Cisco training

Think different

http://www.youtube.com/watch?v=kTYiEkQYhWY


to help you lookat selling differently

Today, my goal is

Convincing strategy Stories Conversations

3 ideas

Intro CM! Stories Conversations Wrap

IntroIntro CM! Stories Conversations Wrap


Convince Me!™

Why should I buy what you’re selling?

Convince Me!

Think Sell Convince Plan Tell Show Try SatisfyYou

What was the last thing you “bought”?

Everyone buys


What was the last thing you “sold”?

Everyone sells


If you don’t know how to sell ...


... or if you do know how to sell ...


... this is an easy, simple way to sell.


Selling and convincing ...

Plan the tripTell your storyShow proofTry itSatisfy completely

Foster

Close

Educate

Find


We’re done.Go home.

That’s it


Don’t think like a seller.

Think like a buyer.


Why shouldI buy

what you’re selling?


What’s In It –For Me?

WII–FM


Money? Time?Leverage?Security?


For me?My business?My family?


My industryMy business

My pain

I expect you to know


Everyone sells,even you


ProductService

Point-of-view

What do you sell?


How do you sell?


Selling is not a one time event




Foster

Close

Educate

Find


△ T (time)

Your goal


0

I want to convince myself


Educate meInfluence mePersuade me

I will let you


Cajole (badger) me

Coerce (push) me

... but DO NOT


I didn’t think it through (!)

Buyer’s remorse


Decisions imply risk and reward. They

take time.


“If we educate them, they’re

ours.”

Charlie Giancarlo


Deciding to buy is logical. Buying is

emotional.


Empathetic Trustworthy Logical Emotional Truthful

I need you to be


Customer education is not

Marketing


Customer education is not

Public Relations


Customer education IS

a simple, easy way to sell.


160,000 IP phonesin 10 minutes




Foster

Close

Educate

Find


Know me,know my story,

know my backstory


How/why When Where How much Who/what

Know my story


How will I get frommy Point A toyour Point B?


What will I see? You know my points of

interest, right?


Who’s alongfor the ride?


Are we there yet?I need to get to your

Point B soon.


Are we goingdown the street or around the world?


Why should Imake the trip?


I only haveso much money and

so much time


Scenarios are powerful planning

tools


Plan alternate routes for roadblocks,

shortcuts ...




Foster

Close

Educate

Find


I want to knowYOUR story


Who are you?


Your story should be unlike any other



What’s YOUR story?



What’s OUR story?


Fit it to thelocation and

situation

Our story


Elevator pitch?Short stories?

Chat?Seminar?Meeting?


I helppeople sell


We help people sell


Stories Demonstrations Experiences

Has Length, width, depth Evolves with time Invokes emotion

A good story


7 layers of how to tell a story



Application Purpose, conversation

Session Media, audio, video

Transport Delivery: best effort or guaranteed

Network Payload, message

Link 1:many, 1:few, 1:1

Physical Location, medium connects locations, topology

What’s an idea?What works now?

Tell the truth


Your goal is to start a conversation


Conversations are threaded with

interactive stories


When they get it, stop.

Don’t kill them




Foster

Close

Educate

Find


Why should I believe you?


Careful, maybeI’m (really) smarter

than you


How it worksUnder the hoodTo what degree

#1 “Now I get it”


I have faith

#2 “I believe”


You have told me repeated truths

#3 “I trust”


with a quantitative,logical, rational

argument

Persuade me


http://www.youtube.com/watch?v=RGJdNPiWZzQ

http://www.youtube.com/watch?v=RGJdNPiWZzQ

Seeing is believingNo smoke & mirrors

Works vs. Idea

Demonstrate


1st hand is best2nd hand is good

Make it viral?

Success story


http://www.youtube.com/watch?v=d-KiGva9dV4

http://www.youtube.com/watch?v=d-KiGva9dV4



Foster

Close

Educate

Find


If seeing is believingtrying is buying


An event you can smell, touch, taste,

hear, see, feel

Sensory, emotional


An engaging experience

(dance, don’t watch)


Make it Real™


Make it a WOW!


A crowd experience(random gathering)

Good


A community of interest experience

Better


A personal experience

Best


VoIP for the Navy




Foster

Close

Educate

Find


Good conversations have questions, even tough ones

Questions are good


I’m sharing,not hiding them

Concerns are great


I need more. Where/how can I

learn more?


Ask meListen to me

Respond directly


How do you I measure success?


Did I buy?Would I buy again?

Only 2 questions


What if I’m not satisfied?


Some people are never satisfied


Satisfied Motivated Advocate who is

Remorseless Trusting

A SMART buyer


is your best seller

A SMART buyer


WiFi vs. noise




Foster

Close

Educate

Find



That’s it



Short Stories that Sell™

What’s a Google?

Think Find Frame Build Fit TellStories

What’s a Googol?10100


Why do you do what you do?

