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Learn from sales experts Craig Elias, Tim Dunne and Donato Diorio about how to establish credibility in order to be a more effective salesperson.
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Get INSTANT
CREDIBILITY With the
Best Prospects Tim Dunne
Sales Author Craig Elias
Trigger Event Selling Donato Diorio
CEO, RingLead
#InstantCred
@CraigElias @Dunne_Tim
@iDonato
Questions via Twitter
Q & A
CraigElias
Photograph by EwanNicholson.ca
Status Quo
• Loyal • Profitable • Testimonials & WOM
Testimonials Matter
http://Bit.ly/C-Level-Validation #InstantCred
Afford Funnel Movers
Justify Funnel Shakers
Want Funnel Fillers
StatusQuo
Window of Dissatisfaction™ Searching for Alternatives
Craig Elias 2002
© COPYRIGHT Craig Elias 2002 - 2014
#InstantCred
Interest Trigger
Decision Trigger
20,000 CONSUMERS5 INDUSTRIES3 CONTINENTS
http://bit.ly/McKinseyOnTriggers * The Afford Trigger is not part of McKinsey’s original research
Afford Trigger*
McKinsey 2009
* Trigger Events are not part of Google’s original research
Trigger Event*
Google 2011
#InstantCred
“It applies in both a
consumer AND
a business-to-business context”
Beth Comstock CMO & SVP
#InstantCred
“80%
of B2B purchases are unplanned and
unbudgeted”
bit.ly/BreakingOutOfTheFunnel
Demand Gen 2013
#InstantCred
Status Quo
The ABC’s of Trigger Events
Want • Awareness
– Legal, Risk Avoidance, Economics
• Bad Experience – People, Product, Provider
• Change – People, Places, Priorities
© COPYRIGHT Craig Elias 2002 - 2014
#InstantCred
Spending $1Million+ on new initiatives did so within their
first 90 days
80%
bit.ly/90DaySalesWindow
Four Opportunities / Job Change
1. Where did they go?
2. Who did they replace?
3. Who replaced them?
4. Where did their replacement come from?
© COPYRIGHT Craig Elias 2002 - 2014
#InstantCred
6 9
12 15
18 21
24 27
30 33
36 39
42 45
48 51
54 57
60 63
66 69
72 75
Leads Per Month (Based on 100 initial contacts)
© COPYRIGHT Craig Elias 2002 - 2014
#InstantCred
6 15 27 42 60 81
105 132
162 195
231 270
312 357
405 456
510
567 627
690
756
825
897
972
Total Number of Leads (Based on 100 initial contacts)
© COPYRIGHT Craig Elias 2002 - 2014
#InstantCred
Most Select A New Provider
79%
agree there is a problem... but are not committed to doing anything about it.
Jolles.com #InstantCred
Credibility Curve™
Ris
k
Time
Sale
No Sale!
© COPYRIGHT Craig Elias 2002 - 2014
#InstantCred
“The two most important requirements for major success are:
1. Being in the right place at the right time,
2. Doing something about it.”` Ray Kroc, Founding CEO
#InstantCred
Tim Dunne
C R E D I B I L I T Y
Tim Dunne
#InstantCred
#InstantCred
BE USEFUL
#InstantCred
Map of the Meeting
END
BE USEFUL
MIDDLE
BEGINNING
CREDIBILITY
WAIT
#InstantCred
When you don’t have credibility, clients say things like.
“It’s all good now.” “That issue has faded in the last three months.”
They answer questions with questions. “Can you tell me more about you? Why should we work with you?”
No credibility- No traction! #InstantCred
How Much Credibility?
Enough credibility until your client will answer the questions you ask.
#InstantCred
Paths to Credibility
1. Shared Community 2. Professional Process and Protocol 3. Expertise, Experience, Knowledge
#InstantCred
Shared Community
1. Personal Connection- The Michigan lakes.
2. Referral (in this case from me)
3. Business connection- the two companies were already familiar with each other.
#InstantCred
Detour: the meeting before the meeting
#InstantCred
#InstantCred
Small Talk Small Talk
? #InstantCred
Meeting before the Meeting • Meeting starts the moment you walk in the
building. • Be deliberate. Have a list of logistical
questions to ask the receptionist. (How many people work here?)
• Pay attention. Ask questions about what you see that you are authentically curious about.
• Disclose – It let’s them connect to you. Disclosure invites disclosure.
#InstantCred
Formal or Informal
#InstantCred
Novice or Veteran
#InstantCred
Variables to assess which credibility builder to use
Credibility Method Formal / Informal Novice / Veteran
Shared Community Informal Veteran
#InstantCred
Paths to Credibility
1. Shared Community 2. Professional Process and Protocol 3. Expertise, Experience, Knowledge
#InstantCred
Why a presentation?
“So I can interrupt it.”
Questions ??
