TAB East Bay North

The Alternative Board707-864-5762

www.tabeastbaynorth.com

The Real Secrets of the Top 20%

By Mike Brooks

TAB East Bay North

Material is based on the following Book

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Components of the Presentation

2 – 80/20 Rule3 - “Prepare to Win”

4 – Unqualified Prospects

Covering Seven Major Topics

5 – Getting to Closed

6 – The Objection

7 – Expect to Win

1 – General Sales Process

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Overall Business Process

Marketing SalesProduct/Service

FulfillmentAfter Sales

Support

FeedbackFeedback

MarketingMarketing SalesSales FulfillmentFulfillment Customer Customer ServiceService

Prospect Awareness

Unique Sell Proposition

Acknowledge Order

Customer Follow up

Reason to Buy Build rapport Schedule Project

Collect Feedback

Right Company

Clarify Needs Coordinate Project

ID any Issues

Value Proposition

Collect Information

Complete Project

Fix issues

Competitiveness

Propose Cust. Solution

Deliver to Customer

Resolve warranty

Availability Close Contract/Sale

Send Invoice/Track

Ask for referrals

Accounting / Tracking Metrics

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General Sales ProcessCustomer Engagement

Decide methods: Website, Phone, Referrals, Networking, etc…

Up Front Contract

Indicate the terms of the engagement and give the emotional commitment

ID Customer Needs

Ask questions to determine needs and desires of customers

Provide a Solution

How you provide a unique customized solution from your offerings.

Offer the Product

Complete the purchase transaction with a contract, PO, invoice, receipt, or letter.

Drive Interest Bonding

Unique Selling Proposition

Information Understanding

Needs Clarification

Advice Assistance Reassurance Removing Objections Quotation

Transaction Processing

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Up Front ContractThe time and length of the meeting.Who else should sit in with us?Should I leave if you have a phone call?I am going to ask you questions?I want you to ask me detailed questions.We will make a decision on what the next

step should be with us.

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BondingGet them talking about their passion.Follow the speech patternMimic the body languageListen for and mimic the perception wordsCommon interestsReveal something of yourself

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Ask Questions

By asking questions, you get the prospect to do most of the talking.

Questions shift the focus from you to the prospect to where it belongs.

Questions probe. They uncover the “real” issues. Prospects hide their true motives as a built-in defense mechanism to thwart salespeople.

Questions allow the prospect to become emotionally involved. People make decisions intellectually, but they buy emotionally.

TAB East Bay North

Components of the Presentation

2 – 80/20 Rule3 - “Prepare to Win”

4 – Unqualified Prospects

Covering Seven Major Topics

5 – Getting to Closed

6 – The Objection

7 – Expect to Win

1 – General Sales Process

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The 80/20 Rule

80% of the sales revenue and income in any company or

industry is usually made by the top 20% of the sales force

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Listening / Talking: 80%:20%The 80:20 law as it applies to selling

techniques.As the salesperson, you should be listening 80% of the time and talking 20% of the time.

Selling is no place for motor mouths. The more you listen, the more you will sell.

Practice the active listening techniques of paraphrasing and asking clarifying questions.

To quote an old Chinese proverb, “Seek to understand before being understood.

TAB East Bay North

Components of the Presentation

2 – 80/20 Rule3 - “Prepare to Win”

4 – Unqualified Prospects

Covering Seven Major Topics

5 – Getting to Closed

6 – The Objection

7 – Expect to Win

1 – General Sales Process

TAB East Bay North

Secrets of how the Top 20% prepare to win

1. The top 20% prepare to win.

2. Become a sales professional.

3. Practice doesn’t make perfect, it makes permanent.

4. Know your numbers.

5. Record yourself.

6. Learn to listen.

7. Develop and use effective Scripts.

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Prepare to Win Rule 1 : Make a Commitment

• Make a personal commitment to “Be the Best”.

• Become a Sales Professional.

•Treat it as a career not a job.

•This allows you to do the hard work to become the best.

• Come in early and stay late.

•Start making calls early (7:45)

•Stay late to prepare for tomorrows early calls.

•Manage your time effectively.

•Eliminate time wasters.

•E.g. extending calls for prospects who will not buy.

•

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Prepare to Win Rule 1 : Make a Commitment

• Learn and practice effective techniques

•Ad-libbing is how the bottom 80% make their living.

