Lowes Sales Training
Russell Cummings
www.shifft.com.au
10 October 2018

Previous Workshops

Frustrations
Wants
IdentityDemographics
Aspirations
Fears

Step #1: Define the
Customer Issues
Step #2: Brainstorm
potential elements
Step #3: Use these
to create a unique
product, service or
offer
Product Surround

Your Personal Brand Equation

Pre-work
Rapport
SPIN
Questions
Solution
Trial Close
Objections
Close
Next Steps
Anatomy
of a
Sales Visit

Anatomy
of a
Sales Visit
90 Day
Sales
Canvas

Agenda
• The Environment
• Spot Buying
• Mindset Changes
• Tool Set Changes
• Skills Changes
• Sales Resillience

High Performance Sales

Changing Environment

What are we seeing in the current
environment?

Exercise: Business Environment
Analysis
Suppliers Our Industry Channels/Direct
Customers
End Consumers
What changes are occurring in your sector that we need to be aware
of moving forward into 2019?

“If organisations, that depend on B2B Selling to be successful,
continue to utilise out-dated Sales models they will fail to realise their
full potential and will, in many cases, face extinction.”
Quote from Sales Shift 2020 from Banjar Group
The Shift in Sales

The Challenger Sale

• Greater business complexity and uncertainty is driving a shift in the way
customers buy
• Shift from Solution selling to Insight selling and beyond
What is the Shift in Sales?

Rise of the ‘Challenger’
salesperson
Source: Straligence, Adapted from CEB, The Challenger Sale, Arlington VA, 201

(44 attributes were tested)
1. Offers unique perspectives
2. Strong two-way communicator
3. Knows customer’s value-drivers
4. Knows the economic drivers
5. Confident in talking money
6. Can diplomatically pressure the customer
Challengers Key Attributes

• 19% of loyalty comes from your brand /
company
• 19% of loyalty comes from service delivery
• 9% of loyalty comes from price/value
• 53% of loyalty comes from the sales
experience
B2B Customer Loyalty

1. Teach
– Challenge assumptions
– Provide fresh insights about their market
– Genuine interest in the market
2. Tailor
– Knows customers value drivers
– Communicate the sales message to the context of the
customer and individual you are dealing with
3. Take Control
– Understand risk aversion of customers but still provide a clear
process for making a decision
– Spread relationships wider in an organisation to influence
decision making
– Comfortable discussing money
Challenger Sales person
defined by 3 behaviours

Spot Buyers
How can we address this emerging trend?

What is
Spot
Buying?
Reasons
Outcomes
Why?

Exercise:
Spot
Buying?
Reasons
Outcomes
Why?
1. What reasons do our
clients give or have for
moving to a spot buying
approach?
2. What outcomes are
they expecting?
3. Why are they doing
this? What is their
underlying motivation?
Use 5 Why’s technique to
answer the last the Q3 –
the Why question.

How do we
respond?
• What is our thinking?
• Why?
• What are the gaps?

The current gaps in
sales
CSO Insights Report 2018
The growing Buyer-Seller Gap

A. Sellers meet
- don't exceed
expectations
B. Sellers not
valued as
problem solvers
C. Seller not
engaged until
needs
identified and
options refined
D. I see only a
little difference
between Sellers
E. Seller meets
buyers
expectations
Trapped
in an
apathy
loop

Understand my business.
Know me
Demonstrate excellent
communication skills
Give me insights and
perspective
Focus on post-sale
What
Buyers want

We must SHIFFT or get
trapped on price?

High Performance Sales

Locus of Control

Confidence

TRUST = Credibility + Reliability + Intimacy
Self Orientation
Trust Equation

TRUST = Credibility + Reliability + Intimacy
Self Orientation
Trust Equation

Dealing with the volume of
customers
• “Not all customers are equal” so grade them and service accordingly
• Different “Call Cycles” or “Contact Programs”:
• A Customers – more personal contact. Regular calls and/or visits
• B Customers – less personal, more electronic e.g. Personal Video
• C Customers – minimal personal, more group electronic

High Performance
Sales
What sales tools do we need?

• 19% of loyalty comes from your brand /
company
• 19% of loyalty comes from service delivery
• 9% of loyalty comes from price/value
• 53% of loyalty comes from the sales
experience
B2B Customer Loyalty

Why Lowes?
Why should you buy from us?

