1. Creating Your Own Sales
Steps
Thom Finn, Business Coach

2. Creating Your Own Sales
Steps
Thom Finn, Business Coach

3. The Rules
• A Group Coaching Session, not a lecture
• Take what you need, leave the rest behind
• Ask “How Can I Apply This” not “This
won’t work…”
• Do not fear the noun “script”
• Leave here with an Action Plan
• Ask Questions and Interact
• Consumer Psychology

4. Creating Your Sales Step
• Review who is here
• Expert by necessity
– 1000 clients with skill but no organization
– Scattered, hit and miss,
• Poor/no follow up=40% lost sales
• Theory of the steps so you can apply
• Analogy of dating

5. Creating Your Sales Step
•
•
•
•
Repeating Case Studies
#1: Deck Builder Sales-B2C Product
#2: Business Coach Sales-B2B Service
#3: Software Sales-B2B-Product &
Service
• Goal: YOU each create your own rough
draft of sales steps

6. Case Studies Sales Steps: Deck
Builder
1. The lead arrives
2. Assessment
1.
2.
3.
4.
Listen
Time
Size
Price Range
3. Schedule a Visit
4. Email with Link
5. Visit
–
–
–
–
Listen
Walk the site
Picture Book
Agree on size,
options and price
range
– Discuss timing
6. Proposal
7. Close

7. Case Studies Sales Steps:
Business Coach
1. The lead arrives
2. Meet and Greet
1.
2.
3.
4.
Listen
Examples
Goals
Price Range
3. Schedule a
Diagnostic
4. Email link and
questionnaire
5. Visit
–
–
–
–
–
Listen
Tour
Discuss issues
Tentative Reccs.
Agree on size,
options and price
range
6. Proposal
7. Close

8. Case Studies Sales Steps:
Software Developer
1. The lead arrives
2. Phone Interview
1.
2.
3.
4.
Listen
Deliverables
Small Educate
Price Range
3. Schedule Interview
4. Email case studies
5. Visit
– Listen
– Discuss deliverables
– Agree on size, dates,
scope and price
range
– Discuss rough draft
6. Proposal
7. Close

9. Successful Dating Steps
1.
2.
3.
4.
5.
6.
7.
You catch their eye…
The 1st conversation…
The Coffee Date…
Going Steady…
Proposal…
Marriage
Growing the Family

10. #1: Catch Their Eye
•
•
•
•
They see you/you see them/you hunt them
Conversion Rate not Lead Generation
Increase the # of ways leads can come in
Breaking the Ice
– You be interesting with subtle hints OR
– A Good Line to get to the coffee date
– Reduce the Road blocks

11. 1: Catch Their Eye
• Same principle in business
Err on the side of too little small talk
Subtle hints; they ask “What do you do?”
Reduce the roadblocks
Know the source to know what worked, where
to fish
Separate the players, the wheat from the chaff

12. 1: Catch Their Eye Case Studies
Decks
Coach
Software
Pick Up*
Line
Do you haveuse-enjoy your
deck?
How did you get
started?
How much time
on paperwork?
Roadblocks
Full 50%, permits 4x a month only,
yearly contracts
100% web, SEO,
tech
Best Source Neighbors
Referrals
Funded Start
Ups
No Players
Know it All’s
Clueless
New Jersey

13. 1: Catch Their Eye Exercise
•
•
•
•
You Make it Work: Exercise
What’s a Good interest getting line?
What’s your Coffee Date Invitation?
2 Road Block you can eliminate-stop
doing
• Your 2 best Sources of leads
• 3 characteristics of players

14. 2: The 1 Conversation
st
• What are they thinking?
– aware of you?
– Prejudiced?
• Systemize this: Use of Scripts, forms and
systems
• True Purpose is Next Step only
• Avoid Rushing-too fast
• In dating, this looks like________

15. 2: The 1st Conversation Case
Studies
Decks
Coach
Software
They Think No idea of What IS
cost, I want this? $?
big
I know I
want X…
System
Script-price
Examples
right away
Overview,
deliverables
Avoid
Ego
minutia
Ego, talking Too
technical
range up
front

16. 2: The 1st Conversation Exercise
•
•
•
•
You Make it Work: Exercise
What are THEY thinking? Prejudiced?
Avoid these 3 things
Based on above, what goes into a script
guide

17. 3: The Coffee Date
• What are they thinking, aware of you?
• Guarded by fear of making mistake
• Systemize this: Use of Scripts, forms and
systems
• True Purpose is Next Step only
• Avoid Rushing-too fast
• In business, this looks like________