• Invest in yourself

•Take sales training courses, buy books, IPod downloads etc…

•http://www.mrinsidesales.com/secretresources/

• Improve your Product Knowledge

• Develop an expectant attitude of Success

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Golden Rule 1 : Be Specific

• Do research and leave a message that specifically addresses a problem or event that your prospect is dealing with. For example, if you find out on their website that they are opening a new branch or division in another city, mention this and tie it in with your value proposal. And always use their first name. Something like:

"Hi Barbara, Mike Brooks here with HMS software. I'm calling about your new office that's opening in Houston next month, and I wanted to provide you with some ideas that may help with your networking issues. We work with a lot of companies in the area, and I think you'll find it useful if we talk.

You can reach me by calling area code (800) 222-0568. That number again is area code (800) 222-0568, and ask for Mike Brooks. I look forward speaking with you and thanks for returning my call.”

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Golden Rule 2 : Use A Script

• You absolutely must script out exactly what you're going to say.

• Nothing gets your message deleted quicker than a series of ums and ahs.

• People are way too busy to sit through -- let alone call back -- a message that rambles on and on by someone who doesn't appear to know why they are calling.

Also, by scripting your message you can create great content ahead of time and delivered like a professional -- unlike the other 80% of the messages they get.

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Golden Rule 3 : State their Problem and offer a Solution

• Did you notice that in the voicemail sample in rule #1, mentioned a specific event (their move) and a possible problem (networking issues) as well as potential solutions to their problems (some ideas that may help you)?

The winning voicemail formula -- mention specific problems your prospect is having and offer your solutions to them. Prospects are only thinking about themselves and will only be interested in you if you can help them solve their problems.

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Golden Rule 4 : Mention how your solution has worked for others in their industry.

• Did you notice in the sample voicemail message the part about “we work with a lot of other companies in your area"? People want to work with, and in fact feel comfortable working with, people who understand their business. If you have experience at solving other company’s problems, then your prospect will want the same solution as well.

Everyone wants to work with successful companies and if other companies are using you, they figure you've got to be doing something right.

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Golden Rule 5 : Never, ever leave more than two messages .

• After you leave your first message, wait at least a week before you leave a second. And if that doesn't get returned, move on.

• The last thing you want to be is a pest and a desperate one at that. After two messages, your prospect has your name and number, and if they are interested they will call you back. And if they don't then you get to spend time looking for someone who will.

In conclusion: to give your voicemail messages the best chance of being returned, follow these 5 Golden Rules. And make sure to have a solid script ready for when they do call back!

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Prepare to Win Rule 2 : Practice Perfection

• Get in the habit of mini critique sessions after each call (ask):

1. What went right?

2. What should I change?

3. How am I going to change it?

4. .What can I do at the next call to improve?

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Prepare to Win Rule 3 : Prepare for Objections

• Objections are going to happen. Ask yourself:

1. What are the top three objections I get when I make cold calls?

2. How about when I call a prospect back to close them?

3. Am I prepared with scripted responses when I get them?

• Resources for building scripts:

1. See your companies training Manual.

2. Seek out your companies top closers.

3. Get a coach.

4. Read this book and read it again.

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Prepare to Win Rule 4 : Know your numbers

• Partial list of items to track:

1. The best call times during the day

2. The number of phone calls you need to make before getting a qualified prospect.

3. The number of prospects you have to call back before you close a sale.

4. Your closing percentage.

5. The number of leads you send out a day

6. The closing percentage on the leads you send out.

7. The value of each golden hour.

8. The value of each qualified prospect.

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Prepare to Win Rule 5 : Record Yourself

• Record your calls and check for:

1. Did you give your prospect a chance to tell you everything?

2. Did you talk over your prospect?

3. Did you hear exactly what they were saying,or did you hear what you wanted to hear?

4. Did you introduce an objection?

5. Did you talk past the close?

6. Did you ask the right questions based on what they said?

7. Did you question the red flags?

8. Did you even hear the red flags?

www.MrInsideSales.com/SecretResources to find recording devices.

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Prepare to Win Rule 6 : Listen

• 5 lessons about listening:

1. Use a script

• Keeps you focused on their answers not your next question.

2. Don’t interupt

• It is rude, disrespectful and clearly shows you are not listening.

3. Pause for 3 seconds

• This will coax your prospect into filling the space with value.

4. Keep them talking

• Use open ended questions like: What do you mean?.

5. Listen to your own recordings

• Evaluate your own listeninhg skills.

