The Competitive Edge10 Essential Rules for

Successful Business Development

Rob FishmanPartner, Sandler Training

The Competitive EdgeWhy should people do business with you?What differentiates you from your competitors?What is your strategy to create trust with another

human being?What is your current process for attracting and

developing new business opportunities?Beliefs WheelStarts with Mindset

What Do These People Have in Common?

What Do These People Have in Common?

What Do These People Have in Common?

All filed for personal bankruptcy and went on to have great success

“It’s what you learn after you know it all that counts” – John Wooden

Growth Zone

Comfort Zone

Panic Zone

Dead Zone

Success!

Attitude

Behavior Technique

#1 You Have to Learn to Fail, to Win

Have you ever lost a sale or business opportunity – and felt like a personal failure?

• It’s OK to fail• You as a person are not a failure• There is the REAL-you and the ROLE-you• Comfort Zone vs. Growth Zone• Tied to the process, not the outcome

The Beliefs Wheel

Beliefs

Judgements

Actions

ResultsSelf

Fulfilling Prophec

y

BehaviorsIt’s not how you feel that determines how you act,

it’s how you act that determines how you feel-

-David Sandler

You don’t have to like the behavior, you just have to do it –

-David Sandler

Belief Inventory Five beliefs that I need in order to build my business

1. 2. 3. 4. 5.

If I could change one belief, it would be: _________________________________________________________________________________________________________

The biggest negative belief that I need to overcome, in order to be more effective is: _____________________________________________________________________________________________________________________________________

I/RYou can perform in your roles “R” only

in a manner that is consistent with how you see yourself conceptually “I”

What you “R” is not who you “I”

Identity/Role Theory Identity (I) Role (R)

10 10

9 9

8 8

7 7

6 6

5 5

4 4

3 3

2 2

1 1

Conscience Wall separating I & R

Sample I/R Goals“IDENTITY’ - FEELINGS / ATTITUDE1. I will feel comfortable asking for referrals.2. I won’t feel intimidated asking for decisions.3. I am comfortable asking my prospect if we have a chance to do business.4. I am unafraid of any outcome from a sales call.5. I am comfortable discussing money with my prospects and clients.6. I have no fear of talking or hearing about my competition.7. I am confident that I can help my prospect improve his business.8. I am comfortable and confident calling “at the top”.9. I am comfortable asking my prospect to stick to the agenda.10. I feel financially independent, as if I didn’t need this sale.

#2 Money Does Grow on Trees

Are you getting your fair share of referrals?

• Grow your network, so you don’t have to start from scratch

• Add a branch• Water your tree• Money concept – Self Limiting Beliefs?

#3 The Way to Get Rid of a Bomb is to Diffuse it Before it Blows Up

Have you ever lost a sale because of a problem you could have dealt with earlier on in the process?

• What are some of the potential “bombs” in your world?

• If you know it’s going to blow up in your face….defuse it now

• Figure out the problem sooner than later• Don’t wait for the prospect to bring it up

#4 Work Smart, Not Hard

Have you ever stayed with a stalled sale or opportunity for too long?

• What is your definition of working “smart”?• The “all-or-nothing” mentality• What is it that you should be doing that

you aren’t? (Vice-versa too)• Working Hard = Emotional Needs• Working Smart = Going to the Bank!

#5 Only Decision Makers Can Get

Others to Make Decisions Have you ever lost a deal or opportunity because you didn’t make the right decisions?

• Do we sell how we buy?• Control your process• Make good “go/no-go” decisions• Act in a way that supports your decisions• What is a decision that you are struggling with right

now? • Analysis “Paralysis”• Getting ready to get ready?

#6 A Winner Has Alternatives, A

Loser Puts All His Eggs in One Basket Have you ever tried to “script” a conversation with a prospect ahead of time?

• “Three Legged Stool” of business development• Are we relying on too few behaviors?• Don’t try to plan the actual sales call word for word.• Do keep your options open• Behavior portion of Success Triangle

The Success Triangles

#7 There is No Such Thing as a Good Try

Have you ever found yourself using “weasel words” with a prospect or customer?

• Level of commitment • “Do or Do Not. There is No Try” – Yoda

#8 A Life Without Risk is a Life

Without Growth Have you ever felt as though you were being left behind..because you were unwilling to learn and attempt new things?

• If you’re not a risk taker, then you should get the hell out of business – Ray Kroc

• Climber, Camper or Parking Lot?• Keep reaching-Don’t get complacent• Don’t ever stop learning!• What risks are you currently taking?

Climbers, Campers or Parking Lot?

A: Climbers: Resilient, TenaciousWilling to take risks

B: Campers: Comfort Zone, Mediocre Performance

C: Parking Lot: non-starter, blame, excuses, denial

#9 No Mind Reading

Have you ever made an ASSUMPTION about a prospect that turned out to be unrealistic?

• Don’t assume facts “not in evidence”• Don’t misread between the lines• Ask what the prospect means• Beware of “wishy washy” words too.• Get the real facts

#10 The Best Sales Presentation You Will Ever Give, The Prospect Will

Never See Have you ever given a presentation that left the prospect needing to “think about it”?

• Telling vs. Selling• Questions lead to discovery• “Typically, when I talk to people in your situation,

the conversation revolves around A or B…..”• Letting the prospect discover for themselves, before

you present• Questions vs. Demos

Thank You

Rob FishmanPartner, Sandler Training 225 Wireless Blvd, Suite 104Hauppauge, NY 11788(631) 231-3538rob.fishman@sandler.com

www.legend.sandler.com