Selling with Disarming Honesty
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Presented at Drupal Camp Austin in 2011 and Drupal Camp Atlanta in 2012.
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Selling with Disarming Honesty
- 1. Tim Hamilton Founder & CEO Astonish Design
- 8. Needs Features & Ask for Overcome Salesman Analysis Benefits the Sale Objections Chase Gather Don’t Give False Prospect Mislead Info Commit Hope Hide “I need to “This looks “This is the “Can you “Can you work review this great, we’ll first of many give us a up a concept with the get back to projects…” demo?” mockup?” board…” you.”
- 13. If you’re …wouldn’t not this you want to guy… be this guy? I won the deal.
- 14. Qualify Hard. Sell Easy. 1.Get to “no” before you write the proposal. 2.Don’t write the proposal until you get to “yes.”
- 15. Upfront Agreemen Pain Budget Decision Review Post-Sell t
- 16. Upfront Agreemen Pain Budget Decision Review Post-Sell t What “Yes” What Your Means “No” Their Agenda Means Agenda Purpose &Time
- 17. Upfront Agreemen Pain Budget Decision Review Post-Sell t A “no” is OK A “yes” is OK Agreement to decide at end of process Commitment to define clear outcomes
- 18. Upfront Agreemen Pain Budget Decision Review Post-Sell t Where they Where they are now. want to be.
- 19. Upfront Agreemen Pain Budget Decision Review Post-Sell t De-commoditize Understand the real Differentiate decision drivers Establish trust and build a Find most compelling reason to do business sense of understanding Economic basis for budget Determine fit Best way to improve their Determine urgency condition
- 20. Upfront Agreemen Pain Budget Decision Review Post-Sell t What my prospect needs: What I need: Does this guy An economic understand basis for my business? budget.
- 21. Upfront Agreemen Pain Budget Decision Review Post-Sell t http://www.flickr.com/photos/wipeout/5491357673/
- 22. Upfront Agreemen Pain Budget Decision Review Post-Sell t http://www.flickr.com/photos/kylewith/4640621528/
- 23. Upfront Agreemen Pain Budget Decision Review Post-Sell t
- 24. Upfront Agreemen Pain Budget Decision Review Post-Sell t How big is your team? Have you done something like this before? Have you worked with other companies in my industry? Do you offer a guarantee? What makes you different? What technologies do you work with? Can you send me some references? How long will it take to complete?
- 25. Upfront Agreemen Pain Budget Decision Review Post-Sell t 1.Keep the focus on the prospect. 2.What does that question really mean?
- 26. Upfront Agreemen Pain Budget Decision Review Post-Sell t Nurture Reverse That’s a really …different people mean different things good question, when they ask me that question… some one I’ve heard a are concerned that we might take their few times trade secrets and share them with before… competitors while others value a partner who’s been there and done that…?
- 27. Upfront Agreemen Pain Budget Decision Review Post-Sell t Nurture Reverse That’s a good question, one I … but sometimes when hear a lot, and we can talk people ask me that, it means about guarantees… that they’ve been burned in the past by someone in my industry…?
- 28. Upfront Agreemen Pain Budget Decision Review Post-Sell t Nurture Reverse You know I get that …and it means different things to question a lot… different people… some wonder if we outsource, while others wonder if we all work in Austin… what does it mean to you?
- 29. Upfront Agreemen Pain Budget Decision Review Post-Sell t http://www.flickr.com/photos/diorama_sky/3038786920/
- 30. Upfront Agreemen Pain Budget Decision Review Post-Sell t Negative Positive Prospect
- 31. Upfront Agreemen Pain Budget Decision Review Post-Sell t Nurture Reverse That’s a fair … it’s going to be a lot, probably more question… than you want to spend… let’s just say it came in around $30k… what would need to happen to give you the conviction to buy?
- 32. Upfront Agreemen Pain Budget Decision Review Post-Sell t Nurture Reverse Hmm… let’s pretend that we … would I be right in couldn’t… assuming that would probably be a deal breaker, right?
- 34. Upfront Agreemen Pain Budget Decision Review Post-Sell t Surface Level: Matter of fact Business Level: Pain quantified in $ Personal Level: Impact on their job
- 35. Upfront Agreemen Pain Budget Decision Review Post-Sell t Tell me more about And did it work? that… How much do you Can you give me an think that has cost example? you? How do you feel How long has this about that? been a problem? Have you given up What have you tried trying to solve the to do about it? problem?
- 36. Upfront Agreemen Pain Budget Decision Review Post-Sell t
- 37. Upfront Agreemen Pain Budget Decision Review Post-Sell t 7% Words Tone of Voice 55% 38% Body Language
- 38. Upfront Agreemen Pain Budget Decision Review Post-Sell t “Forgetaboutit” “What is your budget?”
- 39. Upfront Agreemen Pain Budget Decision Review Post-Sell t Prospect Salesperson “I have no “In round idea, that’s why numbers, how much I’m talking to do you think a solution you…” to this problem might cost?” Solutions range Off the record, do we from $30-50k and need to stay closer to from 50-60k… the $30-50k range?