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Rule 7 : Pre-call planning and Scripting

• Plan your next day before leaving office:

1. Plan your closes

2. Review your prospects buying motives and possible objections.

3. Set a goal for the number of prospecting calls you will make.

4. Organize your leads and call lists.

5. Set three priorities.

6. Group your non-essential activities and set aside time to complete them.

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Rule 7 : Pre-call planning and Scripting

• Organize your scripts. Here is a list to consider:

1. Opening Script

2. Rebuttal / Response Scripts.

3. Qualifying Checklist.

4. Closing Script.

5. Closing Rebuttal / Response Scripts.

Effective use of scripts seperates the Top 20% from the rest.

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Prepare to Win : Gatekeeper Script

Gatekeeper: Can I tell him who’s calling?Salesperson: Yes, Please tell him the Mike Brooks from

Mr. Inside Sales is calling please.

Gatekeeper: Can I tell him what this is about?

Salesperson: Yes, Please tell him it’s about our upcoming top 20% sales training. I’ll hold while you get him… or I’ll hold while you put me through.

Using please twice and an instructional comment will eliminate 80% of any further screening.

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Prepare to Win : Negative reflex Script

Prospect: I’m not interested.

Salesperson: We do business with XYZ.

Prospect: We don’t have the money now.

Salesperson: That’s exactly why I’m calling you see...

The idea is to get past their negative reflex and get them to engage.

TAB East Bay North

Components of the Presentation

2 – 80/20 Rule3 - “Prepare to Win”

4 – Unqualified Prospects

Covering Seven Major Topics

5 – Getting to Closed

6 – The Objection

7 – Expect to Win

1 – General Sales Process

TAB East Bay North

You can’t close an unqualified prospect

• Top 20% focus on disqualifying buyers sooner rather than later.

• Throw your sales pipeline away.

• Prospects never get better.

• Deal killers on the front end will never go away.

• Look for early red flags and trust your gut.

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Why Qualify a Prospect

The brutal reality is that leads and prospects never get better with time. The top 20% are ready to deal with reflex responses with

scripts.

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Handling Brush Off’s: Looking at Info

Prospect: I usually buy from _____, but would like to see your information.

Salesperson: Why would you switch vendors?

Salesperson: How many other companies have you looked at in the last 6

months?.

Salesperson: And, how many did you go with?

Learn to ask hard questions to verify your intuition.

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Handling Brush Off’s: Looking at Info

Prospect: I’d like to look it over.

Salesperson: Great and when you do, if you think it will help your business, when would you move on it?

Remember to respond with tough positions with questions.

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Reflex Responses : I’m not interested

Script 1: That’s fine and many of my best clients said the same thing. As they learned more about the benefits they were glad they took a few minutes. One thing they liked …

Script 2: I didn’t expect you to be interested. You don’t know enough about it yet. But I do know you are interested in (saving money, increasing $, increasing productivity etc…) continue on…

Script 3: I can understand that. You probably get a lot of these calls. I know what that’s like because I get a lot of calls too. Once in a while I listen because something really good comes along. And that’s what's happening for you right now. You see …

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Reflex Responses : Just send Information

Script 1: I’d be happy too and if you like what you see, would you be ready to place an order?

Script 2: Before I do, I want to make sure you be ready to act on it if you like it. Let me ask you (qualifying questions on budget, decision-making process etc…)

Script 3: Sure and after you receive the information, how soon are you going to be making a decision?

Script 4: And what would you need to see to say yes to it?

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Reflex Responses : We’re Happy

Script 1: That’s fine and many of my current customers said before they learned more about_________. Just out of curiosity what do you like most about your current (vendor, product-service, etc…). The key here is to keep them talking.

Script 2: That’s great, whenever you get a great product for a great price you should never think about switching. Out of curiosity, how did you make your decision to go with them? The key here is to keep them talking.

Script 3: I am glad you are taken care of right now, let me ask you something. If you ever found it necessary to get another (quote, point of view, vendor, information …) could I be the first in line to talk to you about some of your needs? Great, I’ll go ahead and send you some of my contact information. Do me a favor and keep it handy if you need ….

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Reflex Responses : I’m too busy

Script 1: That’s exactly why I called. I know how busy you are and I wanted to set up an appointment when both of us will have more time to talk. Will Thursday at 2:00 PM work for you?

TAB East Bay North

Components of the Presentation

2 – 80/20 Rule3 - “Prepare to Win”

4 – Unqualified Prospects

Covering Seven Major Topics

5 – Getting to Closed

6 – The Objection

7 – Expect to Win

1 – General Sales Process

TAB East Bay North

Secrets of how the Top 20% close1. You sound professional.

