1. The Ultimate Event for Small Business Success.
The Selling Moment!
Getting there with dignity,
integrity and ease
Michael D Goodman
President, Revenue Kinetics, LLC
@goodmansales
2. The Ultimate Event for Small Business Success.
The Three Minute Sales
Drill
An easy way to
understand everything
important in sales
3. The Ultimate Event for Small Business Success.
• Based on the Solomon Sales System
• Creates Sales with dignity, integrity
and effectiveness
• Regardless of the buyer, sales cycle,
dollar volume, et al.
• Regardless of electronic or personal
sales process
The Three Minute Sales Drill
4. The Ultimate Event for Small Business Success.
• Tweet Sized “Proverbs”
on sales
• Easily digestible with a
powerful message
• Free subscriptions for
daily delivery at
RevenueKinetics.com
The Three Minute Sales Drill
5. The Ultimate Event for Small Business Success.
Solomon Says: “All of sales is a Return On
Investment equation. The sales happens when
the buyers perception of return is greater than
the investment.”
Risk
R O I
The Three Minute Sales Drill
WIIFM
6. The Ultimate Event for Small Business Success.
• Solomon Says: “Every relationship
in the world is dependent on three
things, trust, credibility and
Interest.”
R O I
T
C
I
rust
redibility
nterest
The Three Minute Sales Drill
Risk
WIIFM
7. The Ultimate Event for Small Business Success.
Solomon Says: “Motivation to action
lives in the gap between what we
have and what we want.”
R O I
T
C
I
The Three Minute Sales Drill
Current?
Ideal?
Delta?
Risk
WIIFM
8. The Ultimate Event for Small Business Success.
Solomon Says: “Selling like a professional means
always selling to what they want or need and
how much they want it.”
R O I
T
C
I
The Three Minute Sales Drill
Current?
Ideal?
Delta?
What they want
What they need
How much they want it
How they will feel
What it will do for them
How soon do they want it
What if they don’t get it
What does it cost
Do I believe the seller
How much time will it take
Is this the right answer
What else will I need
How do I feel
How will others feel
Risk
WIIFM
9. The Ultimate Event for Small Business Success.
The Selling Moment
The Selling Moment is the exact
moment of conversion.
– In the buyers’ mind, it is the moment
they realize what they are getting is
worth what they have to invest.
– Always, at its very root and often
invisible, is based on an emotional
payoff more than financial
– Four times more likely to be based on
something they want to avoid versus
something they want to gain.
10. The Ultimate Event for Small Business Success.
The Selling Moment
The 20 Second Prospecting Script
Trust: comes from permission to say no
to you in some form or fashion
Credibility : always comes from other
people through naming them, stories,
how many there are, how long you’ve
supported them and more
Interest: based on what you offer that
they want. Your “Unique Selling
Propositions” or “Value Propositions”
11. The Ultimate Event for Small Business Success.
Try it!
Choose two of your current customers
Choose the top three reasons they chose
you
Build an opening with both customer
names and all three reasons they
chose you, add a way for them to say
no.
The Selling Moment
12. The Ultimate Event for Small Business Success.
Current, Ideal, Delta
As simple as
What do you have now?
What do you want to have or want to avoid
How would you measure the difference
Must be converted to your own natural
style.
Is the single most important key to
conversion
Starts with their agenda
The Selling Moment
13. The Ultimate Event for Small Business Success.
Current, Ideal, Delta
Agenda Examples (Phone, Face to Face)
In the time we have, I want to cover what is
important to you. What would you like to
know most?
In addition to what you have already shared,
what is important to cover?
On this survey form, would you mind ranking
the order of importance to you the
following items
14. The Ultimate Event for Small Business Success.
Current, Ideal, Delta
Current Examples
You shared that ________ is
important right now, can
you tell me what is
happening with that?
What is going on with
______________?
Ideal Examples
When you thought about what
you would really like to
have, what did you come up
with?
