1. ‘Selling 101’ – Sales for
non-salespeople
Andrew Rudin,
Managing Principal,
Contrary Domino Partners
www.contrarydomino.com
703.371.1242 (mobile)
arudin (at) contrarydomino (dot )com

2. Who is Andy Rudin,
and why is he here?

3. Influence someone to adopt your cause
or point of view?
Hold a stimulating conversation with
someone you just met?
Win something you compete for, and
enjoy the experience?
Rebound purposefully from a loss or
setback?
Demonstrate empathy?
Intentionally help someone else to
succeed at something?
Make decisions that are ethically
correct even when they aren’t in your
financial best interest?
Can you . . .

4. Key Problems to Solve
a)What does your customer want
to buy?
b)How does he or she want to
buy?
c)How do you make that as easy
as possible?

5. A few sales myths . . .
“We basically need someone to just
open some doors for us . . .”
“Our firm’s reputation sells itself.”
“There are no direct competitors for
what we do.”
“I’m not that good at selling.”
“Sales is really just a numbers game.”

6. “The purpose of a business
is to create a customer.”
Peter Drucker

7. Basic Marketing
Process
1. Learn what your prospects want (outcome).
2. Figure out how to deliver it.
3. Tell them that you did.

8. Revenue-
generating
systems

9. Revenue-
generating
systems
Buying Systems
Gap
(cost)

10. Revenue-
generating
systems
Buying Systems
Gap
(cost)
Friction
(cost)

11. Sales Cycle (versus?)
Buying Cycle
1. Service design
2. demand
generation
3. engagement
4. sales closure
5. delivery
1. need recognition
and problem
awareness
2. information
search
3. evaluation of
alternatives
4. purchase
5. post-purchase
evaluation

12. What are the assumptions?
What’s not represented?
What are the flaws of this
model?

15. “They have a lot of other projects on the plate right now.”

16. “They told us ‘we’re in the hunt’!”

17. “We learned that they plan to meet with our competitor.”

18. “They’d like to see a demonstration of our product.”

19. “With their new acquisition, they’ve reprioritized.”

20. Opportunity Funnel

21. Are you ready . . . ?

22. How to Ignite Sales Conversations
• Approachable
• Positive intent
• Kindred interest
• Mutual curiosity
• Potential value
• Transparency
• Honesty
• Purpose

23. It’s 12:48.
Let’s go! Sure. Fine
with me!

24. 7-Item Sales Call Safety Checklist
(Answer yes/no/or maybe)
 I know the outcome or result my
prospect is seeking from this meeting.
 I am bringing knowledge and
resources that my prospect is likely to
value.
 I know what needs to be learned.
 I have situational awareness.
 I have visualized the successful
outcomes for this opportunity.
 I have planned for what to do in the
event something doesn’t follow the
expected path
 I am 100% mentally present.

25. Information about prospect company
Knowns
Unknowns
Assumptions

26. Information about prospect company
Knowns
Unknowns
Assumptions

27. The Goal: know the right things—not
“everything you can!”
Information about prospect company
Knowns
Unknowns
Assumptions

28. “There are no facts in
the building.”

29. Qualification:
Figure out greatest risks . . .
• My solution might not be valuable
for this client . . .
• I might not be able to get access
to the people who have the ability
to take action . . .
• My prospective client might not
have the financial resources to
purchase and implement my solution .
. .
• My prospective client isn’t
motivated or doesn’t have the will
to solve the stated problems. . .

30. 5 Key insights do
discover
1.Situation
consequence, impact
2.Network
3.Motivation
4.Attitude/Sentiment
5.Vision

31. “A problem well defined is
half-solved.”
1.Is access water a human right?
2.Is it ethical for companies to
profit from selling water?
3.How do we get water to people who
need it?

32. How to Discover Capability
Gaps
As Is To Be
gap
Projects
Projects,
Prioritized
1.
2.

33. Resonate Differentiate Substantiate
The “Three-Legged Stool” for Sales
Conversations

34. Resonate Differentiate Substantiate
Lots of people are calling
us about this.

35. Resonate Differentiate Substantiate
This seems risky.

36. Resonate Differentiate Substantiate
Send us your brochure and
pricing, and we’ll get back
to you.

37. Resonate Differentiate Substantiate
Great . . . But it’s not
something we’re
worried about.

38. Resonate Differentiate Substantiate
. . . I wonder if the kids
remembered to feed the
dog this morning . . .

39. Resonate Differentiate Substantiate
I’ll set up a time to meet
next week so we can
discuss this with our EVP
for business strategy.

40. Conversation points
Resonate Differentiate Substantiate Outcome
Resonate X X “Lots of
people are
calling us
about this.”
Resonate Differentiate X “There’s too
much risk!”
Resonate X Substantiate “Send me your
brochure
and/or
pricing, and
we’ll get
back to you.”
X Differentiate Substantiate “Great , but
that’s not
us.”
X X Substantiate Not really
listening

41. Selling’s Do’s and Don’ts

42. Do: make inquiry and discovery a centerpiece of
your sales appointments.
Don’t: Rely on show and tell, and walk away
without knowing what your client really wants.
Do: see the world through your client’s eyes.
Understand the outcomes your client seeks—not just
the product features.
Don’t: assume that your client cares about your
company or your products.
Do: make your motivations transparent, and insist
on transparency in return.
Don’t: create an environment that stifles candor
and honesty.
Do: respect your client’s decision options
throughout the sales process.
Don’t: assume only one possible outcome for your
sales engagement.

43. Time for questions . . .
Andrew (Andy) Rudin
703.371.1242
arudin(at)contrarydomino(dot)com