Breakthrough Blueprint Part 5 – Sales

Review of Last Week

•  Takeaways  and  Ac-on  Items  from  last  week  –  how  did  they  go:  – Skill  breakdowns  – Competency  models  – Standard  Opera-ng  Procedures  – Training  structures  

Part 5 - Measurable Outcomes 1.  To  learn  all  of  the  elements  of  a  complete  sales  

process  that  takes  a  client  through  the  psychology  of  buying  

2.  To  iden-fy  where  your  sales  process  needs  to  be  changed  to  maximize  SR    

 3.  To  have  the  tools  to  maximize  the  effec-veness  

of  each  step  in  the  sales  process  

Session Outline 1.  The  psychology  of  buying  –  the  process  from  the  

client’s  perspec-ve    2.  The  proper  sales  process    3.  Sales  collateral    4.  Sales  repor-ng,  goal  seMng,  and  coaching  

What is Sales?

The  process  of  understanding  a  client’s  needs  and  aligning  a  product/service  to  their  goals.      Not    Convincing  a  client  to  buy  Finding  a  way  to  make  a  client  buy  Etc.  

Attitude Shift

True  Sales  GeMng  to  know  your  client  as  a  person  

Being  completely  real  with  them  

Understanding  their  true  needs  

Finding  the  right  product/service  to  their  specific  needs*  

Leading  the  process  to  do  what  is  right  for  them  

“The  Salesman”  Focused  on  selling  to  them  

PuMng  on  your  sales  face  

GeMng  them  to  buy  a  specific  product/service  

Pushing  deadlines  based  on  your  -meline  

Making  the  sale  based  on  your  needs  and  goals  

The Basis of Buying: Trust

Character

Competence Common sense of purpose

The Psychology of Buying - Framework

•  Do  I  like  this  person?  •  Rapport  

•  Do  they  understand  what  I  need?  •  Needs  analysis  

•  Does  their  company/product/service  solve  my  needs?  •  Features  and  benefits  

•  Do  I  see  value  in  the  price?  •  Demonstra-ng  value  in  proposal  

•  When  and  how  do  I  buy?  •  2  trial  closes  and  1  ask  for  the  job  

Building Rapport

•  How  do  you  talk  to  a  friend?  

•  Meet  them  at  a  human  level.  Everyone  smells  bullshit  

•  Literally  have  fun  

Finding True Needs •  Real  vs.  surface  needs    •  Mul-ple  open  ended  ques-ons  

•  “How  long  have  you  been  planning  to  do  this?”  •  “What  do  you  want  to  achieve  by  doing  this?”  •  “What  is  important  to  you  when  doing  this  project?”    

•  Listen  80%,  speak  20%    •  You  found  the  true  needs  when  you  find  the  story    

Features and Benefits •  Acknowledge    

•  “What  I’m  hearing  you  say  is  that  X,  Y,  and  Z  are  important  to  you,  is  that  correct?”  Pause,  allow  them  to  agree  or  disagree.  

 •  Understand  Features  and  Benefits  properly    •  Have  them  sell  themselves  

•  “How  would  this  help  you?”  

Demonstrating Value

•  Price  is  irrelevant  in  the  presence  of  value    

•  Build  value  into  the  proposal  based  on  their  needs,  and  make  it  very  detailed  

•  Do  not  move  on  price  -­‐  this  destroys  value  

Trial Closing and Asking for the Job

•  The  stage  has  to  set  early  on    

•  Walking  the  client  through  their  decision  process:  •  Trial  close  1  •  Trial  close  2  

 •  Must  always  ask  for  the  job  –  directly,  confidently,  and  asser-vely.    

The Sales Process •  Why  have  a  defined  sales  process?  

•  Documented  and  understood  across  the  organiza-on  

•  Serves  to  proac?vely  walk  customers  through  their  psychology  of  buying  •  The  specifics  are  dependant  upon  your  specific  organiza-on,  service,  and  product    

The Sales Process Framework Mid-high AJS

1.  Set  up  2.  Arrival/introduc-on  3.  Scope  ID  4.  Understanding  needs  5.  Service/product  details  and  Features  &  Benefits  6.  Trail  close  2  7.  Take  off,  calcula-ons,  and  write  up    8.  Proposal  review  and  ask  for  the  job    •  Working  through  objec-ons  and  follow  up  

The Set Up Call •  Fundamentally  cri-cal  to  the  sales  process  

•  Allows  you  to  qualify  leads  and  spend  valuable  -me  with  the  right  poten-al  customers  

•  Sets  the  stage  for  the  es-mate  and  sale  •  Addresses  decision  makers    •  Trail  close  1  

•  Planned  out  and  followed  in  detail  •  The  customer  into  your  process,  not  you  into  the  customer’s  process.  You  know  what  they  need  beler  than  they  do.    

