In this session, Wing will lead participants through a process that assists in identifying who the customer is, how to target them and how to optimize systems to track and close these customers.

1. SALES: Targeting, and Optimizing
Your Agency to Your Primary
Customer
Wing Butler

2. Legislation, certification, VRS, and
education of interpreters creates high
impact convergence for demand of sign
language interpreters.
Accidental Business
Owners
1990
Ground Swell for
Interpreters &
Agencies
The pursuit for profitability for startups
creates high probability for misalignment
of values and erodes trust within Deaf
community, only deterred with great
personal sacrifice.

3. 2010 Mobility and
On-Demand
Workforce
Innovative
Business Tools
2000
Software, internet search engines,
cellphones, and tech, accelerate ease of
entry for sole proprietors and independent
contractors.
Cloud Computing
Technology introduces “Intralocal”
competitors

4. “There’s lots of bad reasons to start a company. But
there’s only one good, legitimate reason, and I think
you know what it is: it’s to change the world.”
Phil Libin, CEO of Evernote
Phil Libin, CEO of
Evernote

5. What are you doing
to create trust
currency?
Does your business
development efforts
align with our Deaf
Community?
2017
“The most important thing and the #1
job of every single business always
must be to acquire more customers
and make more sales. Unless
everyone in the company knows this,
it is doomed to failure.”
- The WebSmith Group
Innovation & Sales

6. Good Bett
er
Best
RESPONSI
VE
BUSINESS
MARKETIN
G
STRATE
GIC
SALES
Revenue
Alignment

7. Marketing vs Sales

8. Sales Process Overview
1- Select Targets
2- Deploy Tools
3- Execute
4- Plan

9. Identify Strategic Targets
(Ideal Customer Profile)
• Who is my best account?
• Why did they buy from us?
• What business attributes do they have?
• How can I identify more accounts like them?
• Who has referred business to us before?
• Who should be referring business to us?

10. Create Finite Workable Written List
• Largest Customer – dollars spent
• Most Growable – best opportunity for
incremental revenue
• Most At Risk – highest probability of some or
all of the business
• Other – accounts that don’t qualify for the
other three categories

11. Create 3 Sales Tools
1. A compelling Sales Story
2. Consultative prospecting script
3. Practice sales conversation

12. 1. Sales Story
A. Customer Issues Addressed
i. Pains we remove for customers
ii. Problems we resolve for customers
iii. Opportunities we help capture for customers
iv. Results we achieve for customers
B. Offerings (what we sell)
C. Differentiators (why we’re better and different)

13. Sample Sales Story
[Intro] – category & context
GoReact is the #1 software for the development of performance-based skills. GoReact connects
students to video feedback to help them improve faster.
[Transitional Statement]
Educators turn to us when they . . .
[Customer Issues]
• Feel limited by traditional feedback methods. They want a flexible solution that allows for
customized, creative activities in the classroom.
• Are frustrated with complicated video recording technology.
• Want to make the most of their time—less time grading, more time inspiring.
• Want to arm students with expert presenter skills they will carry with them into the workplace and
through life.
[Offering] - what we sell
In a nutshell, GoReact allows students to easily capture video of their [presentations/performances] and
submit footage for your review. Once you’ve received their videos, you can provide them with time-
coded comments to show them exactly where they need to improve.
[Differentiators] - why we’re better and different
• GoReact is the leader for teaching performance-based skills because our tool is so easy to use.
• Ease of use/5-minute setup/little training required
• Quantitative tools to easily grade students on their projects/presentations/performances
• Excellent support team, constant development of new GoReact capabilities

14. 2. Consultative Prospecting Script
Goal: Set an appointment
1. Call High (CEO/HR – ask by name) “President’s office please”, “Bob Smith’s assistant please”
2. Ask permission to talk “Hi, It’s DB from PDM. Am I catching you at a bad time?”
3. Tell why you are calling “I’m trying to find out if there’s a fit or not.”
4. Let them ask what you do / how you help clients “We work with companies that are looking to
maximize the contributions of their ASL employees. Usually HR or head of the team hires us.”
5. Ask “Are we a fit” questions “I don’t want to waste anyone’s time and I’m actually just
trying to see if we’re a fit or not. We only work with companies that spend over $50,000 on sign
language interpreting each year – do you have any idea if you do?”
6. Get an internal referral Who’d be the best person for me to chat with first to see if there’s a fit
or not? – What’s the best way to reach him? Could you please give me his email so I don’t surprise
him? Can I have his phone number in case we get disconnected?
7. Keep asking “One more quick question…”
8. The Transfer – To email or voicemail “Hi John, this is David Bradley from TerpSvc calling from
4013163311. Jane Simpson referred me to you as the best person for a quick chat. I’ll send you an
email, keep an eye out for it. My number is 4013163311, again David Bradley from TerpSvc at 401-
3163311.”
9. Follow up and update CRM (Account Status, notes, send intro emails to referrals, etc.)

15. 3. Practice Sales Conversation
A. Rapport
B. Agenda
C. Sales Story
D. Discovery
E. Sell
F. Determine Fit and Seek Objections
G. Define and Schedule Next Steps

16. Execute & Measure
Revenue Predictability = The Funnel + Average Deal Size + Time

17. Ross, A. (2011). Predictable Revenue
Weinberg, M. (2012). New Sales Simplified.: Gildan Media LLC
Melissa Butler Brandon Arthur GoReact
Jean Miller Kai Wah Butler
Notable Resources
Wing Butler
Wing@GoReact.com
Facebook.com/wing.butler