Slides for presentation to True Point 12-04-15.

1. STRATEGIC SELLING!

2. DRIVE
CAREFULLY!

4. DRIVE
CAREFULLY!

5. 76percent actually complied
with the second request
(versus 17 percent without prior request)

6. FOOT-IN-THE-DOOR TECHNIQUE

7. “YES”
BIG
SMALL

8. of

9. Dean Rieck
“Influence and Persuasion: The Rule of Consistency”
“Consistency is beneficial, a
practical survival skill in a
complex world.”

10. DECISION

12. FIRST
REQUEST
• Small enough favor so the
person is likely to agree
• Big enough so the person
feels good about doing it
• The request should serve
a meaningful purpose
• Should be completely
voluntary (no financial
incentive)
• Best requests improve
person’s self-image (i.e.,
helping others)

13. “Like us on Facebook.”

14. “Would you look at a new product
sample and give me your opinion?”

15. “I see you’re an active networker
on LinkedIn. Do you have a
phone number for…?”

16. SECOND
REQUEST
• Should be similar in nature
to the first request
• Timeframe between two
requests is unimportant
• Even more effective when
a different person asks for
the second – but related –
favor
• It’s beneficial to mention
that others are also helping
by agreeing to the second
request

17. “Would you arrange a lunch
meeting to introduce me to…?”

18. “The foot in the door
technique works by
…people
often look at their own
behavior to decide what
their beliefs are.”

19. FOOT-IN-THE-DOOR TECHNIQUE

21. 1. The best time to reach a
decision maker is early in
the morning, before the
secretary arrives. (Second
best time is 1:30 p.m., when
the secretary is at lunch.)

22. 2. “I’m sorry to interrupt you.”

23. 3. “I wonder if you could help me.”
[pause]

24. 4. “Did I catch you at an okay time?”

25. 5. Never assume you’re not
talking to the decision maker.

26. 6. Cold calling produces a
multiplier effect; everyone you
speak to becomes a resource.

27. 7. “Would Tuesday be okay, or
would Wednesday work better?”

28. 8. Always ask a question in the
initial two or three sentences to
engage the other person in the
conversation.

29. 9. Avoid saying, “Hi, my name
is…” That’s a sure signal that
this is a cold call. Say,
“George Brymer from The
Image Group here,” instead.

30. 10. If you can’t determine who
in a company to call, ask for
the sales department. They will
understand.

31. BONUS. Ninety percent of
executives do not answer the
phone; therefore, have a
voicemail script ready.

32. “Please listen carefully, as
our menu has changed.”!

34. Erica Feidner!
The Piano Matchmaker!

35. Feidner sold more
than $40 million for
Steinway & Sons in
eight years. Steinways
sell for $2,000 to $152,000.

36. by referral only!

37. THOSE WHO CAN
THOSE WHO CAN’T

38. “After they meet her many
soon find themselves in the
grip of musical ambitions
they never knew they
harbored.”
James B. Stewart, The New Yorker

39. psychological
adventure

40. “If it’s not a great fit
for the client, I
refuse to sell it.”
Erica Feidner

41. Inc. Magazine
“Having been branded an
expert, Feidner finds it’s much
easier to close deals.”

42. WHICH SALES
METHOD IS
BEST FOR YOU?

43. diagnostic
SELLING

44. “Most salespeople lean on
establishing credibility through
presentations about their
company, it’s reputation, and
the wonderful products and
services it provides.”
Jeff Thull, “Diagnostic Conversations: The
Optimal Source of Differentiation,” Inc.com

45. present immediately
Our tendency is to
and offer solutions we
presume match our
customers’ needs.

46. Before you can provide your
customer a solution, you need
to properly diagnose that
customer’s challenges.

47. “Diagnosis is meant to
maximize the customer’s
objective awareness of
their dissatisfaction.”
Jeff Thull

48. Where does it hurt?
How badly does it hurt?
How long has it hurt?

49. Customer
Pain Types
! High costs
! Poor quality
! Boredom
! Time constraints
! Feeling neglected
! Unfavorable results

50. Jeff Thull
“The beauty of [diagnostic sales]
is that it allows you to guide the
customer through the process
without ever resorting to the
‘sales techniques’ that customers
find so distasteful.”