•  Followed  by  Pre  Es-mate  Email  

Arrival/Introduction •  Sidewalk  check    

•  Stop  the  race:  take  customers  out  to  end  of  driveway  or  back  of  front  yard  

•  Look  for  rapport  triggers  

•  Start  technical  if  you  need  to,  but  make  them  love  you  as  a  person  

Scope Understanding

•  This  is  where  the  sales  process  -es  directly  into  Gross  Profit,  be  accurate  

•  Get  clear  on  what  these  are  for  your  specific  industry  

•  Create  standardized  form  and  discussion  process  for  this  

Understanding Needs

•  Meshed  into  walk-­‐around  conversa-on    •  Pull  from  set-­‐up  call  notes  or  return  email  

•  Be  armed  with  key  ques-ons  that  work  for  you  to  start  the  discussion  

Product Details/Features & Benefits

•  Best  done  inside  amer  the  walk-­‐around  

•  Know  your  features  &  benefits  inside  and  out  

•  Should  be  presented  very  specific  to  needs  

•  Best  to  use  a  Client  Guide  to  aid  in  explaining  an  intangible  product/service  

Trail Close 2 •  Done  at  end  of  Features  &  Benefits  stage,  prior  to  take  off  of  numbers  

•  All  selling  is  done  at  this  point  –  you  have  either  won  or  lost  the  job  now  

•  In  order  to  do  this  trial  close,  you  must  have:  •  Build  enough  rapport  with  your  customers  •  Understood  their  needs  clearly    •  Discussed  the  related  features  and  benefits  thoroughly  Otherwise  you  cannot  ask  the  ques-on..    

Take off, Calculations, and Write Up

•  Done  at  -me  of  es-mate  if  at  all  possible  

•  This  should  be  systemized  with  the  following:  1.  Es-ma-ng  guide  2.  Es-mate  form  3.  Highly  detailed  proposal      

•  Ideally,  calcula-ons  and  write  up  in  vehicle    

Pitch and Ask for Job  1.  Proposal  review  with  both  decision  makers  

•  Proposal  faces  them  •  Start  with  price,  very  confidently    •  Go  through  from  top  to  bolom  •  Highlight  features  and  benefits  related  to  their  needs  •  This  is  just  a  summary  of  everything  that  has  already  been  

talked  about  

2.  Any  final  ques-ons    3.  Direct  ask  for  the  job,  working  tailored  to  you  

Working Through Objections •  An  objec-on  is  simply  a  need  that  has  not  been  met  

•  Flash  card  prepara-on  exercise    

•  Condi-onal  close  

•  Internal  follow  up  system  set  -­‐  ideally  in  CRM  sales  funnel  

Working Through Objections 1.  

Empathize  

2.  Ask  clarifying  ques-ons  

3.  Confirm  your  understanding    

4.  Address  the  problem  or  objec-on  

5.    Check  for  agreement  

Ask  for  the  job  

Follow  up  Trial  Close  

Sales Collateral

•  Pre  es-mate  email  

•  Client  guide  

•  Proposal  cover  and  follow  up  materail  

Sales Process Reporting

•  Key  metrics  to  benchmark  and  observe:  •  Lead  slippage  •  SR  •  AJS  

•  Sales  Process  Tracker  

Coaching Sales Staff •  GSR’s  to  diagnose  challenges    •  Lean  on  your  sales  process  to  ID  problem  points  

 •  In  field  sales  coaching  

•  Leading  the  process  •  Observing  

Next Week Final  Blueprint  session:  Priority  Management  and  Goal  SeMng    •  Construc-on  of  goals    •  Breaking  down  a  goal  into  tangible  steps    •  The  Priority  Management  process  •  Implementa-on  moving  forward  from  Blueprint  

Anything  else  you  would  like  to  touch  on  next  week?  In  person  or  digital?  

BTA Referral Program Free  webinar:  Thursday  November  5th,  3:00-­‐4:00    

 Topic  TBA  based  on  what  par-cipants  want  to  see    Who  would  benefit  from  this:  •  Have  a  func-onal  trades/service  business  set  up  and  fully  

opera-onal  •  Desire  to  grow  and  take  their  company  to  the  next  level  •  Entrepreneurial  and  open  to  learning    Referral  compensa-on    Go  through  your  network  and  invite  by  next  Thursday,  October  29th    

Action Items 1.  Script  out  proper  set  up  call  for  your  business    2.  Iden-fy  the  specific  opportuni-es  in  your  current  

sales  process    3.  Map  out  your  sales  process  that  will  hit  on  all  of  the  

above  items,  based  on  the  template  •  In  person  sales  process  •  Inbound  call  script    

 Please  send  in  by  5:00  PM  on  Tuesday  

Close

1.  Ques-ons  

2.  Key  learning  and  take-­‐aways