• 19% of loyalty comes from your brand /
company
• 19% of loyalty comes from service delivery
• 9% of loyalty comes from price/value
• 53% of loyalty comes from
the sales experience
B2B Customer Loyalty

Exercise: What is our competitive
advantage from a sales perspective?
From a sales perspective:
• What do we do that adds value to customer?
• And, we do better than the competition?

High Performance Sales

Our CRM

Key Components –
Challenger Sales Process
Build Rapport
Teach and Listen
Discover – SPIN Questions
Reframe
Ask for the business

Teach and Listen
Structured conversations with context

• Review and update your client or prospect
research.
• Review current industry issues and trends
• Link and connect with them on LinkedIn, follow on
Twitter. Read latest 5 posts.
• Based on your understanding of them – build
potential packages and pricing.
• Think through your potential Discovery Questions.
Pre-work

Teaching & Listening
• Statement: These are 3 things/trends we are
seeing from our clients
• Question: Are these impacting your business?
What is the impact?

Exercise:
What are some industry insights?
3 things that we can teach a client in X industry

Discovery
SPIN Questions

SPIN
Questions

Reframing
Our most successful clients are…

Reframing
Reframe our customers objections

Exercise:
What are assumptions that
prospects make?
How do we reframe them?

What competencies do
I need to work on?

Professional
• Tactical Planning
• Analysis
• Judgement
• Follow through
• Independence
• IT Knowledge
• Team work
• Organised/Attention to detail
Business
• Customer Knowledge
• Product Knowledge
• Organisational Knowledge
• Organisational Vision &
Purpose
Behavioural
• Self Promotion (Call
reluctance)
• Energy
• Influencing & Sales Ability
• Oral Communication
• Written Communication
• Customer Service
orientation
• Goal Orientation
• Taking responsibility
• Resilience
Sales Competencies

Exercise: Self-Assessment

Resilience
The ability to bounce back from adversity

What is resilience?

Resilience
Positive
Mental
Models
Health
Diet,
Exercise,
Sleep
Stress
Management
Social
Support
Organised

Sleep
Cycle
8 Hrs

Stress Management
How do you manage stress?

Positive Mindset
• Adopt a Growth Mindset
• Understand the process
• Expect setbacks
• Be systematic

Adopt a Growth
Mindset
Are you glass half full or half empty?

Bill Gates Dec 15 review of book: Mindset (Carol Dweck)
“In experiment after experiment, Dweck has shown that
the fixed mindset is a huge psychological roadblock—
regardless of whether you feel you were blessed with
talent or not. If you have the fixed mindset and believe
you were blessed with raw talent, you tend to spend a lot
of time trying to validate your “gift” rather than cultivating
it. To protect your self-identity as someone who’s super
smart or gifted, you often steer clear of tough challenges
that might jeopardize that identity. Here’s how Dweck
puts it: “From the point of view of the fixed mindset,
effort is only for people with deficiencies…. If you’re
considered a genius, a talent, or a natural—then you have
a lot to lose. Effort can reduce you.””
https://www.gatesnotes.com/Books/Mindset-The-New-Psychology-of-Success
What you believe affects what
you achieve

Two
Mindsets

https://littlelearnersblog.wordpress.com/2014/03/04/mindset-the-new-psychology-of-
success/

https://littlelearnersblog.wordpress.com/2014/03/04/mindset-the-new-psychology-of-
success/
EXERCISE:
Which are
you?

Expect Setbacks
You know they are coming so be
mentally prepared

Be systematic
This is why:
• Pipelines
• Call cycles
• Training
Are really important

Our Pipeline

Think of an exciting opportunity you have in your area
of the business and apply the Belief Behaviour model
Belief Behaviour Model
How do I
change?

Belief Behaviour Example
Scenario
Activating
Event
Belief Behaviour Consequence
Negative
Mindset
Loss of Sale I’m a lousy
sales person
Avoids sales
calls
Low sales
Positive
Mindset
Loss of Sales Its part of the
process
Ramps up
sales activity
More sales

Takeaway Exercise
Think about an Event that you don’t
respond well to:
• What are the beliefs that run through
your mind?
• What behaviours do they encourage?
• What is the consequence?
• What belief do you need to replace?