18. 2: The Coffee Date Case Studies
Decks
Coach
Software
They Think
Commit, unsure, He’s too
defensive, fear
smooth, I feel
of hassle
stupid
System
Process- they
talk first, past
successes
Shut Up!
Educate
Feel-FeltFound, how it
can help
Avoid
Rushing,
Winging it
WE, You
Need…
Look at
Me…
She just
wants 1 thing

19. 3: The Coffee Date Exercise
• You Make it Work: Exercise
• What are THEY thinking? Guarded?
Skeptical?
• Do these 2 things, Don’t do these 2 things
• Based on above, what goes into a script
guide-what do you ask? What’s an
opener? What’s your “go to move” or
phrase?

20. 4: Dating Going Steady
•
•
•
•
What are they looking for?
Sincere details, generosity, candidness
Talk of marriage up front
Systemize this: Use of Scripts, forms and
systems
• True Purpose is Next Step only
• Avoid Non Committal

21. 4: Dating Going Steady Case
Studies
Decks
Coach
Software
They Look
for
Honest,
directness,
accommodation
Intelligence,
experienced,
successful
Trust ability
maybe
likeability
System
Picture Book
and Website
“you remind
me of…”
Address “What
will your parents
think….”
Avoid
Bait and switch
vague
Breaking word
Withholding
the goodies
Trashing
competition

22. 4: Dating Going Steady Exercise
•
•
•
•
You Make it Work: Exercise
Their 1 biggest fear/Cold Feet :_________
You can be honest by discussing _______
To be clear about your intention of
marriage, you say______________
• You can show attention to small things by
__________
• How will you best handle Cold Feet?

23. 5: Proposing
• Do you WANT a proposal (no Players)
• “Why would you say no?” then address it
• Get verbal agreement on the key points in
your proposal
• Give them 2 options (only)
• Re state relevant hot buttons
• When can I get my answer?

24. 5: Proposing Case Studies
Decks
Coach
Software
Agree on
Key Points
$ Range size
material options
due date
Choices of $ top
goals,
deliverables
$ Range
specific
deliverables
2 options
differs by
Size material
options and
price
Frequency
and price
Functionality and
price
Re State
Hot Buttons
More expensive
but
maintenance
free
Cash Flow
sickness or
Burn out is gone
Automation
saves time

25. 5: Proposing Exercise
• What are they Key Points you must get
agreement on prior to proposing?
• What are 2 variables they can choose to
create 2 option proposals
• What are the top 3 most common hot
buttons or wants you should re state?

26. 6: Marriage=Closing
• Likelihood > with no surprise proposal
• He who talks first looses
• Smoothly put a ring on it; confirming
symbol
• Quickly move into execution with “next
steps”
• Avoid Remorse by clearing road blocks
• Be a good a spouse (separate coaching
session)

27. 6: Marriage/Closing Case Studies
Decks
Coach
Software
The Big ?
Do You want
your deck?
Can I be your
Coach?
Do you want to
go ahead?
The Ring
Signature
No Ring
Signature and
initials
Smoothly
Move
Let’s start now.
Schedule-30%
check. Can I get Work on x,y, and
z by session #1
that now?
Road
Blocks
Ill find out a
date…
Deposit means
Phase 1 done
by _______
Call to schedule Let me get back
to you with…

28. 6: Marriage/Closing Exercise
• Script out your Closing Question or
Statement
• What symbolizes the deal?
• What can you say/do/deliver that smoothly
moves to execution?
• What road block to getting started do you
be sure is gone?

29. 7: A Healthy Marriage
Fulfillment = Customer Service= Separate
Keep the Romance with authenticity
ACTIONS speak louder than Words
Execute, then Thank, Before you ask for
referrals or testimonials
Avoid Perceived Indifference
Add this relationship to your experience
trunk

30. Application
• Systemize your Sales. Step #1 is____, #2 is
_________,etc.
• Sales Steps=easier Prospect Management
– Prospect A is @ Step #5
– Prospect B is stuck @ Step #4
– 14 Prospects hit Step #1 this week
•
•
•
•
•
Make the First Move
Don’t be Cute or Cheesy
Don’t be Desperate
Don’t be a Stalker
Have a Game Plan

31. Closing
• Systemize your steps
• Write out your scripts
• Get some REAL Feedback
• Discussion
• Questions
– Ask specific questions on my feedback sheet

32. Creating Your Own Sales
Steps
Thom Finn, Business Coach