51. For change to occur,
an individual must
believe that any
pain caused by
change is less than
the pain caused by
not changing.

52. “Our ability to understand customers’
problems and help them understand
their situation more clearly will set us
apart from the competition.”
Jeff Thull

53. relevancy

54. On the other hand…

55. 57percent of each purchasing decision is
made prior to contacting a supplier
SOURCE: Adamson, B., Dixon, M., & Toman, N. (2012). The end of solution sales.
The old playbook no longer works. Star salespeople now seek to upend the customer’s
current approach to doing business. Harvard Business Review.

56. Adamson, Dixon, and Toman
“Sales reps are adept at selling
‘solutions,’ but customers have
become skilled at finding their
own; they don’t need reps as
they once did.”

57. WAY AHEAD
OF YOU
• Researched
possible solutions
• Ranked their
options
• Set supplier
requirements
• Benchmarked
pricingSOURCE: Adamson, B., Dixon, M., & Toman, N. (2012). The
end of solution sales. The old playbook no longer works. Star
salespeople now seek to upend the customer’s current
approach to doing business. Harvard Business Review.

58. Our customers are coming to
the table armed to the teeth with a
deep understanding of their
problem and a well-scoped RFP
for a solution. It’s turning many
of our sales conversations into
fulfillment conversations.
–High-tech company CSO

59. How are successful
salespeople responding?

60. 1. They’re changing their
views of what makes an
ideal prospect.

61. POTENTIAL
TO CHANGE.

62. Companies facing
regulatory reform,
acquisition, change
in leadership, or any
other organizational
turmoil.

63. “Mobilizers…don’t want to be
asked what keeps them awake at
night; they’re looking for outside
experts to share insights about what
their company should do.”
- Adamson, Dixon, and Toman

64. Seek not advocates.

65. WARNING: !
Be prepared for
pushback.!

66. If the customer isn’t
skeptical and doesn’t push
me, then either I’ve done
something wrong or she
just isn’t serious.
STAR PERFORMER

67. 2. They’re rewinding the
decision-making clock.

68. For example…

69. Average reps see RFP invitations as
promising opportunities.

70. “Here’s our response to your RFP.
You can read that on your own. I’d
like to spend my limited time talking
about three things not included in
your RFP that I think should have
been – and why.”!

71. “The star sales rep uses the
occasion to reframe the
discussion and turn a
customer with clearly defined
requirements into one with
emerging needs.”
Adamson, Dixon, and Toman

72. 3. They’re teaching
customers how to buy.

73. “Whereas most reps rely on
a customer to coach them
through a sale,
Adamson, Dixon, and Toman

74. Salespeople can often
educate buyers about
purchasing procedures,
possible objections, and
internal politics.

75. “For sales, this isn’t just
another long, hot summer;
it’s wholesale climate
change.”

76. WHICH SALES
METHOD IS
BEST FOR YOU?

77. David Ogilvy
The Father of Advertising!

78. EARLY
DAYS
! Born in England in 1911
! Dropped out of college
! Moved to Paris where he
worked in a hotel kitchen
! Returned to England to
sell stoves door-to-door
for Aga Cookers
! At age 24, wrote a sales
manual for Aga that
Fortune called “probably
the best sales manual
ever written”

79. Ogilvy sometimes wore
his chef’s uniform from
his Paris restaurant stint
when selling stoves.

80. “The more prospects you talk
to, the more sales you expose
yourself to, the more orders
you will get. But never mistake
quantity of calls for quality of
salesmanship.”
David Ogilvy

81. Ogilvy & Mather

83. Hathaway’s shirt sales
doubled in five years.

85. Don’t leave home without it.

86. “We sell – or else.”

87. “In the modern world of
business, it is useless to be
a creative, original thinker
unless you can also sell
what you create.” Ogilvy

88. The Business of Selling
David Ogilvy believed that the
purpose of advertising is to sell.
Therefore, the job of advertising
professionals is to create solutions
that improve their customers’ sales.

89. “Well, may I know the formula?”

