Barking exec summary

Executive Book Summary
Barking Up A Dead Horse
Tom Batchelder
The Summary in Brief
Progressive business leaders are struggling to win enough of the right kinds of new
business. They are tired of outdated, manipulative, aggressive approaches to selling
and negotiation. These people seek an environment where sales is a process of
efficient and meaningful conversations rather than a demeaning series of encounters
where they are begging prospects for business.

In Barking Up a Dead Horse, Tom explores an approach to sales and new business
development that blends sophisticated, real-world business strategy with a
deeper discussion about interpersonal psychology and finding meaning at work.
By examining and adjusting your thinking, language, and process at a deeper level,
you can grow your business and sell more without having to change who you are.

Perficency a sales and leadership effectiveness organization www.perficency.com

Are your efforts to grow your business working?
Be Yourself and Sell More
Most professionals make the whole process of sales or business development much too difficult and thus extremely inefficient.
What is most astounding is how difficult it is for individuals and organizations to recognize, accept, and correct these inef-
ficiencies on their own.

Today, more than ever, people want business relationships they can trust, that add value, that can be measured at the bottom
line, and that are also interesting, challenging, and rewarding at a personal and professional level. People are responding to
a more human, authentic approach.

Most professionals who are responsible for attracting, retaining, and growing new business struggle to achieve their full
potential. Even the most successful are leaving money on the table. Although every company leader and organization we
work with has their own unique set of sales challenges and opportunities, there are three common areas where most are
underachieving:

1. Not fully understanding, believing in, or effectively communicating your unique value.
Your unique value is what you naturally do well that your clients most value. The more effectively
you communicate this, without empty buzzwords, the less time you will waste, the more people you will help,
and the more you will get paid.

2. Not having a client engagement process that allows you to be in control.
He who has the most effective and disciplined process wins. Your process for engaging prospects is an opportunity
to differentiate yourself from the competition and avoid negotiating on price.

3. aving an emotional attachment to getting the business.
H
When you care more about getting the business than your prospect cares about solving their problem, you try to
persuade and pursue. When you are too attached to closing the deal, you waste energy and lose control of the process.

Most sales and sales training models are outdated and/or broken. I have created an approach that blends sophisticated,
real-world business strategy with a deeper discussion about interpersonal psychology and finding meaning at work.
Selling is something that most people hate to do, are inefficient at, or avoid entirely. By examining and adjusting your
Thinking, Language, and Process, you can grow your business and sell more without having to change who you are.

For a detailed view of this model approach,
visit our website: www.perficency.com


THINKING
Attachment to Ambiguity You Attract What You Define
Many business and sales professionals have told me that, at As you are looking for new business, make certain you are clear
times, they actually prefer ambiguity and fear clarity. If they about exactly what you are, and are not, looking for. What
don’t have a “No” then they are still in the game and can keep clients are currently fueling your business? What are the
doing things to persuade a prospect to buy. Most people who qualities of these clients? What clients, in turn, suck up your
sell are deathly afraid of “No.” I’m telling you, “No” is your time and energy, but contribute little to your bottom line?
friend. By NOT taking the steps needed to get the truth about Being clear about what bad business looks like can be as
what is going on and what your prospect is / is not open to, you important and financially beneficial as understanding what
create a recipe for wasted time and effort. Your primary job ideal business looks like.
is to get the truth from your prospects as early in the process
as possible. The more quickly and clearly you can categorize Below is an example of how a client of mine, a professional
you prospects (and clients), the more efficient you can be with services firm, defined what kind of clients they wanted more of.
where you spend your time and energy.
New clients that are the best fit for us are…
Categorizing Your Prospects • ig enough to afford us ($5-50 million business or high net worth individuals)
B
q Yes, they are open to talking now. • trong industry background overall, weak in business finance
S
q Yes, they are open to talking, but not now. • Profitable, growing, good capital base
q No, they are not open to talking now,
• Ethical
but may be at a later date.
• Willing to work with us as a team
q No, they will never be open to talking.
• Want to grow, care about the future
• Open to take risks (or at least not too risk averse)
Communicating Your Unique Value • usiness owner passionate about success of product and company.
B
To distinguish yourself from your competition, you must View their work as important (not just a job).
get beyond buzzwords and cliches and clearly express what • Willing to listen to our advice and apply it
is unique about the products and services that you offer. • o not complain about money / invoices and pay in timely manner
D
Often the best way to speak to this is to talk about why your
clients hired you: What was going on for them in their
business situation? What kinds of challenges were they facing • hat kinds of clients would you like to have more of?
W
or what opportunities were they were looking to capitalize on?
• hat is keeping you from defining, writing down, and
W
What were they open to? How did you help them change?
By sharing this information, you are showing your prospects talking about the qualities you want your clients to have?
how you’ve helped others rather than just telling them how you
could help them. Make it easy on yourself; stop selling, pushing,
Expectations
and performing - this is completely unnecessary.
As you are defining and clarifying the kinds of people and
companies you want to attract “more of,” it’s important
Some Buzzwords to Avoid to get comfortable with the idea that you have expectations
• World Class • Out of the Box
of your clients and prospects. Your business relationship
is not a one-way street. Just because they pay you for your
• Competitive Price • Cutting Edge
services doesn’t mean they have all the control and call all
• Full Service • Exceed Expectations
the shots. You have solutions and resources that are useful
• Passion • Market Leader to them. Your time and energy are valuable. The earlier you
• Customer Is King • Value Added orient them to this, with authentic confidence rather than
ego, the easier it will be to work with them moving forward.


