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TALK - Ten Essential Rules for Successful Business Development
The Competitive Edge
10 Essential Rules for
Successful Business Development
Partner, Sandler Training
The Competitive Edge
Why should people do business with you?
What differentiates you from your competitors?
What is your strategy to create trust with another human
What is your current process for attracting and
developing new business opportunities?
Starts with Mindset
All filed for personal bankruptcy and went
on to have great success
“It’s what you learn after you know it all that
counts” – John Wooden
#1 You Have to Learn to Fail, to Win
Have you ever lost a sale or business opportunity –
and felt like a personal failure?
• It’s OK to fail
• You as a person are not a failure
• There is the REAL-you and the ROLE-you
• Comfort Zone vs. Growth Zone
• Tied to the process, not the outcome
It’s not how you feel that determines how you act, it’s
how you act that determines how you feel-
You don’t have to like the behavior, you just have to do
Five beliefs that I need in order to build my business
If I could change one belief, it would be: _________________________________
The biggest negative belief that I need to overcome, in order to be more effective
You can perform in your roles “R” only in a
manner that is consistent with how you see
yourself conceptually “I”
What you “R” is not who you “I”
Identity (I) Role (R)
I & R
Sample I/R Goals
“IDENTITY’ - FEELINGS / ATTITUDE
1. I will feel comfortable asking for referrals.
2. I won’t feel intimidated asking for decisions.
3. I am comfortable asking my prospect if we have a chance to do
4. I am unafraid of any outcome from a sales call.
5. I am comfortable discussing money with my prospects and clients.
6. I have no fear of talking or hearing about my competition.
7. I am confident that I can help my prospect improve his business.
8. I am comfortable and confident calling “at the top”.
9. I am comfortable asking my prospect to stick to the agenda.
10. I feel financially independent, as if I didn’t need this sale.
#2 Money Does Grow on Trees
Are you getting your fair share of referrals?
• Grow your network, so you don’t have to
start from scratch
• Add a branch
• Water your tree
• Money concept – Self Limiting Beliefs?
#3 The Way to Get Rid of a Bomb
is to Diffuse it Before it Blows Up
Have you ever lost a sale because of a problem
you could have dealt with earlier on in the process?
• What are some of the potential “bombs” in
• If you know it’s going to blow up in your
face….defuse it now
• Figure out the problem sooner than later
• Don’t wait for the prospect to bring it up
#4 Work Smart, Not Hard
Have you ever stayed with a stalled sale or
opportunity for too long?
• What is your definition of working “smart”?
• The “all-or-nothing” mentality
• What is it that you should be doing that
you aren’t? (Vice-versa too)
• Working Hard = Emotional Needs
• Working Smart = Going to the Bank!
#5 Only Decision Makers Can Get
Others to Make Decisions
Have you ever lost a deal or opportunity because you
didn’t make the right decisions?
• Do we sell how we buy?
• Control your process
• Make good “go/no-go” decisions
• Act in a way that supports your decisions
• What is a decision that you are struggling with
• Analysis “Paralysis”
• Getting ready to get ready?
#6 A Winner Has Alternatives, A
Loser Puts All His Eggs in One Basket
Have you ever tried to “script” a conversation with a
prospect ahead of time?
• “Three Legged Stool” of business development
• Are we relying on too few behaviors?
• Don’t try to plan the actual sales call word for word.
• Do keep your options open
• Behavior portion of Success Triangle
#7 There is No Such Thing as a
Have you ever found yourself using “weasel words”
with a prospect or customer?
• Level of commitment
• “Do or Do Not. There is No Try” – Yoda
#8 A Life Without Risk is a Life
Have you ever felt as though you were being left
behind..because you were unwilling to learn and
attempt new things?
• If you’re not a risk taker, then you should get the
hell out of business – Ray Kroc
• Climber, Camper or Parking Lot?
• Keep reaching-Don’t get complacent
• Don’t ever stop learning!
• What risks are you currently taking?
Climbers, Campers or Parking Lot?
A: Climbers: Resilient, Tenacious
Willing to take risks
B: Campers: Comfort Zone,
C: Parking Lot: non-starter, blame, excuses, denial
#9 No Mind Reading
Have you ever made an ASSUMPTION about a
prospect that turned out to be unrealistic?
• Don’t assume facts “not in evidence”
• Don’t misread between the lines
• Ask what the prospect means
• Beware of “wishy washy” words too.
• Get the real facts
#10 The Best Sales Presentation You
Will Ever Give, The Prospect Will
Have you ever given a presentation that left the
prospect needing to “think about it”?
• Telling vs. Selling
• Questions lead to discovery
• “Typically, when I talk to people in your situation,
the conversation revolves around A or B…..”
• Letting the prospect discover for themselves, before
• Questions vs. Demos
Partner, Sandler Training
225 Wireless Blvd, Suite 104
Hauppauge, NY 11788