Cisco training

Think different

to help you lookat selling differently

Today, my goal is

Convincing strategy Stories Conversations

3 ideas

Intro CM! Stories Conversations Wrap

IntroIntro CM! Stories Conversations Wrap

Convince Me!™

Why should I buy what you’re selling?

Convince Me!

Think Sell Convince Plan Tell Show Try SatisfyYou

What was the last thing you “bought”?

Everyone buys

What was the last thing you “sold”?

Everyone sells

If you don’t know how to sell ...

... or if you do know how to sell ...

... this is an easy, simple way to sell.

Selling and convincing ...

Plan the tripTell your storyShow proofTry itSatisfy completely

Foster

Educate

We’re done.Go home.

That’s it

Don’t think like a seller.

Think like a buyer.

Why shouldI buy

what you’re selling?

What’s In It –For Me?

WII–FM

Money? Time?Leverage?Security?

For me?My business?My family?

My industryMy business

My pain

I expect you to know

Everyone sells,even you

ProductService

Point-of-view

What do you sell?

How do you sell?

Selling is not a one time event

Foster

Educate

△ T (time)

Your goal

I want to convince myself

Educate meInfluence mePersuade me

I will let you

Cajole (badger) me

Coerce (push) me

... but DO NOT

I didn’t think it through (!)

Buyer’s remorse

Decisions imply risk and reward. They

take time.

“If we educate them, they’re

ours.”

Charlie Giancarlo

Deciding to buy is logical. Buying is

emotional.

Empathetic Trustworthy Logical Emotional Truthful

I need you to be

Customer education is not

Marketing

Customer education is not

Public Relations

Customer education IS

a simple, easy way to sell.

160,000 IP phonesin 10 minutes

Foster

Educate

Know me,know my story,

know my backstory

How/why When Where How much Who/what

Know my story

How will I get frommy Point A toyour Point B?

What will I see? You know my points of

interest, right?

Who’s alongfor the ride?

Are we there yet?I need to get to your

Point B soon.

Are we goingdown the street or around the world?

Why should Imake the trip?

I only haveso much money and

so much time

Scenarios are powerful planning

Plan alternate routes for roadblocks,

shortcuts ...

Foster

Educate

I want to knowYOUR story

Who are you?

Your story should be unlike any other

What’s YOUR story?

What’s OUR story?

Fit it to thelocation and

situation

Our story

Elevator pitch?Short stories?

Chat?Seminar?Meeting?

I helppeople sell

We help people sell

Stories Demonstrations Experiences

Has Length, width, depth Evolves with time Invokes emotion

A good story

7 layers of how to tell a story

Application Purpose, conversation

Session Media, audio, video

Transport Delivery: best effort or guaranteed

Network Payload, message

Link 1:many, 1:few, 1:1

Physical Location, medium connects locations, topology

What’s an idea?What works now?

Tell the truth

Your goal is to start a conversation

Conversations are threaded with

interactive stories

When they get it, stop.

Don’t kill them

Foster

Educate

Why should I believe you?

Careful, maybeI’m (really) smarter

than you

How it worksUnder the hoodTo what degree

#1 “Now I get it”

I have faith

#2 “I believe”

You have told me repeated truths

#3 “I trust”

with a quantitative,logical, rational

argument

Persuade me

Seeing is believingNo smoke & mirrors

Works vs. Idea

Demonstrate

1st hand is best2nd hand is good

Make it viral?

Success story

Foster

Educate

If seeing is believingtrying is buying

An event you can smell, touch, taste,

hear, see, feel

Sensory, emotional

An engaging experience

(dance, don’t watch)

Make it Real™

Make it a WOW!

A crowd experience(random gathering)

A community of interest experience

Better

A personal experience

VoIP for the Navy

Foster

Educate

Good conversations have questions, even tough ones

Questions are good

I’m sharing,not hiding them

Concerns are great

I need more. Where/how can I

learn more?

Ask meListen to me

Respond directly

How do you I measure success?

Did I buy?Would I buy again?

Only 2 questions

What if I’m not satisfied?

Some people are never satisfied

Satisfied Motivated Advocate who is

Remorseless Trusting

A SMART buyer

is your best seller

A SMART buyer

WiFi vs. noise

Foster

Educate

That’s it

Short Stories that Sell™

What’s a Google?

Think Find Frame Build Fit TellStories

What’s a Googol?10100

Why do you do what you do?