#InstantCred
Professional Process, Protocol
1. Process Control of the Meeting - A presentation 2. Scripting – Saying the things you say often clearly,
briefly, cogently
#InstantCred
Variables to assess which credibility builder to use
Credibility Method Formal / Informal Novice / Veteran
Shared Community Informal Veteran
Professional process, protocol Formal Novice and Veteran
#InstantCred
Experience, Expertise, Knowledge
1. Cogent Industry Commentary 2. Reputation 3. Assume It
#InstantCred
Variables to assess which credibility builder to use
Credibility Method Formal / Informal Novice / Veteran
Shared Community Informal Veteran
Professional process, protocol Formal Novice and Veteran
Experience, Exper>se, Knowledge Both Veteran (data is available to the Novice )
#InstantCred
CREDIBILITY
How do you get it? As soon as you have it, do you start to dig?
#InstantCred
Fact:
...my story of chasing it
Credibility drives success
#InstantCred
Credibility & call response
First >me outreach response is plumme>ng #InstantCred
AIack plan: apply the 3 M’s
Measure Metrics Methodology
#InstantCred
Measuring credibility
Sale No Sale ? ? ?
#InstantCred
Measure 1: Gather data (I saved 400 voicemails)
#InstantCred
Measure 2: Human observa>on
Captures aIen>on (Shock and Awe)
Mul>ple touches
Message quality
Credible outreach
Random success
Without mul>ple touches you do not mo>vate people to act by building your brand and messaging
Brand failure
Without message quality, you don’t get a second chance. You’re doing a disservice to your brand
Your message can be tremendous... but if it never captures their aIen>on, it is “lost in the ocean” of outreaches
Lost in the
ocean
Metrics for credibility
#InstantCred
# 1 2 3 4 affect 1 2 3 4
Contact venues
Peer influencers # 1 2 3 4
affect 1 16 24 ?
Industry knowledge percen>le 20 40 60 80 100 affect 2 4 6 8 10
Prospect knowledge percen>le 20 40 60 80 100 affect 2 4 6 8 10
-OR-
Outreach metrics
• Conven>onal wisdom for peer influencers is a myth. Leveraging a second point of contact into an organiza>on does not double your success.
• It triples your success • Each addi>onal point of contact mul>plies your chances
by 3. Having and leveraging 3 points of contact in an organiza>on yields a 9X success factor
Outreach myths vs. metrics
#InstantCred
Phone call +1 Addi>onal contact venues, each +1 Prospect knowledge or industry knowledge 0-‐10 S>cky 0-‐5 Leave contact informa>on 2x 0-‐2 Peer influencers, leveraged (minimum 2) x8 Clear 0-‐8 Concise (within >me limit) 0-‐8 Conversa>onal 0-‐4 Credible 0-‐4 Cadence 0-‐4 Consistent 0-‐4 Customized 0-‐4 Compelling 0-‐4 Passion 0-‐15 Fillers: er, um, ahh, your know -‐5 per Weakeners:“I’m just”“I wanted” -‐5 per
40 15
Max100
Develop a peer scoring system
24 17
4 Score
Minimum competency
Average outreach
Standard scripts SOI scripts
Voicemail measure
#InstantCred
Develop a methodology
#InstantCred
A tale of 3 voicemails
Straw: A Voicemail Disaster
Hi, Mr. Diorio, this is Sarah Smith from the Sales Training Center and I’m just calling you to let you know about our new sales training product that, um may be of interest to you. If you could get back to me at 414-‐555-‐1212, I’d like to set an appointment with you to discuss this great new product in detail. Thank you and I look forward to speaking with you” Score: 10
I’m just calling may be of interest
I’d like to If
you could get back to me um
S>ck: An Acceptable Voicemail
Score: 50
Mr. Diorio, thanks for aIending our webinar. We’ve increased sales at companies like Donnely Technology by 25% using our new sales training program. This is Sarah Smith and if you are interested to see if we can do the same for you, let’s connect and I’ll explain how we did it at Donnely. I’m with The Sales Training Center and can be contacted at 414-‐555-‐1212. Thank you.
and if you are interested
thanks
Mr. Diorio, thank you for aIending our webinar. Sales grew 25% at Donnely Technology using our proven sales training program. In the next few minutes, I’ll be reaching out to network with Gregg Thaler and John Kostorus. This is Sarah Smith and I can do the same for your team. When we connect I’ll explain how we did it at Donnely. I’m with The Sales Training Center and can be contacted at 414-‐555-‐1212. Thank you.
Brick: A Solid Voicemail
Score: 83
network with Gregg Thaler and John Kosturos I’ll be reaching out to
ringlead.com/capture #InstantCred
Q & A
TriggerBook.com +1.403.874.2998
Bit.ly/DontClose +34.695.597.316
Bit.ly/InfluenceSpheres +1.262.754.8080 x211
#InstantCred