Language
Effective Language
In my experience, most business professionals are lazy with enables you to move the process forward and waste less time
their written and spoken language. I believe we must be more with prospects that are not open minded.
disciplined about the words we use and the subtle messages
they send – especially since it’s harder to speak directly to Phrases That Create Space
someone these days and we are forced to rely on voice and
• You probably don’t know me…
e-mail to communicate.
• My intention is…

The most profound change you can make in your sales-related • Does that sound appropriate?

communication is to STOP doing and saying the things that • If you are open to…
put you in a “one-down” position (i.e.: a position of weakness, • This is what I know…this is what I don’t know…
“not good enough,” just happy to get the opportunity to win
the business, etc.). Review the list below and consider the
impact these words and phrases can have.
When you use phrases like these with strength and confidence,

people will be drawn to talk to you, to learn more, and to do
Phrases That Put You In a One-Down Position business with you.
“Please let me know if this sounds acceptable.”
The “I’m Going Away” E-mail
“I will call tomorrow to show you how we can help you win more business.”
We waste time and energy by holding on to prospects too
“Thank you for taking a few minutes to speak with me today.” long when it’s obvious that they are not motivated to act right
“ look forward to working with you.”
I now. Look at your pipeline of “lingering deals,” where you
(When there isn’t an agreement to go forward.) don’t know how things stand or your prospect won’t return
“Thank you for the opportunity to serve you.” your messages. Consider sending them what I call an “I’m
“Hopefully.” going away email” and see what happens. This will generate a
response 50% of the time—even if you had not heard from
“Please.”
them for weeks or months. Here’s an example from one

of my clients:
I believe in selling 180 degrees differently than most have been
taught. You can close more business by not selling, not pushing, An “I’m Going Away E-mail”
and not assuming. You just need to give enough information
to get the next meeting or move to the next step. Offer clear Rob,
and concise statements about what you do and who you do it The last time we talked you mentioned you were interested in getting
for. As quickly as possible talk about something that might
together to talk further and have me meet with some of your new Financial
draw your prospect’s attention and is relevant to their world.
Planners. Before doing that you wanted to discuss with your branch
This message must be delivered in an authentic, honest,
human way. I’m suggesting that you strip away all the b.s. and manager first. I sent an email at the end of August and I have not heard
be honest and direct with people. from you.

Creating Space to Get the Truth I’m going to assume that something has changed and this is not of interest
When you use words that create space with a prospect, you
to you at this time. If I’m mistaken, let me know. I’d be happy to schedule a
eliminate the wall that comes up immediately if someone
time to talk further with you. I’ll assume we are done for now, and wish you
doesn’t know you and isn’t sure what you want from them.
When you create space instead of pushing for what you want, nothing but the best. If at any point in the near future you’d like to talk,
you allow your prospect to meet you half way, which in turn feel free to email or call at 203-***-1093.


