rich Austin –
Sandler Training Ann Arbor
Joe Marr –
Sandler Training Ann Arbor

3. Selling Smart Workshop:
The Board of Directors
Jim Woods –
The CEO Advantage
Greg Peters –
The Reluctant Networker
Joe Marr –
Sandler Training Ann Arbor

4. Selling Smart Workshop:
Format
Workshop 9 – 10 am:
 Interactive Training Session
 Addressing Common Challenges
Panel Q & A 10 – 11 am
 Application
 Specific challenges in your business
 Anything

5. Selling Smart Workshop Today:
Building Trust by Challenging Prospects
Workshop : Learn to use your
understanding of a prospect’s business
to challenge their thinking and take
control of the sales process.
Panel Q & A : How challenging prospects
works, real-world

6. 3 Big Ideas
1. Traditional / Relationship Selling obsequious
2. Solution Selling is technical, intellectual
3. Challenger Sales is most effective

7. Traditional/Relationship Sales
 People skills
 Enthusiastic
 ABC / Pressure
 Muffin marketing
 Features and Benefits
 Discounts / Special Offers
 Little chair / big chair

8. Solution Selling
 Deals with problems to solve
 Technical / Intellectual
 Questioning Strategy
 Unemotional

9. The Challenger
 Equal business stature (EBS)
 Accommodating
 Collaborative
 Assertive
 Objective

10. EBS = Challenger
 How do we and they perceive EBS?
 What does it look / sound / feel like?
 What doesn’t it look / sound / feel like?
 How do you challenge decision
makers?
 What can you challenge them about?
 What can’t you challenge them about?

11. What does it look / sound /
feel like?
 Look
 Sound
 Feel

12. What doesn’t it look / sound /
feel like?
 Look
 Sound
 Feel

13. What can you challenge them
about?
 Problems
 Processes
 Status quo
 Speculation
 Comfort Zone
 Non-committal answers
 Rationalization / externalization / excuses

14. What can’t you challenge
them about?
 Dignity
 Integrity
 Intelligence
 Their right to feel the way they do

15. What Selling Smart Tactics
fit?
 Up Front Contracts
 Pattern Interrupt
 Feel it say it
 Dummy Curve questions
 Negative Reverse Selling
 Pain Funnel
 Qualify before propose

16. What hoops are you jumping
through?

17. Hoops
 Call me in 3 weeks.
 I need to think about this; keep calling me.
 We're just not ready, come back in awhile.
 You're much too expensive, can’t you give
me a discount?
 I'm just not sure your product will do, can you
give me a money-back guarantee?
 How about you let me use it for a month and
if I like it I’ll pay for it?
 Etc. (Think of your own)

18. What hoops do they give you?
 How do you answer?
 How should you answer?

19. Is the customer always right?
 How is it poor service to give them what
they ask for?
 Do they always know what to ask for?
 What happens if you do and they’re not
satisfied?
 Do you know more options?

20. What should we strive for on a sales call?
Truth
What blinds us to truth?
 Emotional involvement.
 Why would we not acknowledge it?
 Self-serving motives.

21. Sandler Rules
 Stop selling features and benefits.
 If the competition is doing something,
stop doing it.
 No pain, no sale.
 The problem the prospect brings you is
never the real problem.
 People buy emotionally; justify it
intellectually.

22. Objective = Effective

23. Challenger Worksheet
 Example

24. Exercise – 3 Groups
 Review Challenger Worksheet
 5 minutes – Each Group Complete 2

25. Questions for the Panel
On break take a moment to write
questions for the panel about:
 The workshop
 The panelists application of tactics
 Specific challenges in your business
 Anything

26. Selling Smart Workshop:
Building Trust by Challenging Prospects
Bob Ender,
DreamMaker Bath & Kitchen
Rich Austin –
Sandler Training Ann Arbor
Joe Marr –
Sandler Training Ann Arbor

27. Lessons Learned
 One takeaway
 Can you use it?
 On Business Card:
 Questions – “Q”
 Speaking Opportunities – “S”
 Contact me – “C”
 Raffle (Free e-book, too!)

29. Selling Smart Workshop Series
May 1, 2013 9-11 am (homework)
Customer Psychology – Transactional
Analysis
Personality is shaped in childhood and is carried into
adulthood. We’ll learn how programmed ego
states influence our behavior, and the impact they
have on customer interactions and our selling
success.

30. Selling Smart Workshop Series
Joe Marr –
Sandler Training Ann Arbor