TRANSFORMATIONAL SELLING - Marketing & Sales Event · Will they HIRE me to help them? Do they NEED...

TRANSFORMATIONAL SELLING How to Help as Many Prospects as Possible

as Much as Possible with as Little Effort as Possible

by Helping Them Reach Success They Thought Impossible

PROBLEMS THAT NEED FIXING

Problems encountered with the existing Sales Methodology:

STARTING WITH THE “WHY”

Lack of Opportunities in the Funnel 1

2

3

Unanswered Proposals

Low Close Rates

4 Low Retainers

Takeaway: We WANT opportunities, prospects NEED help—but efforts are not invested correctly

WHY: LACK OF OPPORTUNITIES

What We’re Guilty Of Prospect Perspective

•  Reactive vs. Proactive opportunity generation activities

•  Not producing “helpful” content

“I don’t know what I don’t know”

WHY: UNANSWERED PROPOSALS

Takeaway: We WANT accepted proposals, prospects NEED to understand the value of proposed services


Time invested in proposal, no response to proposed scope of work

“You’re wasting my time by not showing how your services help me achieve my goals”

WHY: LOW CLOSE RATES

Takeaway: We WANT new business, prospects NEED to understand the value of services


Struggling to close opportunities as clients

“You failed to convince me that your services are what I need right now”

WHY: LOW RETAINERS

Takeaway: We WANT retention to foster growth, prospects NEED to understand the value of ongoing services


•  Closing Retainer vs. Project work

•  Agreeing on low retainers •  Little upsell opportunities •  Poor Retention

“You failed to convince me that your services are of long-term, ongoing value”

THE BIGGEST PROBLEM

It isn’t any of those previously mentioned– It’s the lack of value conveyed between what each party NEEDS and WANTS. It’s causing misalignment and is complicating the sales process.

A TRANSFORMATIONAL SALES PHILOSOPHY

WHAT IS IT?

A set of views and theories worthy of Inbound Marketing

Do they NEED my help? 1

2

3

Do the WANT my help?

Can I ACTUALLY help them?

4 Will they HIRE me to help them?

INFORMING THE SALES METHODOLOGY & PROCESS

HOW IS IT APPLIED?

Sales Philosophy Sales Methodology Sales Process

1.  Do they NEED my help?

2.  Do they WANT my help?

3.  Can I ACTUALLY help them?

4.  Will they HIRE me to help them?

1.  Research 2.  Prospect 3.  Connect 4.  Explore 5.  Diagnose 6.  Set Goals 7.  Co-Create Plan

8.  Present 9.  Close

•  An implementation of a sales methodology for a specific product and a specific buyer.

•  Has specific questions, stories and statements that help a salesperson implement the methodology to sell their product to their buyer.

Will they HIRE me to help them?

Do they NEED my Help?

Do they WANT my help?


GPCTBA C/I

Research Prospect Connect Explore Diagnose Set Goals Co-Create Plan Present Close

1.  Goals 2.  Plans 3.  Challenges 4.  Timeline 5.  Budget 6.  Authority 7.  Consequences 8.  Implications





RESEARCH


Goal How To use a set of criteria to identify target companies (and the contacts within) who might need your help.

The criteria is based on elements like the type of products/services they sell, their website, the size of the company and industry.

PROSPECT






Goal How To maximize the amount of prospect meetings with target companies.

Create a system to prioritize leads and then work them thoroughly.

Goal How To connect with a prospect live, determine whether they have an need help and establish why they might want your help.

Ask questions to learn more about the business context that they operate within, the unmet goal or challenge to overcome that can be addressed, and the contact's role within the company.

CONNECT






EXPLORE






Goal How To understand the prospect’s GPCTBA C/I.

Share expertise and ask questions to discover if the prospect needs help, wants help, and if they can be helped. Understand and illuminate the consequences and implications.

DIAGNOSE






Goal How To evaluate a prospect’s current or planned activities against an ideal plan for someone in their situation.

Confirm the prospect acknowledges this gap and the importance of bridging it.

SET GOALS






Goal How To work with the prospect to revise or quantify business goals, a specified time period that they need to achieve these goals and then set up a call to co-create a plan to hit these goals.

Ask questions to further define SMART goals and agree on these with specific tie-downs.

CO-CREATE PLAN






Goal How To work with the prospect to develop a business plan based off of GPCTBA C/I.

Use past information gathered through research, past calls, and sessions with the prospect to accurately develop a resource-appropriate plan that helps them achieve their goals in the specified time.

PRESENT






Goal How Get confirmation (buy-in) that you’re uniquely positioned to help them achieve their goals with the plan you’ve developed.

Present the plan you’ve created together and exactly how they’ll achieve it using the products and services you’re selling.

Goal How To get final agreement for them to hire you to help them.

Ask them.

CLOSE






Paving the Way for a New Sales Philosophy

TOPLINE RESULTS : CONSULTATIVE SELLING

The Client 1

2

3 The Helpful Sales Tactic

The Results 4

5 The Takeaway

The Challenge Flat growth, looking to expand

Set Goals: Determined revenue goals and correlated traffic & keywords activities to results.

•  25% revenue growth one month in •  10x traffic growth within a year

The importance of a consultative selling

IMPACT BRANDING : CONSULTATIVE SELLING

The Client 1

2


The Results 4

5 The Takeaway

The Challenge Hit hard by economy in 2010, already partnered with another agency

Diagnose: Helped reset goals and worked with them to plan a campaign

•  Met client’s expectations •  Client became an Impact evangelist

The importance of a process to align your strategy with the client’s ROI

PR2020 : CONSULTATIVE SELLING

The Client 1

2


The Results 4

5 The Takeaway

The Challenge

TRANSFORMATIONAL SELLING - Marketing & Sales Event · Will they HIRE me to help them? Do they NEED...

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