Process
Creating an Effective Process
While I can’t guarantee using this technique will always If you have experienced a prospect’s process for making
help you win the business, it will help clarify where the true buying decisions that is haphazard and inefficient, you have
opportunities are and what deals you need to purge from your an obligation to lay out other, better options. The stronger
pipeline, letting you move on to more promising situations. and clearer you are about your new prospective client engage-
ment process, the better chance you will have to keep control,
Key Questions be efficient, get the truth, and come to a mutually beneficial
There is nothing more important in the process of selling conclusion in a shorter period of time.
and serving clients than asking good questions. There are
some questions we are comfortable with and easily ask all Many of my clients struggle with the idea that they do not
the time. There are other questions that we think about have to blindly follow their prospect’s process, but rather can
but don’t ask. Why? Because we are uncomfortable. We don’t push back and offer their own process. Think of the time,
want to put anyone on the spot, appear rude, or are afraid of effort, and money wasted each time you follow a prospect’s lead.
the answer.
Ultimately, your client engagement process will be determined
In order to close more deals, you have to say things that by your organization’s specific needs and goals. Remember
your emotional brain will fear might jeopardize the deal and risk that this can be thought of as a list of things that must occur
making someone mad. In my experience, it’s actually more during each prospect encounter in order to move on to the
risky to NOT ask these questions. If you don’t have certain next step.
information early on in your process, you risk wasting time
and energy on opportunities that have little chance of ever Orient the Prospect Every Step of the Way
becoming new business. Change is hard for people and there are always forces of
resistance at play. The more structure you give a prospect the
better. People like to know what’s coming next and where they
Key Questions to Ask stand. Reviewing at each step where you are in the sales process
• Why is now a good time to be talking? Is there any reason
keeps everyone clear. Letting them know what to expect next
why now may not be a good time? keeps them calm.
• Related to _________ what is currently not working as well as you’d like?
Structure Spontaneity
• What is the cost of your problem?
Professional athletes, musicians, and other people at the top
• Why change? Why not keep doing what you’re doing? of their game talk about being “in the zone.” It’s the same
• Who else cares about this? thing in high stakes sales calls, business negotiation, and
presentations. To succeed, you need to be able to drop down
into the zone, where you are at a different level of awareness.
From this place there is less emotion and fewer distractions
from hyperactive thoughts. You are focused, present, and
your heart rate is normal.

Having a structured client engagement process leads to more
freedom. It frees you up to be more present, more sponta-
neous, more human, and more yourself. People must get a
sense that you understand them, can help them, and have
something unique to offer before they determine if they
want to do business with you. To effectively uncover and
convey these things you must be present - fully in the


Process (continued)
moment, not thinking about other things or worrying about
your next “move.” The more present you are with your
prospect, the more business you will win.

Learning Change
Get radically honest with yourself and those around you about
what really is working in your efforts to grow your business.
Most importantly, have an honest conversation about what’s
not working, without blame, fear, or judgment.

Set up a culture that supports and challenges you and your
team to execute new behaviors and get different results. Look
deeper than the surface symptoms and quick fixes. Is your
approach really getting to the heart of the matter? Does it
have a chance to create some level of sustainable change? Or,
is it just going through the motions, checking off boxes, and
having everyone robotically do what they are supposed to do
without true engagement or legitimately duplicated results?
Praise for Barking Up A Dead Horse
Everyone knows there is no quick fix. The true path to “Since reading Tom’s book I have been able to step back and address
sustainable success is through sticking to your system, the looming issues that face not only me, but everyone in sales.
repetitively and consistently, over time. His approach to business to business sales has helped me to establish a
process that qualifies prospective accounts earlier—resulting in less
time wasted with accounts that do not fit our model and focusing
more of my efforts and time with accounts that truly fit.”
— Matt Kistler, Insurance Sales Representative

“I was searching for a new language with which to speak to prospects
About the Author and clients that was aligned with our values and how we actually
Tom Batchelder specializes in coaching progressive business leaders conduct business. Tom’s book reintroduced me to a confident way
in the areas of sales excellence and life success. He has over 17 years of speaking and thinking that has positively changed our approach
experience in sales, management, entrepreneurship, and coaching. to sales and client management. The core language fundamentals
Working with Fortune 500® organizations and emerging small businesses, resonated so well with my client management team that every
Tom helps clients control their sales process, shorten selling cycles, employee now has a copy of the book and we practice Tom’s
and effectively increase profit margins. approach in our internal communications. Our new language has
motivated our employees and increased their confidence level.”
Tom received a B.A. in Communications from — Will Burke, CEO, Creative Director, Brand Engine
Indiana University and has completed extensive
graduate level studies in Counseling Psychology
at the California Institute of Integral Studies in Order copies of the book at
San Francisco. He lives with his wife Lisa and
son Nicholas in Indianapolis, IN. Learn more www.BarkingUpaDeadHorse.com
about Tom and his approach at perficency.com.


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