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Becoming A Trusted Advisor - II
- 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
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rights
reserved
2
- 7. LeQ:
Right:
L
R
• Logical
• Intui?on
• Analy?cal
• Feelings
• Fact
based
• Emo?onal
• Detailed
• Holis?c
SalesChannel
Europe
©2011
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rights
reserved
7
- 13. LeQ:
Right:
L
R
• Logical
• Intui?on
• Analy?cal
• Feelings
• Fact
based
• Emo?onal
• Detailed
• Holis?c
SalesChannel
Europe
©2011
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rights
reserved
13
- 22. Your
Challenge
3
“Take
Aways”
SalesChannel
Europe
©2011
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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
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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
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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
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rights
reserved
25
- 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
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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
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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
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rights
reserved
29
- 30. The
Art
of
Listening
SalesChannel
Europe
©2011
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rights
reserved
30
- 31. The
Art
of
Listening
SalesChannel
Europe
©2011
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rights
reserved
31
- 32. The
Art
of
Listening
SalesChannel
Europe
©2011
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rights
reserved
32
- 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
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rights
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34
- 35. Communica?ng
with
Emo?on
Emo?on
=
Energy
in
Mo?on
Speak
in
Technicolor
SalesChannel
Europe
©2011
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rights
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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
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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
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rights
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37
- 38. The
Prospec?ng
Mindset
THE
SALES
SUCCESS
FORMULA
Exposure
x
Hit
Rate
=
SALES
SalesChannel
Europe
©2011
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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
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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
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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
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rights
reserved
41
- 42. Selling
Your
Ideas
Your
ideas
You
Your
Company
Products
&
Services
SalesChannel
Europe
©2011
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rights
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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
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rights
reserved
43
- 45. Building
Trust
–
The
‘R’
Factor
RELEVANCE
SalesChannel
Europe
©2011
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45
- 46. “No
one
cares
how
much
you
know,
un?l
they
know
how
much
you
care.”
Ralph
Waldo
Emerson
SalesChannel
Europe
©2011
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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
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47
- 48. Building
Trust
Through
Communica?on
“Seek
first
to
understand,
then
to
be
understood”
-‐
Stephen
R
Covey
SalesChannel
Europe
©2011
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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
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rights
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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
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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
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rights
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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
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rights
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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
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rights
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53
- 54. 7
Ques?ons
Dream
Holiday
Exercise
SalesChannel
Europe
©2011
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54
- 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
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rights
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56
- 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
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rights
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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
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rights
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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
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rights
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61
- 62. Trusted
Advisor
=
Gathering
Informa?on
SalesChannel
Europe
©2011
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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
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rights
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63
- 65. Communica?on
Styles
L
R
LeQ:
Right:
• Logical
• Intui?on
• Analy?cal
• Feelings
• Fact
based
• Emo?onal
• Detailed
• Holis?c
SalesChannel
Europe
©2011
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rights
reserved
65
- 66. Communica?on
Styles
Spontaneous
Asser?ve
Cau?ous
Controlled
SalesChannel
Europe
©2011
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rights
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66
- 67. Communica?on
Styles
Spontaneous
Expressive! Amiable!
Assertive Cautious
Driver! Analytical!
Controlled
SalesChannel
Europe
©2011
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rights
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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
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rights
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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
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rights
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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
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rights
reserved
70
- 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
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rights
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72
- 73. Audience
Buy-‐in
“AQer
Effect”
Focused
Agen@on
Audience
Buy-‐in
Audience
Agen@on
SalesChannel
Europe
©2011
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rights
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73
- 74. Audience
Buy-‐in
“AQer
Effect”
Focused
Agen@on
Audience
Buy-‐in
Audience
Agen@on
SalesChannel
Europe
©2011
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rights
reserved
74
- 75. Audience
Engagement
X
Us
Them
NOW
Our
Their
Past
Future
SalesChannel
Europe
©2011
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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
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rights
reserved
76
- 77. Crea?ng
Ideas
that
S?ck
–
CREDIBLE
CREDIBLE
SalesChannel
Europe
©2011
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77
- 78. Crea?ng
Ideas
that
S?ck
–
CREDIBLE,
EMOTION
IN CREDIBLE
SalesChannel
Europe
©2011
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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
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rights
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79
- 81. Crea?ng
Ideas
that
S?ck
–
UNEXPECTED,
STORY
SalesChannel
Europe
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81
- 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
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rights
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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
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87
- 88. Gaining
Access
to
the
Decision
Maker
SalesChannel
Europe
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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
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rights
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89
- 90. Naviga?ng
the
Client
Organisa?on
Execu@ve
Value
Opera@onal
Needs
Management
Cost
Business
Needs
Opera@ons
Price
SalesChannel
Europe
©2011
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90
- 91. Thinking
at
3
Time
Horizons
Business
Drivers
Execu@ve
Value
Management
Cost
Opera@ons
Price
Opera@onal
Needs
SalesChannel
Europe
©2011
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rights
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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
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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
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rights
reserved
93
- 94. Naviga?ng
the
Client
Organisa?on
Authority
Influence
Manufacturing
Marke?ng
R&D
Finance
SalesChannel
Europe
©2011
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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
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rights
reserved
95
- 96. 1. Selling to the role
SalesChannel
Europe
©2011
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rights
reserved
- 97. 2. Selling to the Person
SalesChannel
Europe
©2011
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rights
reserved
97
- 98. CREATE
Insights
The
Brain
SalesChannel
Europe
©2011
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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