90. DOVE is one-quarter cleansing cream.
It creams your skin while you wash!

91. Dove was profitable in its
very first year,
which is extremely rare for
personal care products.

92. “Study the methods of
your competitors and
do the exact opposite.”
David Ogilvy

93. David Ogilvy
“Don’t bunt. Aim out of
the ballpark. Aim for the
company of immortals.”

95. “Deflation Fears
Strike the Dow as
Energy Falls Again”
Headline / The Motley Fool / 03.13.2015

96. Our “product costs are
substantially tied to commodities
and as such we fully expect to
see our supplier’s [sic] prices
drop as these commodity
changes occur.”

97. “With rates at historic lows
in many of these areas, this
must be something we speak
to with our key suppliers/
partners. Let’s think outside of
the box on this to show a nice
partnered savings delivered.”
Follow-up email from
Procurement Analyst

98. WAL MART
the

99. S H R E W D O R
SHADY

100. “When the gains to each
side are known, many
individuals
simply
because they deem the
division of gains to be
unfair.”
Shrewd bargaining on the moral frontier:
Toward a theory of morality in practice.

101. Burdened with a learned bias
toward salespeople, buyers
expect you to be deceptive. In
their minds, not expecting that
behavior from you places them at
a negotiating disadvantage from
the very beginning.

102. GAME ON
Some people see negotiating with
salespeople as a game, and bluffing
and haggling are part of the fun. And
the moment
you make your first sales pitch.

103. U.S. firms are beginning to adopt
the approach – common in Japan
– of having a handful of suppliers
with whom they maintain close,
trustful working relationships.

104. C O L L A B O R AT I V E
BUYER
SELLER

105. “These new arrangements,
have in some
instances replaced the short-
term, arm’s-length dealings of
market transactions.”

106. With buyers dependent on a smaller
group of suppliers, dependency becomes
an incentive for nurturing long-term
vendor relationships.

107. It’s all about getting the
best price. Right?
Usually, but there’s
in a buyer-seller collaborative,
parties recognize purchasing
deception as a breach of trust.
Buyers who might otherwise
succumb to internal pressures to
deceive salespeople will stop to
consider the ethical consequences
on their buyer-seller relationships.

108. “
”
Adaptability is about the
powerful difference between
adapting to cope and
adapting to win.
Max McKeown
Author & Behavioral Strategist

110. Joe Girard
The World’s Greatest Car Salesperson!

111. Girard sold 13,001
new cars over a 14-year
career – one vehicle at
a time. On his best day, he
sold eighteen vehicles.

112. a fateful funeral

113. 250
LAW OF

114. On average, every person
knows 250 people who would
attend their funeral or wedding –
and who would be influenced by
his or her recommendations.

115. “Sparks create fires.”
Joe Girard

116. Girard’s first sales manager
fired him when the other
salespeople complained
that he was too assertive.

117. “You fired the
wrong guy.”
Joe Girard

118. Service, Service, Service
Girard told customers to come directly to
him with any maintenance problems.
Then he treated shop mechanics to
dinner once a month. The mechanics
loved him so much they gave his
customers top priority.

119. 13Number of greeting cards Girard
mailed to each client every year.

120. Joe Girard
“I never sold a car in my
life. I sold a Girard.”

121. BROKEN WINDOWS THEORY

122. “Broken Windows…argued that
crime is the inevitable result of
disorder. If a window is broken and
left unrepaired, people walking by
will conclude that no one cares and
no one is in charge. Soon, more
windows will be broken…sending a
signal that anything goes.”
Malcolm Gladwell
The Tipping Point

123. 72percent
drop
in
NYC’s
homicide
rate
SOURCE: Kirchner, L. (2014, January 7). Breaking
down the Broken Windows Theory. Pacific Standard.

124. petty

125. Sent a thank-you note lately?
Thank You

126. PROSPECTING CALLS?

127. Clement L. Buenger
1926-2000

128. 7 x 7 x 6

129. What’s a snow day?

130. Are you afraid of getting wet?

131. Who else would make
sales calls in this heat?

132. Want to play golf Friday
afternoon? Sure, just make
a big sale Friday morning.

133. BOTTOM LINE
When you’re not calling on
your customers, someone
else undoubtedly is.

134. “In business, the
competition will
bite you if you
keep running…if
you stand still,
they will swallow
you.”
Victor Kiam

135. Broken Windows
Once we stop paying
attention to the small things,
it isn’t long before we begin
neglecting the big things.