Affirmations -
Replacing poor beliefs
• Create simple list of statements that
affirm the positive beliefs you aspire to
• max. 10 statements
• Add them to all your devices
• Stick them in prominent places“
• Examples:
• “I have a strong and powerful pipeline”
• “I win the majority of my quotes”

Organised

URGENT NOT URGENT
I
M
P
O
R
T
A
N
T
N
O
T
I
M
P
O
R
T
A
N
T
1
Trivia
Some Mail
Some phone calls
Pleasant actions
Time Wasters
Interruptions
Some phone calls
some mail
Pressing Matters
Popular Activities
Meetings
Reports
Crises
Pressing Problems
Deadlines
Build Relationships
Planning
Strategy
Training
Fitness
Family
Self
2
3 4
Covey
Category
2

Time
Management
Audit

MUST Do’s:
•Reduce wasted time on emails, web and social media
•Reduce amount of time with Team without reducing quality
•Increase time for strategy, marketing, sales and training
•Reduce hours worked
Travel not included
10 hrs per week
Productivity
45% chargeable
Personal days (excl
weekends)
3 days
My
Time
Audit

What are the 4 key
areas of activity that
you must focus on in
your business to be
successful?
Setup a “4
Things”
Framework”

My Daily Roster
1. Client work
2. Marketing & Sales
3. Strategy & Development
4. Build my capability

Exercise: Be Strategic
Exercise:
What are the Top 4 Things you MUST focus on in
order to achieve success?

Tips to Leverage your Time

www.focusboosterapp.com or Pomodoro Time apps
Pomodoro
Technique

Turn off
notifications

DON’T CHECK IT FIRST (OR LAST)

CHECK IT 3 TIMES PER DAY

Set up
“Rules”

MORE THAN 2 EMAILS
IN THE CHAIN - CALL

What other issues do you have with managing
your time and being organised?
Productivity
Issues

Summary
In conclusion

Exercise: Business Environment
Analysis
Suppliers Our Industry Channels/Direct
Customers
End Consumers
What changes are occurring in your sector that we need to be aware
of moving forward into 2019?

The Challenger Sale

What is
Spot
Buying?
Reasons
Outcomes
Why?

Understand my business.
Know me
Demonstrate excellent
communication skills
Give me insights and
perspective
Focus on post-sale
What
Buyers want

• 19% of loyalty comes from your brand /
company
• 19% of loyalty comes from service delivery
• 9% of loyalty comes from price/value
• 53% of loyalty comes from
the sales experience
B2B Customer Loyalty

Key Components –
Challenger Sales Process
Build Rapport
Teach and Listen
Discover – SPIN Questions
Reframe
Ask for the business

Resilience
Positive
Mental
Models
Health
Diet,
Exercise,
Sleep
Stress
Management
Social
Support
Organised

https://littlelearnersblog.wordpress.com/2014/03/04/mindset-the-new-psychology-of-
success/

Your
Plan

Planned Activities for 2018/19
• Notes and videos on elements of today - webpage
• 5 x webinars on sales topics – every 2 months
• First webinar lateNov/earlt December 2018
• Training Session – next October

Thank You
Russell Cummings
Business Consultant
M: 0414 929 585
W: www.shifft.com.au
E: russell@shifft.com.au

Thank You
Russell Cummings
Business Consultant
M: 0414 929 585
W: www.shifft.com.au
E: russell@shifft.com.au

High Performance Sales

High Performance Sales

Tailor
Meeting specific client needs

1. Teach
– Challenge assumptions
– Provide fresh insights about their market
– Genuine interest in the market
2. Tailor
– Knows customers value drivers
– Communicate the sales message to the context of the
customer and individual you are dealing with
3. Take Control
– Understand risk aversion of customers but still provide a clear
process for making a decision
– Spread relationships wider in an organisation to influence
decision making
– Comfortable discussing money
Challenger Sales person
defined by 3 behaviours

Takeaway: Build possible
Packages for different
scenarios
• Based on your understanding of the client build
a package of products and services.
• What objections could they have?
• How can you overcome the objections or
modify the Package in each case?

Takeaway: In-Field Challenger Sales