Sell Requires that the potential customer "buy your way" and will "buy you" .
It is not a matter of price, although it is important, if someone does not buy your system, it does not matter if you give it to them, they will not want it.
The method is the argument on which the hypotheses of the characteristics of the services and products are based.
The key concept is that if the potential customer buys your method, if you get them to see themselves "using it" and having "results", they will buy your products and services if they are within their means
We create extremely logical and emotional cases for why the prospect needs to take action right now.
That's why we spend more time in the preparation phase than in the launch phase.
That is the key.
If you do the Validation Phase well, then you can run as much as you want.
We apply strategic pressure to significantly shorten the sales cycle.
We merge sales and marketing. The sales process relies heavily on the marketing collateral.
Helping the customer is the most important thing. It's the only important thing.
The mentality of really helping the customer is what we should think about.
It seems obvious, but sometimes this simple fact is forgotten.
We are doctors of our clients, we make a diagnosis and we recommend the best, even if the best is not our service.
If you're thinking about the closing... or the commission and you forget why the business exists (to help people), the customer will feel it and be less likely to buy.
If you are really trying to help the client, your tonality and language will be perfect. The client will be able to feel it and it will improve your relationship.
At the end of the day, you are exchanging goods and services that help the customer for money. If the value of the goods and services is greater than the cost, then the customer must buy.
If your goods and services don't really help the customer, lock yourself in your office and fix your offer, product or message.
Imagine that you get a 4 in an exam.
You can think of two things:
1) Resigned: The teacher has a mania for me. The exam is very difficult. They put the questions "to catch".
two) Builder: It was close to passing, next time I'll try a little harder and show the teacher that I can pull it off. I am going to ask you how I can improve for the next exam.
What is your mindset?
Good salespeople don't get frustrated. They don't complain. They are not put off by a NO.
They seek to improve in each call, in each email sent and in each contact with their clients.
Sales have changed. Now we sell by Zoom from our home and that has different rules.
You need a cool, quiet and well-lit room.
Eliminate any distractions: put your phone on airplane mode, let your kids and partner know you're selling and can't be bothered.
Have water at your desk.
Move on. Get up every 2-3 calls and go for a walk. It will help you come back fresh for the next ones.
You need sleep to act:
Try to get 7-8 hours of uninterrupted sleep. Measure your sleep and check that you reach that figure.
Your skill level is a function of the number of calls and your training intensity. You will have to make at least 1000 calls to be proficient. Your first 30-50 calls will be bad. Just do them. You will start to hit after 100 calls.
Focus on the inputs, not the outputs.
Don't worry about your monthly income numbers; Worry about the number of calls and the intensity of the demos.
If you make more calls and more demonstrations, you will close more sales. Your closing rate will start to converge at 30-45%. At first it will be 7-15%.
The preparation period can take 3-4 months. If you're ever stuck in a slump, just go ahead and make more prospecting calls or close a meeting. Don't think about the result. Just do it.
Once you learn the process, it will simply be repeated thousands of times and you will start to see better results.
Focus on mastering the sale.
You must activate certain switches that will make you feel that you are in control, that you know what your interlocutor is going to say, that you anticipate his objections.
At that time you will start selling more.
"Why should I talk or listen to this person?"
If you can master status building, your sales process will become more effective, your closing rates will skyrocket, and your customers will buy more.
Prospects will comply, listen and be influenced by the salesperson when a status is present.
An example of this is a police officer walking into a stranger's house and flashing his badge. There is immediate acknowledgment of status by the stranger, and the stranger complies with the officer.
Imagine that for some reason the police officer is an impostor and is wearing a fake badge, and the stranger finds out that the badge is fake. Instantly, the perceived status is removed and the stranger is no longer compliant.
If the salesperson can create a perceived status between himself and the prospect, then the prospect will believe.
If the salesperson doesn't create the perceived status, the prospect won't deliver, deals will be difficult to close, and prospects will be difficult to influence.
From the moment the prospect interacts with the first piece of marketing material to the moment the prospect submits payment and signs the contract and beyond, there must be a status present. It must continue to build and nurture status.
You know when there is a status present: the client hangs on your every word. The client ignores phone calls and silences notifications. His eyes are glued to his screen.
