BizTRUST your BizTRUST your practicepractice

Shannon Vincent

CEO

ReNew Group LLC

www.renewgroup.com

shannon.vincent@renewgroup.com

• Defining Unique Experiences and Defining Unique Experiences and DifferentiatorsDifferentiators

• Tips on the Sales Process• Gary Kravitz and BizTRUST

• Come from the extreme• Slides/Page Numbers• Take Away’s

Our Time Together and Our Time Together and ObjectivesObjectives

Most Professional Service Firms are Absolutely the Same

Defining Unique ExperiencesDefining Unique Experiences

We’re different because…..

Exercise:Exercise:3

We are afloat in a sea of sameness. High-quality sameness but sameness just the same. To succeed we must stop being so normal. In a winner-takes-all world, normal equals nothing.

Nordström and Ridderstråle

Funky Business

Normal is FrighteningNormal is Frightening

An experience is far more holistic than ‘service’. A service is a transaction (good or bad). An experience is an EVENT, an adventure, a happening, a soul-jogging, spirit-lifting phenomenon.

An experience leaves an INDELIBLE MEMORY.

This is not semanticsThis is not semantics

Special moments in your firm

First contact

Logical stuff we have to do

Emotional reaction we want

to get

Leaving indelible memories every time

4

Special moments in your firm

Prospecting

Logical stuff we have to do

Emotional reaction we want

to get

Leaving indelible memories every time

4

Moments of truth

• Your reception area• Your website • Your newsletter• Your applications• How your office looks• How your product looks• Workflow• Your sales process

5

• Review your Moments of TruthReview your Moments of Truth• Get your 30 second commercial Get your 30 second commercial

perfectedperfected• What experiences do we want to create

for ourselves, our team members and our clients?

Take Away’sTake Away’s

Tips on the Sales Process

Tips on the Sales ProcessTips on the Sales Process

• With respect to selling and marketing With respect to selling and marketing I’d like to get better at……I’d like to get better at……

• I’m going to get better by doing the following things….

ExerciseExercise

• Creating ChemistryCreating Chemistry• Using OBA’s• Questioning

Tips on the Sales ProcessTips on the Sales Process

The five C’s and the one SThe five C’s and the one S

• Comprehend the key value drivers for clients

• Create value for clients• Communicate the value you create

(i.e. make the invisible visible)• Convince clients that they must pay

for value• Capture value with effective price

strategies and tactics

3

We’ve simply got to get better at selling what we do

• Marketing• Qualification• The first call• Preparing for the meeting using the BizTRUST report• Meeting format with an outcome-based agenda and

the BizTRUST client service plan• Questioning to develop needs and pain• Overcoming objections• Presenting a solution• Closing / continuance

A review of the sales processA review of the sales process4

• Create chemistry

Kick off the meeting rightKick off the meeting right

Prepare and take Prepare and take an outcome-an outcome-

based agendabased agenda

Prepare and take Prepare and take an outcome-an outcome-

based agendabased agenda

Accept the first cup Accept the first cup of coffeeof coffee

Accept the first cup Accept the first cup of coffeeof coffee

Arrive in good Arrive in good timetime

Arrive in good Arrive in good timetime

Call BEFORE Call BEFORE you arriveyou arrive

Call BEFORE Call BEFORE you arriveyou arrive

Pay a Pay a compliment compliment

EARLYEARLY

Pay a Pay a compliment compliment

EARLYEARLY

‘‘Experience’Experience’

Take a gift!Take a gift!

‘‘Experience’Experience’

Take a gift!Take a gift!

Make your Make your compliment compliment INSINCEREINSINCERE

Make your Make your compliment compliment INSINCEREINSINCERE

Hint: eliminate the reds!

++

--

Creating chemistry when Creating chemistry when visitingvisiting

5

Email a map or directionsEmail a map or directionsEmail a map or directionsEmail a map or directions

Create an experienceCreate an experienceCreate an experienceCreate an experience

Helpful hintsHelpful hintsHelpful hintsHelpful hints

Really focus on your clientReally focus on your clientReally focus on your clientReally focus on your client

Make sure they are Make sure they are comfortable: do they need comfortable: do they need a drink, or the restroom?a drink, or the restroom?

Make sure they are Make sure they are comfortable: do they need comfortable: do they need a drink, or the restroom?a drink, or the restroom?

Control where people sit; Control where people sit; ideally sit on the same ideally sit on the same sideside

Control where people sit; Control where people sit; ideally sit on the same ideally sit on the same sideside

Creating chemistry in your Creating chemistry in your officeoffice

5

Most pow

erfulLeast pow

erful

2 nd most pow

erful

Office ‘positioning’Office ‘positioning’

• Dress appropriately• Remember first names• Mention something personal (e.g. ask

about family or favorite sports team)• Unfold arms and uncross legs• Watch body language (and mirror)• Smile and make eye contact regularly• Be genuinely interested in what your

client has to say

Little things that make all the Little things that make all the differencedifference

6

• An OBA is a meeting ‘to do’ list PLUS a desired outcome

• Not surprisingly it uses these words at the end: DESIRED OUTCOME

An outcome-based agendaAn outcome-based agenda6

Using OBAsUsing OBAsOutcome-based

meeting with Big Fish Prospect

Things we’d like to do today in our meeting:

1. Get your responses to a series of definitive questions about your business

2. Define very clearly where you want the business to be heading over the next 2 years

3. Review a Proposed Plan of Action for the next 3 months

Desired Outcome:

We agree to a starting date to implement the Plan.

• OBAs are always written

• You must ALWAYS share them with your client BEFORE and AT the meeting

Crucial things to noteCrucial things to note6

• ““Jane, to keep us on track is it OK with Jane, to keep us on track is it OK with you if we just run through and agree to you if we just run through and agree to this agenda so that you’re happy with this agenda so that you’re happy with where we’re heading?”where we’re heading?”

• ““So, if that’s all OK with you, let’s get So, if that’s all OK with you, let’s get started on our first item.”started on our first item.”

Possible dialoguePossible dialogue

• Acts as a reference to help you prepare for a meeting

• A script for the meeting that allows you to keep control and order

• A standard against which you (and your client) can judge the outcomes of the meeting, and most importantly:

• Your prospective client has already agreed (if everything goes well) to the outcome you want!

The power of an outcome-The power of an outcome-based agendabased agenda

7

The most important skill

7

Key questioning attitudes

• “Stop selling. Start helping.” Zig Ziglar• “I have much more fun and enjoy much more

success when I STOP trying to get what I want and start helping others get what they want.”

• “A major stimulant to creative thinking is focused questions. There is something about a well-worded question that often penetrates to the heart of the matter and triggers new ideas and insights.” Brian Tracy

• Things you’d like to get better at and Things you’d like to get better at and how you are going to do to it…how you are going to do to it…

• How to Create Chemistry How to Create Chemistry • Using OBA’s – Use them. Use them for

internal meetings too.• Questioning – It’s about understanding

needs and helping your clients solve their problems and achieve their goals.

Take Away’sTake Away’s

Thank You!