15. The Ultimate Event for Small Business Success.
Delta Examples
On a scale of 1 to 10, where are
you now? (typically feelings
based question)
If you were to guess, how much
is that costing you a year?
Bonus question
What happens if nothing
changes?
Current, Ideal, Delta
16. The Ultimate Event for Small Business Success.
Current, Ideal, Delta
This is the pivotal point of every sales
effort
Done well;
It loads up the Return side of the ROI
equation
Builds enough trust and credibility to
convert
Improves conversion rates
Takes out the competitors
Stops pipeline bloating
Strengthens every relationship
Current, Ideal, Delta
17. The Ultimate Event for Small Business Success.
Nurture your prospects
Taking advantage of the timing
gap
18. The Ultimate Event for Small Business Success.
Sales Structure
Good – (Circa 2001)
Opportunity Sales Post
Discovery Prosecution Sale
Better – (Circa 2008)
Find Sign Support
19. The Ultimate Event for Small Business Success.
Sales Structure
Best – Today
New from Infusionsoft!
21. The Ultimate Event for Small Business Success.
Nurture & Qualify
“Nurture” bridges the gap between
“Attract” and “Sell”
We often find prospects whose timing
isn’t right
Nurturing allows us to;
Develop the relationship with the prospect
Discover their qualifications to buy
Maintain “Top of Mind” awareness
22. The Ultimate Event for Small Business Success.
Converting a sale is like building a jigsaw puzzle
Every sale consists of the “pieces”
Understanding the pieces drives focus
Great nurturing includes discovering puzzle
pieces
Automated Drip Campaigns
Regular conversations
Nurture & Qualify
23. The Ultimate Event for Small Business Success.
The Puzzle Pieces for all sales
conversion
Nurture & Qualify
Critical Recognized Specific
Wherewithal Leadership Credibility
Suitable Advantage Timeliness
24. The Ultimate Event for Small Business Success.
• Critical = Motivation to buy
• Recognized = They know it
• Specific = Buyer belief in Return over
Investment
• Wherewithal = Buyer side resources
to advance
• Leadership = Choice and intention to
act
• Credibility = Buyer belief in our
capability
Nurture & Qualify
25. The Ultimate Event for Small Business Success.
Suitable = Our offering
resolves Motivation To
Buy
Advantage =
Differentiators over
competition (including
choice to do nothing at
all)
Timeliness = Our decision
to continue or stop
Nurture & Qualify
Critical Recognized Specific
Wherewithal Leadership Credibility
Suitable Advantage Timeliness
26. The Ultimate Event for Small Business Success.
20%
Initial
Connectio
n
Attract
brings
you here
20 – 80%
Qualify /
Nurture
Resolves
Timing
Closes sale
80 – 100%
Closing
Mechanics
Starts
Implement
Nurture & Qualify
27. The Ultimate Event for Small Business Success.
Making it all work
That all sounds nice, now
how?
28. The Ultimate Event for Small Business Success.
R O I
WIIFM
Risk
T
C
I
Curren
t?
Ideal?
Delta?
Putting it all Together
29. The Ultimate Event for Small Business Success.
Putting it all together on the Attract
side
Trust makes it safe to do business with
you
Comes from giving them permission to say
no
Allows proper consideration of your value
in live conversations
Credibility proves capability to deliver
References happy customers
Success stories and testimonials help
Reduces buyers perception of risk
Putting it all Together
30. The Ultimate Event for Small Business Success.
Putting it all together on the Attract
side
Interest offers what you have that they
need
Their need pulls them into relationship
Your value proposition based on your
offerings
Irrespective of live or electronic
Must be engaging or desirable to them
Includes call to action for next step
Putting it all Together
31. The Ultimate Event for Small Business Success.
Example: Infusionsoft Web
Advertisement
Trust (Your choice to see
the video or not)
Credibility (Reference
others)
Interest (Value Proposition)
Putting it all Together
By clicking on the ad, you are choosing to learn more
instantly proving your value as a prospect. The link
takes you to… A web form. Go figure.