2. You remain in control.

3. You concentrate on listening.

4. You won’t introduce objections.

5. You won’t talk past the close.

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Closing : Opening remark 1, HI C or S

Hi, _________, this is Mike Brooks from Mr. Inside Sales. I’ve been looking forward to speaking with you, and I am sure you looked at the information I sent you, and probably even have a few questions. Do me a favor and grab that information, I’ll hold while you do…

Never say, I’m calling to follow up….

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Closing : Opening remark 2 , Hi I

Hi, _________, this is Mike Brooks from Mr. Inside Sales. How are you doing today? Great. It’s been an exciting morning here and I have a few updates on that info/quote I sent to you. It’ll just take a minute to bring you up to speed. So do me a favor and grab that info, I’ll be happy to hold on while you do …

Never say, I’m calling to follow up….

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Closing : Opening remark 2 , Hi D

Hi, _________, this is Mike Brooks from Mr. Inside Sales. How have you been? Great. The good news is that this won’t take long, and you’ll be glad you took a few minutes to go over this briefly. Do you have the quote handy, or should I hold while you grab it …

Never say, I’m calling to follow up….

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Closing : The Instant Assumptive Close

Hi, _________, this is Mike Brooks from Mr. Inside Sales. Well I must tell you, I’ve been looking forward to speaking with you today. You see I was thinking about how happy my other clients are and how much I enjoy talking to them, and I realized you could easily become one of my best clients as well.

Now I’m sure you reviewed the information, and like them, can see the benefits that this product/service can bring to you. My question to you is: Would you like our (larger offering) or would you like to start with our (smaller offering). Then listen……..

Your intuition will guide you on when…

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After Delivering Price1. Ask them how they feel, or where they stand relative to

the price you just delivered.

A. How does that price sound to you?

B. Is that within your budget?

C.Which of these price points appeal to you the most?

D. Is that what you are looking to spend?

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The Power of Trial Closes1. Subtle Pulse Takers.

2. Targeted.

3. Direct Closing questions.

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Subtle Pulse Takers1. Are you with me on that?

2. Does that make sense?

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Targeted1. Is that what you were looking for?

2. Is that going to fit your situation?

3. Is that within your budget?

4. Can you see the benefit here?

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Direct Closing Questions1. If this is all you knew about this, would you be tempted

to buy it/go with it/hire us?

2. Does this sound like the solution you need?

3. Am I getting close to having a new client?

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The Multiple Choice Close_________, some of our clients start with the

minimum investment package of $XXXX, and usually wish they had taken more, while other clients realize that with an (investment, product, service) this good, it makes sense to move other things around to get more liquid and participate at the $YYY level. And of course our professional clients won’t even consider anything less than $BBB in something this good. Where do you see yourself starting? …

You compete for spending $, not just direct competitors.

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The Drop CloseI can understand that your budget may be a little tight

right now, but I also know that you would like to participate in this program/take advantage of this offer/use this service, right? Well, _______, sometimes a split position does become available, and if it is not already spoken for, and my partner approves it, I can sometimes offer it to new clients such as yourself. Now, I am not saying I can, but If I could get you a starting position today, at just half the price of the regular unit, is that something you would move on right now?

When they are interested but can’t find the budget

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The Building Value CloseYou know I am aware of all the other options for this,

and quite frankly, If I thought they were better for my clients, I’d be working there and selling their products.

Bottom ;line, if you want the best overall value/results/experience then do what I did. Choose ________. You will always be glad you did. Now do you want to start with the X Size order, or would the Y size order be better?

Use enthusiasm to build value

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Components of the Presentation

2 – 80/20 Rule3 - “Prepare to Win”

4 – Unqualified Prospects

Covering Seven Major Topics

5 – Getting to Closed

6 – The Objection

7 – Expect to Win

1 – General Sales Process

TAB East Bay North

Answering Objections

When sales reps ask how or when they should handle objections, they are often surprised by my

response. I tell them they should never answer objections.

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How the Top 20% handle objections

1. Use a softening statement.

2. Isolate and question the objection.

3. Answer the objection.

A. Once you have uncovered the real objection, use a scripted response to answer it.

4. Confirm your Answer.

A. Does that answer that for you/ Make sense?

5. Ask for the deal.

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The top 5 Objections1. I need to show this to ______.

2. The price is too high.

3. I want to think about it.

4. I already have a supplier/company I work with.

5. We don’t have the budget.

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Your price is too high

Script 1: I understand that and let me ask you. If this price is exactly what you were willing to pay, is this product/service the solution you would go with today? Then shut up and Listen…..