- 40. Upfront Agreemen Pain Budget Decision Review Post-Sell t http://stormdrane.blogspot.com/2011_01_01_archive.html
- 41. Upfront Agreemen Pain Budget Decision Review Post-Sell t http://www.flickr.com/photos/michaelmuccioli/4329684782/
- 42. Upfront Agreemen Pain Budget Decision Review Post-Sell t http://www.flickr.com/photos/r_a_z_e/365425916/
- 43. Upfront Agreemen Pain Budget Decision Review Post-Sell t Nurture Reverse I would be happy to send you … let’s pretend I did – and a proposal… you loved everything about it… what would happen then?
- 44. Upfront Agreemen Pain Budget Decision Review Post-Sell t Get me? Budget established Access to decision makers Agreement to decide
- 45. Upfront Agreemen Pain Budget Decision Review Post-Sell t http://www.flickr.com/photos/seandreilinger/5792547940/
- 46. Upfront Agreemen Pain Budget Decision Review Post-Sell t http://www.flickr.com/photos/jinterwas/5985859534/
- 47. Adam Boyd 512-241-3601 ext. 104 Adam@ms-tx.com
Editor's Notes
- CLI-TX sent an RFP to us an many other competitors.
- Unless I impost a system and a process on the sales process, my prospect will take charge.
- 1st anniversaryBest shot of the day…Where’s the ball?Where am I looking?In tennis, where is the shot won? On your side of the net or theirs?
- We salespeople have been taught to have a system, right?Well, prospects also have a system… and we’re all guilty of this.Who’s leading this dance?
- Department store story.We all have our defenses up.Nobody wants to be sold.You can’t blame them.
- I didn’t come up with this content.
- Some background on the premise behind the theory.
- By talking openly about “no” we release pressure and establish and adult-to-adult conversation.Talk only about the 800 pound gorilla – the fact that we may not do business together.Don’t talk about anything else.
- Pain seems like a funny thing to focus on… but if you think about it, it’s the best way to improve someone’s condition. If you can relieve or resolve their pain, then you’re likely to play a big role in improving their situation.There is usually only a superficial barrier up… but if a prospect senses that you are sensitive, genuine, safe – then he/she will In most cases share the real pain with you.
- De-commoditize:company’s biggest concern when hiring consulting firm is that they won’t understand my business. You truly become someone’s friend when you walk in their mocassins.Economic basis – simply looking at a project’s requirements is not a good basis for budget.Understand where they need to go – if you don’t understand your pain, you’re more likely to do what they tell you to do which probably won’t result in success. You know best, that’s why they’re hiring you.It’s the best way to improve someone’s condition. If you can relieve or resolve their pain, then you’re likely to play a big role in improving their situation.
- De-commoditize:company’s biggest concern when hiring consulting firm is that they won’t understand my business. You truly become someone’s friend when you walk in their mocassins.Economic basis – simply looking at a project’s requirements is not a good basis for budget.Understand where they need to go – if you don’t understand your pain, you’re more likely to do what they tell you to do which probably won’t result in success. You know best, that’s why they’re hiring you.It’s the best way to improve someone’s condition. If you can relieve or resolve their pain, then you’re likely to play a big role in improving their situation.
- Features & BenefitsPainfulExpensiveInsurance doesn’t cover itResults are not guaranteedDoctor pushed hard against the most sensitive spots of my knee.He rotated my foot to the left and the right, only asking me questions about what hurt or how it felt.He didn’t tell me how prolotheraphy worked or what chemicals they used, etc. all he did was ask questions.How to get to pain? There is usually only a superficial barrier up… but if a prospect senses that you are sensitive, genuine, safe – then he/she will In most cases share the real pain with you.How difficult would it be to sell this? Pretty difficult right?My Experience:Was told it may not be a good fit b/c I have a complete tear1stappt exclusively focused on my painAt the very end Dr. said, I think you may be a good fit for Prolotheraphy
- Questions are really temptingIt’s fun to talk about yourselfIt’s comfortable to talk about yourselfYou are skilled at talking about yourselfPain is uncomfortable and it’s easy for the prospect to keep the focus off of them
- Nurture = make prospect feel OK for asking the questionSkip the demos, but use these slides to come back again later.
- Help your prospects to uncover their pain.- Think about pain points that you see & hear a lot
- Demo with Robb
- Demo with Robb
- No more emailOnly phone & in person
- No more emailOnly phone & in person
- Why important to talk about money?Remember qualify hard.- Don’t spend 15, 20, 30 hours on a proposal ‘til you know a prospect is financially qualified
- Bracketing and budget may not be a high priority to keep in this.UFC, Pain and B/S dance more valuable to keep.Negative Reverse: “Between you and me, do we need to stay closer to $10-20k?”
- If they push you to write a proposal with engineering detail, specs, etc. Explain that in order to do that you have to allocate engineering time which is valuableAfter this, you’ve moved out of a Vendor relationship and you’ve moved into the role of a Partner / Trusted Advisor.Not only have we stopped writing proposals, we’re getting paid for writing them.
- These men have feelingsMysterious board member / decision maker
- Coach3rd Party Stories
- Buyer’s RemorseAsk “Can you think of any reason why you might later decide, this was a bad decision?”
- Asking for referralsYou scratch my back, I’ll scratch yoursWould it be OK if from time to time I asked you for referrals or introductions to other people that might have similar challenges as you?
- Adam’s available to answer questions or visit with their firm.