32. The Ultimate Event for Small Business Success.
Example: Infusionsoft Web
AdvertisementTrust (Web form, you choose value or not)
Credibility (Reference others)
Interest (Value
Proposition)
Putting it all Together
33. The Ultimate Event for Small Business Success.
Putting it all together on
the Conversion or “Sell”
Side
Current is asking the
prospect what is
happening now
Ideal asks the prospect
what they want or want
to avoid
Delta asks them to measure
the difference between
Putting it all Together
34. The Ultimate Event for Small Business Success.
Putting all together on the
Conversion or “Sell” Side
Measuring the difference matters
because;
It calls to mind the degree of motivation
they are feeling
Allows them to recognize the motivation
they have
Brings it all together at one time in the
buyers mind
Drives the buyer to take action (or if it
doesn’t, the buyer likely wasn’t qualified)
Putting it all Together
Critical Recognized Specific
Wherewithal Leadership Credibility
Suitable Advantage Timeliness
35. The Ultimate Event for Small Business Success.
Presentation Pathway
How to run a face to face sales meeting
$ $Relation
Trust
Credibility
Interest
Issues
Timing
Yes / No
Agenda
Moto
Mapping
Current
Ideal
Delta
Budget
Yes
No
What now
Process
Who
How
Presentation
Motivation
Differentiators
Critical Recognized Specific
Wherewithal Leadership Credibility
Suitable Advantage Timeliness
36. The Ultimate Event for Small Business Success.
Key concepts to effective conversion
Take your time with Current, Ideal,
Delta
Most sales people get nervous and rush
through this.
Listen. No really, listen, when they
answer
Sales people fail here more than anywhere
else
Not the time to think about your next words
Done right, builds powerful trust excluding
competitors
Next question should be based on what they
Putting it all Together
37. The Ultimate Event for Small Business Success.
Exercise, Listen, Really listen.
Putting it all
Together
38. The Ultimate Event for Small Business Success.
Questions?
Free Resources for this presentation
at
www.RevenueKinetics.com
Putting it all
Together
39. The Ultimate Event for Small Business Success.
ICON14 The Selling Moment!
Getting there with dignity, integrity and ease
Michael D Goodman
President, Revenue Kinetics, LLC
@goodmansales
Hinweis der Redaktion
WelcomeInteractive and participatoryFront row = million dollar producers.Audience bondingWhen you chose this track, there was information you were hoping to get from it, what is that? Hold this question for legitimate answers.
Three Minute Sales DrillBased on Solomon Sales SystemDesigned to work effectively, with dignity and integrity;Regardless of the buyer, the sales cycle length, the dollar size, or most other sales variables. Especially regardless of whether or not the sales effort is electronic or face to face.For use by early career sales people, has proven very effective for seasoned sales professionals and whole sales organizations as well.
Organized for easy comprehension and use into Tweet-sized proverbs on salesSolomon Says: "All of Sales is a Return on Investment equation, the sale happens when the buyers perception of return exceeds the investment."Return equals WIIFM or what's in it for me. What do I get?Investment equals "What risk do I have to take?" to get that Return. In this case Risk or Investment is not just money but all of the time, energy, effort or infrastructure required for the buyer and their team to implement your solution
Organized for easy comprehension and use into Tweet-sized proverbs on salesSolomon Says: "All of Sales is a Return on Investment equation, the sale happens when the buyers perception of return exceeds the investment."Return equals WIIFM or what's in it for me. What do I get? The only reason anyone ever makes a choice to do something, it is because they get something they want.Investment equals "What risk do I have to take?" to get that Return. In this case Risk or Investment is not just money but all of the time, energy, effort or infrastructure required for the buyer and their team to implement your solution
Solomon Says: "Every relationship in the world is dependent on three things, trust, credibility and interest.“Trust and Credibility live in the "O" of ROI because it rolls around on the scale. It starts out as an Investment the buyer must make in the seller but then rolls to the Return side of the equation making it harder for a competitor to get in the door.Interest is simply what we do that has value for our prospect and the weight of it drops right to the R in the ROI equation.based on their wanting what it is you have.