You must create this status as quickly as possible. Many times status is created in marketing; Sometimes the potential customer has no idea what is being sold, but they "know" they need to talk to you.
That's the power of status you have to get.
Becoming a servant: Sometimes status is removed and the salesperson becomes the "servant" willing to comply with the prospect in any way. If this happens to you, basically you can kiss your chance to close the deal goodbye. You should try not to fall into this position by practicing the methods of creating status.
One thing is to be at the customer's service and another to agree with everything. You will lose credibility.
You will simply need to "show your badge" to create immediate status.
There are many ways to create perceived status. Below we present some of them.
Warning: you must never lie. If you ever get caught lying or falsifying your claims, you will ruin your reputation and be eaten alive by the media + crucified by clients. Not worth it! Stay honest and true. Forever!
Simply telling your prospects your background is one of the simplest ways to build massive status. If you have a track record, success stories, don't be afraid to tell people.
The stronger your credibility, the more pronounced the status.
Once the potential customer finds out about your achievements, they will instantly recognize the status and start listening.
Examples:
Steve Jobs said, "If they think you're rich, they think you're right." This sums up the point of capital perfectly.
Simply having capital or having access to capital creates immediate status.
By aligning with other statuses, you raise your own status, as it implies that you have access to and influence over those with status.
This works extremely well and can give you a status boost right away.
This is also known as "name dropping", the process of aligning yourself with other authority figures.
Examples:
Physical presentation plays an extremely important role when creating status. If your visual presentation doesn't match what you're offering, then the prospect will be lost and won't get the job done.
Wearing professional clothes is extremely important because it helps the potential client feel more comfortable with you.
It's important to present a clean and well-organized office or work environment, not only for yourself and team members, but also for your prospects.
Your office or work location will be displayed if your clients visit you, or if you are using it to record videos. If you work from home, just make sure your office and work space are clean and presentable.
Natural lighting is extremely important for your own mood and that of potential clients.
If you have a cluttered workspace, it will hurt your status. Be careful with these topics.
Keep these tips well in mind and review them from time to time. It is worth remembering them since generating this status will be very important for your sales.
Talking is relatively new to humans. For thousands of years, humans used body language and the tonality of their noises to communicate and survive.
We are wired to collect information from these non-verbal cues. Using a higher status tone and body language helps create and reinforce status.
Talking fast communicates an inferior state. Slow down if you're used to speaking very fast. You can use strategic pacing to keep people engaged: slow down important sentences and speed up sentences between main points.
Humans assign authority to a lower-pitched voice. If you have a high voice, try breathing and stretching to lower it. You can adjust your voice by an octave by stretching and relieving the tension in your body.
If you are hunched over, this communicates a lower state. Always stand up and sit up straight. This pose also helps you feel good.
Using your hands when you're talking helps build rapport and status. Don't be afraid to use your hands when you're talking in person, on camera when you're creating your videos, or on your video conference calls. Using your hands shows that you are comfortable and in control of your own environment.
You are using Inflections when you raise your voice at the end of a sentence or on a specific word. This gets the prospect involved with the word being applied. You can use this hue to captivate people and hold their attention when explaining complex topics. You can also use this tonality to assign additional importance to a specific word or phrase. Using inflections takes practice, but they are extremely powerful if you weave them into your communication.
Silences
You have heard it many times. The use of pauses and silences is extremely important in sales.
Shut up when you ask a question.
Shut up when you say the price of your service.
Shut up when your interlocutor speaks.
Shut up when you have nothing to say.
The best communicators use inflections, rests, whispers, statements, and rhythm patterns to captivate their audience.
Practice all of these techniques before you get comfortable with them
Selling to multiple decision makers requires you to consider more avenues and prepare specific marketing material to address each decision maker.
Map the end user, the economic buyer, the decision maker, the influencers, the recommenders, the spoilers and the arguments for each person.
Prepare pieces of content for each person in the organization: product tutorials and demos for end users, ROI justification documents for budget buyers, etc. Competitive analysis documents for spoilers, influencers and recommenders.
Spend time preparing and creating content for each decision maker. It's definitely worth it and once you have the arsenal of content you can easily reuse it.