Tell me a story



http://www.wdydwyd.com/

http://www.wdydwyd.com/

I like to lookat things differently


Because good causes need to tell good

stories

Andy Goodman


http://www.thegoodmancenter.com/

http://www.thegoodmancenter.com/

Facts are forgotten, stories are

remembered


The sacred bundle of the Pawnee & Lakota Indians


NPRDriveway Moment


Andy Goodman’s 10 Laws of

Storytelling


Our brains are wired for stories

(and pictures)


NPR location sounds paint a picture,

they put you there

Visual audio


“A soul neverthinks without

a picture”

Aristotle


A 10’ ropefor

a 40’ hole


Mind’s eye Our eyes Hand/Eye

Roam


Mind’s eye – Tell Our eyes – Show Hand/Eye – Try

Roam – Foster


Look (precognitive)

See (cognitive)

ImagineShow

Visual thinking


{In

{Out

Experiential storytelling –

Christian communion


How/why (influence, cause)

When (position in time)

Where (space)

How much (quantities)

Who/what (objects)

Low/High Brain


“The universe is made of stories,

not atoms.”

Murial Rukeyser


http://en.wikipedia.org/wiki/Muriel_Rukeyser

http://en.wikipedia.org/wiki/Muriel_Rukeyser

Fact or fiction?


Real, simple, moving stories


Nothing sellsbetter than a success story


What’s your best success story?


Look forshort stories

that sell


SituationObstacleActionResults

LHH


EducateEntertainInspire

NPR


Story scenarios


DCAP at CPL Anticipate the unexpected Business as usual

One story or an episodic adventure?

Arabian Nights


“Share something vulnerable and the

audience is more likely to trust you.”

Tim Keelan


http://www.storyquest.com/

http://www.storyquest.com/

Remember culture


Who’s the protagonist? The

antagonist?


Flawed characters are more interesting


Everything must move the story

forward


Imbalance; what has changed?


Setting; when and where?


What’s the (emotional) hook?


Conflict keeps it interesting


One memorable fact

Everyone sells.6.7 billion people

sell every day


“In a 2 hour speech, people will remember

a 2 minute story.”

Andy Goodman


Small enough to digest, simple

enough to be retold


1:1,000,0001:101:1

Who & how many?


At a concertVia WebEx

In a theaterCandle-lit dinner

Where?


Now (spontaneous)

Then (scheduled)

When-ever (time-shifted)

When?


Speech (passionate)

Audio (engaging)

Video (amazing)

Performance (captivating)

Which media?


5 words5 sentences

5 minutes, 5 points

Short Stories that Sell


10 minutes


3D printingSacred bundle

Prop(ertie)s


SightsSounds

Smells, ...

Visual audio


Eye contact


Noise reduces focus Poor audio Poor video Bad pictures Unwanted sounds Unwanted images


Speakwith emotion


NormalSoft

LoudJolt

Voice combinations


HesitateSlowNormalFast

What are the character’s thoughts

& emotions?


Who is your favorite storyteller? Why?



That’s it



Convincing Conversations™

Presenting in 2010 is NOT

like it was in 1987

Tools Prepare Delivery NextDesign

1 thought per slide


Yes, I’m left wanting more. But

that’s good.


M.E.G.O.and the

Cisco SEVTs


KISS me,don’t kill me


10 slides20 minutes

30+ point font

Guy Kawasaki


24 bold point font

Audio clips


http://theideamechanic.com/samples-and-successes/







































































































Video Clips




Load time for graphics?

Internet access?


Compare the strange vs. the

familiar


Constrast


KeynotePowerPoint

or ?


Slideshare.net


Made to Stick Simplicity Unexpectedness Concreteness Credibility Emotions Stories


Nancy Duarte


Carman Taran


Jerry Weissman


Dale Carnegie


Be honestGo from the heart


Know your stuff material


Be confident.No audience

wants less. But ...


... don’t tryto be the expert if

you’re not.


Leave more than 1 minute before

the curtain goes up


Check the room, equipment,

expectations, etc.

Murphy’s corollary


Rehearse


Who, what, ...Keep asking

Plan. Ask yourself


Tell them (what’s coming)

Tell them (what they want)

Tell them (what you said)

Three point sermon


Will theysit back,lean forward,

or participate?


Kinesthetic learningTake a note


Q & A onlygoes so far


Don’t just present, start a conversation


Faceless presenting is REALLY tough


If you don’t “love it”, then why should I?


http://hubspot.com@danZarella

#SciPres

Twitter


@theideamechanic#HelpPeopleSell


Where can I learn more?



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WrapIntro CM! Stories Conversations Wrap

I like to look at things differently

to help you lookat selling differently

Today, my goal was

Convincing strategy Stories Conversations

3 ideas

Take a blank cardRate the class 0 ➞ 5

(0=a waste, 5= very helpful)

Take another cardFront: CommentsBack: Suggestions


That’s it


Really. Go home.

That’s it

Thanks!

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A/BC3D/-"&8E0E.212.F200(/BCG"!&'(&)*&+!),'+-.+/*HI7#&;3JK'""&8$3"!&'(&)*&+!),'+

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