Solomon Says: "Motivation to action lives in the gap between what we have and what we want (or want to avoid.)“These are the power questions of any dignified, integral sales effort.What do you have now? -CurrentWhat do you want (or want to avoid?) -IdealHow do you measure the difference (or Delta?) -DeltaAnd to really bring it home, what happens if nothing changes?The Delta drops right to the return side of the equation also.This is the essence of "Needs Analysis" or understanding the buyers motivation to buy.Effectively asked only with the understanding we are attempting to serve the best interest of the buyer.When asked well, and more importantly, when you listen to the prospect, you build sufficient trust and credibility to close the deal.
The Selling MomentThe selling moment, or the exact moment of conversion, is that point in the buyers mind, where all they will receive on the R side of the equation is more valuable to them than the Investment side, or the Risk side of the equation.Unfortunately it is a moment in time that is invisible to the naked eye. We never see when it happens.Working to build our value to ten times the investment will provide a better return than banks or most investments making us a good choice.Some sales people discount their price to improve the buyer value. That is a lot like drinking seawater to slake your thirst in a raft on a deserted ocean.It looks like a good idea. It will kill you.Reducing your price reduces the buyers belief in your value and more importantly, your own belief in your value.Reducing price reduces the cap rate value of the company you work for, your valuation.Reducing price makes it harder to provide high quality service or to move back to the value you believe you offer.Far better to help the buyer recognize the value you bring to them, over your competitors and over the choice to do nothing at all.Think about the last car you purchased and why you purchased it. You likely had a car or if not that would be its own reason to want one, right? What was going on with the car you were driving before the one you bought? What was happening that you wanted to change? The questions you were asking yourself prior to choosing to go ahead and buy your new car were very much like the buyers questions.The questions they are asking themselves on the return side of the equation include but certainly are not limited to: What do I want What do I need How much do I really want this thing? How will I feel when I get it? How soon do I need to have it? And the killer question, What if I don’t get it?On the Risk side of the equation the questions you need to answer are What does it cost Do I believe the seller How much time or effort of mine will it take to do this Is this really the right answer Is there something involved I haven’t figured out or thought of yet How does this purchase make me feel? How will my boss, my wife, my employees, my friends or dozens of other people feel about this
The 20 Second Prospecting ScriptTrust: comes from permission to say no to you in some form or fashion How hard in 20 seconds would it be to slip in something like, “I don’t know if this has value to you.” or “Would it make sense for us to talk about this?” “Perhaps there is a better time to mention it.”Credibility : always comes from other people through naming them, stories, how many there are, how long you’ve supported them and more We don’t have time for full blown testimonials or referrals Can reference the person who recommended us if available – Very powerful In some cases, names cannot be used, where confidential or mandated by law like financial planners. In those cases, length of time in business, ranges of value or client volume makes a difference. Ideally, referral, then Marquee value clients, then range or client volume in order.Examples; “Our friend Michael Goodman, mentioned I should speak with you.” “For clients like Clate Mask, Seth Godin or Simon Sinek, we have been able to prove …” “For the last 5 years, over 23,000 small business owners have found …”Interest: based on what you offer that they want. Your “Unique Selling Propositions” or “Value Propositions”The fastest and easiest way to figure this out is think about the last ten people who purchased from you. Then think about the real reason they purchased from you versus someone else or doing nothing at all.Odds are you will find there are really only generally 3 to 5 primary reasons they choose you. Those reasons could include your differentiators, the way you have proven to manage their issues, your trust worthiness or credibility in the marketplace or something else. Still typically you will only find a limited number of overall reasons.Pick the three most powerful reasons they do. That is, the three greatest reasons a buyer would reach in their pocket, pull out money and give it to you.Examples; For a web developer. “We work hard to understand your vision, be responsive to your timing and budget and deliver on time.” For a coach or consultant, “My clients have received faster results, at much higher levels with a lot less heartache and headache than they thought possible.” For a marketing software company, “We grow sales, save them time and help them get organized.”