136. Rather than trying to find time,
try making time instead.

137. What’s your “broken window?”

138. BROKEN WINDOWS THEORY

139. Mary Kay Ash
Praising people
to success!

140. 1918 – 2001

141. Finding Her Calling
Ash once accepted a challenge to
sell ten sets of encyclopedias to
earn a free set. What typically took
the company’s top salespeople
three months to accomplish only
took Ash a day and a half.

143. One of Stanley’s
top producer,
Ash grew frustrated watching
men with less talent get
promoted over her.

144. “Oh, Mary Kay,
you’re thinking just
like a woman.”
–fellow board members
at World Gift Company

145. Ash resigned from World Gift
in 1962, after the company
named a man she had
trained her supervisor and
paid him twice her salary.

146. Setting out to write a
book on selling, Ash
realized she had the
perfect business plan.

147. DREAM
COMPANY
! Ideal for working women
with families
! Where everyone gets
treated equally
! Where promotions are
based on merit
! Sells product that women
would recommend, and that
they would use up and
reorder over and over
! Could be started with
$5,000

149. $3.5 BILLION
in annual sales

150. Ash believed in the
power of incentives.

151. Following the Golden
Rule, Ash believed in
“sandwiching every bit
of criticism between two
heavy layers of praise.”

152. “Pretend that every single person
you meet has a sign around his
or her neck that says ‘Make Me
Feel Important.’ Not only will you
succeed in business, you will
succeed in life.”
Mary Kay Ash

153. 10 Helpful
Sales Tips From
Dale Carnegie

154. dalecarnegie
NAMES ARE THE
SWEETEST AND
SOUND IN ANY
LANGUAGE.

155. “
D A L E C A R N E G I E !
YOU CAN MAKE MORE FRIENDS
IN TWO MONTHS BY BECOMING
INTERESTED IN OTHER PEOPLE
THAN YOU CAN IN TWO YEARS
BY TRYING TO GET OTHER
PEOPLE INTERESTED IN YOU.!

156. TALK TO SOMEONE ABOUT!
AND THEY’LL LISTEN FOR HOURS!
Dale Carnegie

157. “
”D A L E C A R N E G I E !
Develop success from
failures. Discouragement and
failure are two of the surest
stepping stones to success.

158. THE
ONLY WAY
TO GET
THE BEST
OF AN
ARGUMENT
IS TO !
AVOID IT. !DALE CARNEGIE

159. WHEN DEALING
WITH PEOPLE,
REMEMBER YOU
ARE NOT DEALING
WITH CREATURES
OF LOGIC, BUT
CREATURES OF
EMOTION. Carnegie

160. PEOPLE RARELY
SUCCEED UNLESS
THEY HAVE
IN WHAT THEY
ARE DOING.
DALE CARNEGIE

161. THERE IS ONLY ONE
WAY TO GET ANYBODY
TO DO ANYTHING.
Dale Carnegie

162. DALECARNEGIE
Personally I am very fond of
strawberries and cream, but I have
found that for some strange reason,
fish prefer worms. So when I went
fishing…I didn't bait the hook with
strawberries and cream. !

163. 10 Helpful
Sales Tips From
Dale Carnegie

164. I0
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165. SPEAK FOR
YOURSELF!
10.

166. When you
talk, do your
boss’s lips
move?

167. “Ryan is always saying that
we should strive to be the
best, not the biggest.”

168. “Our goal is to be the best,
not the biggest.”

169. Old story:
Two stonemasons are working on the same
project. An observer asks, “What are you
doing?”

170. The first stonemason replies,
“I’m cutting stone.”

171. “I’m building a great cathedral.”
The second stonemason replies,

172. Using your own voice
demonstrates your
ability to speak for the
company, and that
you understand your
organization’s goals
and objectives.

173. Be the smartest
person in the room.

174. KNOWLEDGE

175. Identify vital skills that
your coworkers lack, and
then become the expert
in those areas.

176. Be your own best teacher

177. self-made

178. Brazenly outshine
your peers.

179. Are you trying
to make us
look bad?
“
”
A FORMER COWORKER

180. Come in earlier, stay later,
learn more, do more…in
other words,
than everyone else does.

181. 7) Be willing to push
the stop button.