Most objections are just smokescreens. Qualify all objections.

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I’ve got to talk this over with ______

Script 1: I can totally understand that ________ and let me ask you. If you did speak with _______ and they said whatever you thought was fine with them, would you go with this today? Then shut up and Listen…..

Find the real roadblocks.

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I want to think about it

Script 1: That’s OK and I want you to think about it carefully before you make any decision. From what we have discussed so far, I know that you understand how the product/service works, right?

And if you were to decide to move on with this product/service then the money wouldn’t be a problem. I mean this does fit within your budget today, right?

Great, just to clarify, what part of the product/service do you want to think about?

Find the real roadblocks.

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I already have a supplier/company I work with

I am glad you are using XYZ Company for this. You see, I only work with companies who understand the importance of this service – My job is in increasing value and not to increasing new accounts to this market. And _______, I am sure that XYZ is the best supplier you have found so far, and that is why you are still using them, right?

Well _____, I am interested in helping you take your business to the next level. And I want to start slowly with you and prove our worth. I don’t expect a total switch, rather just an opportunity to help you improve your business. I am going to suggest you start small with our … and you’ll have a chance to compare our product/service. After 90 days you be the judge. Now I can have this for you by…

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We don’t have the budget

Script 1: __________, If the budget were available on this, would you move forward on this today?

What else would you need to see before you would move forward on this?

What else do you do when an emergency expenditure comes up, where do you get the budget for that?

When was the last time you were able to squeeze something like this into your budget?

Well ______, since you agree that this solution would be a perfect fit for you, where could you get the money from?

_________, If I could structure the payments to fit within your current budget, and spread other payments into your next budget period, would that make it easier to get started with this today?

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I looked it over and I’m not interested

Script 1: I understand and that’s perfectly OK. At first many of my clients don’t fully understand the benefits of this and that’s why I’m here. But, let’s do this, I’ll take a few minutes to explain the benefits to you and if you are still not interested we’ll part friends. Do you have the information handy? …

Script 2: I didn’t expect you to be interested. If this thing sold itself they wouldn’t need me, they’d send out the information and the clients would send checks. But seriously, this product has many features that my clients enjoy and and can’t live without, and it may be that way for you too. Do yourself a favor and spend a few minutes with me and find out how and if this would be right for you. Go ahead and grab the information and let me cover a few things - do you have it handy? …

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I don’t have the time right now

Script 1: I know that feeling, my schedule is pretty full as well. Should I call you back in an hour, or would later this afternoon be better? (Then make a definite appointment an keep it…)

TAB East Bay North

Components of the Presentation

2 – 80/20 Rule3 - “Prepare to Win”

4 – Unqualified Prospects

Covering Seven Major Topics

5 – Getting to Closed

6 – The Objection

7 – Expect to Win

1 – General Sales Process

TAB East Bay North

Stay Positive

The most powerful form of positive and effective affirmation are your

written SMART goals.

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“Good sales practices focus on the prospective customer. Good questions help them reveal what they want to buy and how you can best satisfy their needs.”

Ray Brun

The Alternative Board

TAB East Bay North

The Alternative Board707-864-5762

www.tabeastbaynorth.com

Backup Slides

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Typical Retail Lead Conversion Process

Observe Customer

Ask if Customer needs Help

Select Items to Show

Answer Questions

Complete the Sales Transaction

Engage with Customer

Show Items and Discuss

Offer the Product

We will not be covering this in this workshop

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EMAIL Blast orReferral

CustomerViews Website

Prospect Calls by Phone

Who receives

sales calls

Salespersonasks

Scripted Questions See Pg 4

Review prospects Website

Fill out Marketing

questionnaire

VerifyRequirement Understanding

1

Have Budget?

Refer to competitor

Yes

No

Know Your Process?

Take time to educate

Yes

No

Worked w/Other

printers?

Yes

No

2

Want Quote?

Yes

No

3

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YesAsk for CustomerMeeting

No

Meet at Your

Company?

No

Schedule Appointment

Yes

No Follow Up?

Create customized

quote

Review Portfolio / Workwith Prospect

Customer Signs Quote?

Yes

No

Add Project to Project tracker

2

Find out Decision making

Process?

Plan ProspectEngagement

1

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Prospect added to Pipeline

No

Yes

3

Find out reason why customer didn’t buy?

Add to Future

Objection Strategies

Modify Marketing Strategy