If you are selling for the first time to the end user who does not have budget authority, then you will first have to buy the solution, then you will need to present the economic case to the economic buyer.
It's best to set this expectation up front: "The purpose of this call is to determine if our product can solve a problem for you and to determine if we're the best fit for your business. If we can conclude this fits, we'll schedule another meeting with those responsible for the final decision, does this make sense to you?
Try to avoid making presentations to non-decision makers at all costs. A non-decision maker can tell you no, but they will never say yes.
Just like athletes get together to train every day, salespeople need to get together to hone their skills and stay motivated.
Making sales calls all day can sometimes be extremely taxing, as not all interactions will be positive. To maintain performance and maintain morale, salespeople need a solid base to which they can return for refuge.
This may be the sales meeting. These sales meetings should be held every morning, or at least 2 times a week.
During these sales meetings, salespeople will walk through their day and blow off some steam. It is a somewhat therapeutic activity.
These meetings are also used to present and address objections. If a new objection comes up, the sales manager will add the objection and rebuttal to the sales script.
If the seller does not track inputs and outputs on the metric sheets, they should be reprimanded.
Message delivery, number of discovery calls booked, number of demos booked, submission rate, deposit close rate, overall close rate, upsell rate, average ticket price...select your KPIs and have them refill daily.
Without I/O tracking, you're flying blind and won't know what to change and when to change it. By tracking metrics correctly, you can spot problems right away and make the necessary changes.
All your sales calls should be recorded in the Google Drive folder or the platform of your choice. You will review the recordings every day to detect areas where you can improve.
The recordings are also useful for training salespeople. Your commercials can be trained by watching call recordings and thus see the results beforehand.
The energy it takes to turn a cold prospect who's never heard of you into an enthusiastic customer is immense.
This transformation from cold lead to warm lead requires the lead to spend approximately 7 hours interacting with you and your business in some way.
This interaction can consist of talking to you, talking about you, talking to your clients or referrals, browsing reviews, thinking about you, reading your content, your videos, etc.
Once the prospect has interacted with you or your business for about 7 hours, they may want to talk to you or be more up for the sale.
This 7-hour rule concept helps illustrate the interdependence of sales and marketing: marketing is used to engage the potential customer, educate them, create status, trigger feelings of familiarity and comfort, explain your products and services, instill security, transmit your thesis and beliefs and create desire.
You should be able to get at least 2-4 hours of interaction before talking to a potential client. The sales are used to take the prospect to the final zone, the last 30 meters.
Without a strong marketing guarantee, you will have to "ringwheel" the call, which means selling a lot, repeating the same thing 70 times, going back and forth between departments, lots of meetings, etc.
You will have to make several calls and the sales cycle will be extended.
Without strong marketing, you may need to rely solely on customers who come to you through referrals.
With a strong marketing guarantee, prospects will walk into the call excited to talk to you. They will understand your method and your beliefs. They will recognize the status and already consider in their mind that they need you and want to work with you.
You can sell without marketing material, but it is more difficult.
As a professional marketer, our advice is that you should be versed in marketing, copywriting, and always look for innovative ways to get your 7 hours of contact time with prospects.
This theory explains why Video Selling (VSL) and long webinars are so effective.
This theory also explains why book publishing works so well, it takes about 8 hours to read a book, long enough to warm someone up.
If you don't have solid marketing material, you'll need to spend time creating it or work with a salesperson to do so.
To create effective marketing material, you'll need to understand "the funnel" or sales process and how people actually buy.
What questions, concerns, fears, etc. appear at the starting line? If marketing addresses these issues, sales will be easier.
If you're working with a salesperson, it's extremely helpful to provide them with your call recordings. You'll use this information to build strong marketing arguments that align with the closing process and facilitate the sale.
It is important that you record calls and video sessions with your prospects for two reasons:
1) It will help you learn from your mistakes. It is possible that during the call you did not realize things that after listening to it yes.
2) "Free" training for your new commercials. Listening to your calls and watching the videos will be the best learning they can have.
Create a shared folder with your team so that they can consult those recordings.
You can leave a note in the title of each recording indicating if it went well, badly or something you want to clarify.
It will be very valuable learning for you and for your commercials.