182. REASONS
PEOPLE REMAIN
SILENT
! They don’t believe it’s
their place to voice a
concern
! They’re afraid of
questioning – and
possibly offending –
their more experienced
co-workers
! They’re worried about
impeding approaching
deadlines
! They think someone
else will step forward

183. In reality, employees share
not only the right to reject
inferior quality, but also
to do so.

185. It’s not what
you know,
but who...

186. It’s not what
you know,
but who

187. “VOLUNTEER FOR THE
CRAPPY JOBS.
”Tom Peters

188. “Is it a or is it a
– a chance to do
Something Great?”
Tom Peters
Re-imagine!

189. Ask why.

190. We have a learned
intolerance toward questions.
Grownups teach us early in
life that

191. PERCENT
of employees say that critical
thinking and problem solving
skills are more important in
their fields today than they
were two years ago.

192. Why are
manhole
covers
round?

193. assumptions
“can only be identified by someone
who has not become hijacked by the
corporate conventional wisdom and
whose career success does not depend
on being able to apply it unerringly to all
business solutions.”
–Mike Brooks, “The Unspoken Assumption
Problem” Accountancy, September 2005

194. “If we have a cardinal
strategy that forms the
bedrock for all our practices,
it may be this: Ask why. Ask it
all the time, ask it any day,
every day, and always ask it
three times in a row.”
Ricardo Semler
The Seven Day Weekend

195. Ask

196. group think
Noun. The propensity for people to
seek unanimous agreement, even
when overwhelming evidence
points to a different conclusion.

197. GROUPTHINK
occurs when the pressure to
conform within a group
interferes with the group’s
decision making ability.

198. CONFORM

199. A B C
Exhibit 1 Exhibit 2

200. Solomon Asch
Subjects went along with the clearly
erroneous majority 33 percent of the time
74 percent conformed to the
majority at least once
28 percent conformed more
than half the time

201. “The illiterate of
the 21st century
will not be those
who cannot read
and write, but those
who cannot learn,
unlearn, and
relearn.”
Alvin Toffler

202. By continuously asking questions,
you position yourself to provide the
answers, too.

203. 3. Share your knowledge.

204. Wally who?

205. “A basic function of leadership
is to produce more leaders,
not more followers.”
Ralph Nader

206. TWO.
SET YOUR
STANDARDS HIGH,
AND MEASURE YOURSELF
TO YOUR OWN STANDARDS.

207. Winston Lord

208. “In that case,
now I’ll read it.”
Henry Kissinger

209. Each person is the best
judge of his or her ability,
and the only one qualified
to answer the question,
“Did you do your best?”

210. Others will eagerly offer their
opinions on your efforts and your
results.

211. If you did, and others criticize
unfavorably, rest comfortably
knowing that you did your very best.

212. 1. Get involved
(on a nonprofit board)

213. Serving on a nonprofit board
exposes you to other leaders,
group dynamics, and a high-level
view of a business organization.

214. Alice Korngold
Fast Company
THROUGH SERVICE, YOU HAVE
TREMENDOUS OPPORTUNITIES
TO DEVELOP AS A LEADER,
BECOME A MORE VALUABLE
PROFESSIONAL WHERE YOU
WORK, AND MAKE A
MEANINGFUL CONTRIBUTION
IN IMPROVING YOUR
COMMUNITY AND THE
WORLD.”

215. LIVE WITH INTEGRITY. THE
WORLD IS WATCHING.

216. ethical misstep
In this age of instant
information, any
is just a click away
from the world’s
desktop.

217. The barrage of news stories
reporting the transgressions
of powerful people is
creating an overwhelming
generalization among the
American population:

218. “A little man may
do a great deal of
harm; and pray,
why not a little
man do a great
deal of good?”
Cotton Mather, 1825
Essays to Do Good

219. By choosing to live with
integrity, you’ll help to fight
back the onslaught of
unethical behavior.

220. You might not get the
publicity afforded
business scoundrels
and dirty politicians.

221. But you’ll succeed in proving that there are still
HONORABLE PEOPLE
in the world today.

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223. STRATEGIC SELLING!