Tell me a story

I like to lookat things differently

Because good causes need to tell good

stories

Andy Goodman

Facts are forgotten, stories are

remembered

The sacred bundle of the Pawnee & Lakota Indians

NPRDriveway Moment

Andy Goodman’s 10 Laws of

Storytelling

Our brains are wired for stories

(and pictures)

NPR location sounds paint a picture,

they put you there

Visual audio

“A soul neverthinks without

a picture”

Aristotle

A 10’ ropefor

a 40’ hole

Mind’s eye Our eyes Hand/Eye

Mind’s eye – Tell Our eyes – Show Hand/Eye – Try

Roam – Foster

Look (precognitive)

See (cognitive)

ImagineShow

Visual thinking

Experiential storytelling –

Christian communion

How/why (influence, cause)

When (position in time)

Where (space)

How much (quantities)

Who/what (objects)

Low/High Brain

“The universe is made of stories,

not atoms.”

Murial Rukeyser

Fact or fiction?

Real, simple, moving stories

Nothing sellsbetter than a success story

What’s your best success story?

Look forshort stories

that sell

SituationObstacleActionResults

EducateEntertainInspire

Story scenarios

DCAP at CPL Anticipate the unexpected Business as usual

One story or an episodic adventure?

Arabian Nights

“Share something vulnerable and the

audience is more likely to trust you.”

Tim Keelan

Remember culture

Who’s the protagonist? The

antagonist?

Flawed characters are more interesting

Everything must move the story

forward

Imbalance; what has changed?

Setting; when and where?

What’s the (emotional) hook?

Conflict keeps it interesting

One memorable fact

Everyone sells.6.7 billion people

sell every day

“In a 2 hour speech, people will remember

a 2 minute story.”

Andy Goodman

Small enough to digest, simple

enough to be retold

1:1,000,0001:101:1

Who & how many?

At a concertVia WebEx

In a theaterCandle-lit dinner

Where?

Now (spontaneous)

Then (scheduled)

When-ever (time-shifted)

Speech (passionate)

Audio (engaging)

Video (amazing)

Performance (captivating)

Which media?

5 words5 sentences

5 minutes, 5 points

Short Stories that Sell

10 minutes

3D printingSacred bundle

Prop(ertie)s

SightsSounds

Smells, ...

Visual audio

Eye contact

Noise reduces focus Poor audio Poor video Bad pictures Unwanted sounds Unwanted images

Speakwith emotion

NormalSoft

LoudJolt

Voice combinations

HesitateSlowNormalFast

What are the character’s thoughts

& emotions?

Who is your favorite storyteller? Why?

That’s it

Convincing Conversations™

Presenting in 2010 is NOT

like it was in 1987

Tools Prepare Delivery NextDesign

1 thought per slide

Yes, I’m left wanting more. But

that’s good.

M.E.G.O.and the

Cisco SEVTs

KISS me,don’t kill me

10 slides20 minutes

30+ point font

Guy Kawasaki

24 bold point font

Audio clips

Video Clips

Load time for graphics?

Internet access?

Compare the strange vs. the

familiar

Constrast

KeynotePowerPoint

Slideshare.net

Made to Stick Simplicity Unexpectedness Concreteness Credibility Emotions Stories

Nancy Duarte

Carman Taran

Jerry Weissman

Dale Carnegie

Be honestGo from the heart

Know your stuff material

Be confident.No audience

wants less. But ...

... don’t tryto be the expert if

you’re not.

Leave more than 1 minute before

the curtain goes up

Check the room, equipment,

expectations, etc.

Murphy’s corollary

Rehearse

Who, what, ...Keep asking

Plan. Ask yourself

Tell them (what’s coming)

Tell them (what they want)

Tell them (what you said)

Three point sermon

Will theysit back,lean forward,

or participate?

Kinesthetic learningTake a note

Q & A onlygoes so far

Don’t just present, start a conversation

Faceless presenting is REALLY tough

If you don’t “love it”, then why should I?

http://hubspot.com@danZarella

#SciPres

Twitter

@theideamechanic#HelpPeopleSell

Where can I learn more?

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WrapIntro CM! Stories Conversations Wrap

I like to look at things differently

to help you lookat selling differently

Today, my goal was

Convincing strategy Stories Conversations

3 ideas

Take a blank cardRate the class 0 ➞ 5

(0=a waste, 5= very helpful)

Take another cardFront: CommentsBack: Suggestions

That’s it

Really. Go home.

That’s it

Thanks!

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