Build an example with two or three people in the room.Have them try it on their own.
Trust, Credibility , Interest (Or TCI) are what we use to get people to speak with you in the first place. It is specifically designed to reduce the flight or fight energy our prospects must experience in talking to us in our sales mode.To really power up our conversion rate, we use a different language structure called Current, Ideal, Delta.This is far better suited for a face to face or phone call exchange rather than electronically via emails or other means, however it can be done.CID calls into the buyers mind all the reasons they want to make a shift of some sort and just how much they want that shift.By answering your reasonable questions of understanding their need, they, and you, recognize how important a shift is (or is not).Most importantly however, when done well, with listening more than talking, you build huge trust and horsepower to close the deal. This is where you win or lose any deal you’re working on and you never have to ask a closing question.It starts simply by confirming what THEIR agenda for your conversation is.
I first wrote this model in 2001 and realized the structure of sales was broken up into 3 major phases of sales. I called them Sales Prosecution, Opportunity Discovery and Post Sale. This was good because it identified the processes.A marketing partner I had gave me a hard time about my names and shortened it to Find Sign and Support. Ok, I can be educated about simplicity.Within the last month or so, the smart marketing people at Infusionsoft came up with not just a simple breakdown of the three elements but used more powerful words and images to convey the concept.
The new Infusionsoft model is short and sweet. Attract, Sell, Wow.
"Nurture bridges the gap between Attract and Sell.“The greatest difficulty with our "Attract" efforts is that we often attract people who aren't ready to buy. The timing isn't "Right now." Nurturing allows us to build top of mind awareness until the timing accelerates to right now.A well designed nurture process also allows us to gather "qualification jigsaw puzzle" information to foster the selling moment.
This model is called the PainPowerFit model developed originally by a handful of VP’s of Sales from Oracle Corporation.Their specific question was, “When any transaction comes together and we win it, what different things did we have to find to win?” In that retreat they found 27 different items. My friend, John Buie who was in that meeting later distilled the answer to 9 different items. John is the founder of SalesTraction, Inc.When we are in the sales cycle with any prospect, these are the nine items that must be resolved for the conversion to happen. When a sale does happen, the buyer has sufficiently resolved them for their purpose.EVERY INTERACTION WITH A PROSPECT IS AN OPPORTUNITY TO DISCOVER ONE OF THESE PUZZLE PIECES.
Let’s understand the puzzle pieces.Critical is nothing more than knowing what their motivation to buy is and how much they are motivated. It is often called “Pain” or “Dominant Buying Motive” It is the key to the whole sale. If the prospect has no motivation to buy than any further effort on behalf of the prospect is wasted. If the motive isn’t sufficient, then the whole deal falls apart easilyRecognized means they know they have to motive and how powerful that motive is. Have you ever had the experience of going to the grocery store for 3 or 4 items and completely forgetting what you went for by the time you get there? Picture your buyer with all of their daily demands for attention and how difficult it would be to remember why they even started talking to you in the first placeSpecific means they have an understanding of all their buying motive and whatever it takes relative to cost, time, effort for themselves and their people to solve their buying motive and they are still willing to move forward. They have solved the ROI equation to fix the problem.Wherewithal means they know where the money is coming from or any other resource required to do the dealLeadership is the one person who by making a choice to move forward carries all the rest of the folks AND they have intention to act.Credibility means they believe we have the capacity to solve their issue.
Suitable means our solution for them solves their motivation to buy and they know it and we know it.Advantage refers to how well we solve their motivation to buy against competitors. This is trickier than it looks because competitors could include people we never thought of like a car mechanic fixing the vehicle instead of the choice purchase a new one. Timeliness is whether or not it makes any sense to spend any more time on this transaction and it is completely our decision. If the buyer is not cooperative, odds are they don’t have the motivation they originally did. If they lose motivation than you may be chasing a non qualified deal.
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