Date post: | 08-May-2015 |
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Business |
Upload: | craig-klein |
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The Pillars of Sales Messaging that Drives Growth
Your Hosts:
Craig Klein, CEO, SalesNexus.com
18 years as a sales executive. Hiring,
training sales people. Developing lead
generation and business development
campaigns.
Michael Halper, CEO, Launch Pad Solutions,
Inc.
Author of “The Cold Calling Equation”. 20
years as a frontline sales, marketing and
customer service leader.
Forest Cassidy, CEO, LeadFerret.com
Millions of B2B contacts with emails, FREE
2013 Sales GrowthWebinar Series
The Pillars
Sales Messaging Strategy
Cold Call Email
Website Presentation
Introduction
Networking
What is Value
• Transfer of an intangible attribute from one party to another that has a positive net worth
• Could be at a personal level:– Making someone laugh– Teach someone how to do something– Being a good listener– Providing security– Making someone’s day easier
• At a business level:– Helping a business to save money– Helping a business to make money– Proving valuable information– Making someone’s day easier– Helping to save time
• It is not your product, it is what your product helps your clients to do or to achieve
Three Levels of Value
Technical Value
• Processes• Systems• Employees
Automation of manual processesImprove performanceDecrease time to perform workImprove reliability
Business Value
• Revenue• Costs• Services
Improve revenue / market share / close rateDecrease cost of goods sold / labor costImprove delivery of services
Personal Value
• Income• Career• Workload
Increased bonuses, commissionsRecognition and promotionsDecreased/increased workload
Identifying Your Value
Step 1: Identify a product / service, or featureProduct / Service
or FeatureFunction Technical Value Business Value Personal Value
Auto inventory replenishment
Identifying Your Value
Step 2: Identify what your product doesProduct / Service
or FeatureFunction Technical Value Business Value Personal Value
Auto inventory replenishment
Automatically submits orders to vendors based on inventory levels
Identifying Your Value
Step 3: Identify how that helps from a technical perspectiveProduct / Service
or FeatureFunction Technical Value Business Value Personal Value
Auto inventory replenishment
Automatically submits orders to vendors based on inventory levels
Decreases time spent ordering
Identifying Your Value
Step 4: Identify how that helps from a business perspectiveProduct / Service
or FeatureFunction Technical Value Business Value Personal Value
Auto inventory replenishment
Automatically submits orders to vendors based on inventory levels
Decreases time spent ordering
Decreases staff and labor costs
Identifying Your Value
Step 5: Identify how that helps from a personal perspectiveProduct / Service
or FeatureFunction Technical Value Business Value Personal Value
Auto inventory replenishment
Automatically submits orders to vendors based on inventory levels
Decreases time spent ordering
Decreases staff and labor costs
Improves work life balance
Identifying Your Value
Step 6: Repeat for additional products Product / Service
or FeatureFunction Technical Value Business Value Personal Value
Auto inventory replenishment
Automatically submits orders to vendors based on inventory levels
Decreases time spent ordering
Decreases staff and labor costs
Improves work life balance
Predictive demand forecasting
Predicts inventory needed based on historical data
Increases ordering accuracy
Decreases inventory costs
Improves end of year bonus
Management dashboard
Provides visibility across inventory and orders
Decreases time gathering information
Improves decision making and bottom line results
Improves promotion options
Identifying Your Value
Step 7: Summarize to arrive at your core valueProduct / Service
or FeatureFunction Technical Value Business Value Personal Value
Auto inventory replenishment
Automatically submits orders to vendors based on inventory levels
Decreases time spent ordering
Decreases staff and labor costs
Improves work life balance
Predictive demand forecasting
Predicts inventory needed based on historical data
Increases ordering accuracy
Decreases inventory costs
Improves end of year bonus
Management dashboard
Provides visibility across inventory and orders
Decreases time gathering information
Improves decision making and bottom line results
Improves promotion options
Inventory management software
Manages inventory levels and orders
Improves the ability to manage inventory
Decreases inventory and labor cost
Improves compensation potential
Qualify the Prospect
• Assessing prospects in two areas:1. How well they fit with what you have to offer
2. How likely they will be to purchase
• All discussions should include qualifying questions
• Soft qualifying questions– First contact
– Determine if it makes sense to keep talking
• Hard qualifying questions– First conversation/meeting
– Determine if the prospect and lead is real
Qualified Prospect vs. Unqualified Prospect
Qualified Prospect
Need to Purchase
Authority to Purchase
Ability to Purchase
Intent to Purchase
Unqualified Prospect
No Need to Purchase
No Authority to Purchase
No Ability to Purchase
No Intent to Purchase
Needs to be medium to strong in all Can have any of the following
2 Step Qualifying Process
Step 1 – Soft Qualifying
•To make sure it makes sense to meet and keep talking•Takes place in first contact
Step 2 – Hard Qualifying
•Identify if you can consider the prospect and lead are real •Takes place in first meeting
What is Pain
• Something not working well – Causing a negative impact
• Something could be working better – Results are not as good as could be
• Are things great, good, ok, or could be better ?
– Great or good: probably no pain– OK or could be better: likely pain
Three Levels of Pain
Technical Pain
• Processes• Systems• Employees
Slow, broken, or manual processesPoor system or employee performanceLack of reliability
Business Pain
• Revenue• Costs• Services
Low revenue / market share / close rateHigh cost of goods sold / labor costPoor delivery of services
Personal Pain
• Income• Career• Work Environment
Low bonuses, commissions, compensationNo recognition, no promotions / career pathHigh workload, poor work–life balance
Four Tactics to Uncover Pain
1. Rating questions
2. Give pain examples
3. Wish list questions
4. Disqualify
What are Objections
• A prospect’s best weapon– Mini stop signs
– Used to take control of the call and take it in a direction of their choosing
• Common Objections:– I am busy right now.– Who are you with?– What is this in regards to?– I am not interested.– Just send me some information.– We already use somebody.– We are not looking to make a change right now.– We do not have budget/money to spend.
Objections Handling Options
1. Comply
2. Overcome
3. Redirect
Building an Objections Map
• Tool to build to use as a guide for dealing with objections
• List out anticipated objections
• Formulate best responses
• Can include redirects and overcome responses
Build Interest
• High level product/service details
• Connect pain with value
• Communicate ROI
• Explain differentiation
• Share client story
• Paint a picture of the future state
• Discuss impacts of doing nothing
• Share company facts
Establishing Credibility
• Name Dropping
• Story Telling
• Lack of Availability
• Lack of Neediness
• Picture of Consensus
LeadFerret.com Search
If You Want More Help
• The Cold Calling Equation – Problem Solved– Available on Amazon - $15.95
• 10 Week Sales Prospecting Training Program– http://salesscripter.com/products/sales-training/
– 50% off coupon code: success
• SalesScripter– www.salesscripter.com
– Walk-through services available
• Send email to [email protected]
Access all Sales Growth Webinars
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SalesNexus.com/resources/webin
ars
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