Welcome to the IEEE Consultants’ Network Targeted Results, Inc. Seminar How to Communicate...

Welcome to the Welcome to the IEEE Consultants’ NetworkIEEE Consultants’ Network

Targeted Results, Inc. SeminarTargeted Results, Inc. Seminar

How to CommunicateHow to CommunicatePowerfully without SellingPowerfully without Selling

Led by Ed WeinbergLed by Ed Weinberg

Targeted Results, Inc./Sandler Sales Institute

What is the purpose What is the purpose of this meeting?of this meeting?

Show you… Show you… How you can be powerful in business without a How you can be powerful in business without a

personality transplantpersonality transplant

Your scientific approach to problem solving is Your scientific approach to problem solving is notnot good for selling and what you should do good for selling and what you should do

How to answer, “What do you do?” or begin a How to answer, “What do you do?” or begin a conversation with a prospect that will instantly conversation with a prospect that will instantly make them interested in talking with you.make them interested in talking with you.


What you think is what you getWhat you think is what you get--Working the Right Side of the ProblemWorking the Right Side of the Problem

BeliefsBeliefs

AttitudeAttitude

ExpectationsExpectations

GoalsGoalsPlansPlans

BehaviorBehavior

ResultsResults

Targeted Results, Inc./

Sandler Sales Institute

How to be likedHow to be liked

Bonding and RapportBonding and Rapport


Bonding & RapportBonding & Rapport

BondingBonding: Having common qualities that enhance a : Having common qualities that enhance a relationshiprelationship

RapportRapport: To answer back in a way that is like the initial : To answer back in a way that is like the initial activityactivity


• People like people who are like themPeople like people who are like them

• People like to be with people who are like themPeople like to be with people who are like them

• People like to do business with people they likePeople like to do business with people they like

• All things being equal, being liked is criticalAll things being equal, being liked is critical

• All things not being equal, being liked is moreAll things not being equal, being liked is more

important than being rightimportant than being right

Bonding and Rapport RulesBonding and Rapport Rules


Building RapportBuilding RapportHow to get people to be comfortable with you, and you with them, almost instantly

The Communication Pie

Mirroring and Matching

Understanding Ok-ness

Paraphrasing & Restating


The Communication PieThe Communication Pie

PhysiologyPhysiology 55%55% TonalityTonality 38%38%

Words 7%Words 7%


NLP- NLP- Neuro-Linguistic-ProgrammingNeuro-Linguistic-Programming

We learn about patterned PHYSICAL behavior We learn about patterned PHYSICAL behavior of others before we learn to speak and of others before we learn to speak and continue to update that informationcontinue to update that information

These patterns are permanently in our These patterns are permanently in our memory and act subconsciously and memory and act subconsciously and consciouslyconsciously

The patterns vary very little from culture to The patterns vary very little from culture to culture so they communicate the same things culture so they communicate the same things to almost everyoneto almost everyone


Physiology: 55% of CommunicationPhysiology: 55% of Communication

MirrorMirror MatchMatch Body LanguageBody Language GesturesGestures


Tonality: 38% of CommunicationTonality: 38% of Communication

PacePacePitchPitchVolumeVolumePhrasingPhrasing


Actual Words: 7% of CommunicationActual Words: 7% of Communication

““We have the most We have the most effective and efficient effective and efficient system because it focuses system because it focuses on your needs and can be on your needs and can be customized for you customized for you instead of you having to instead of you having to conform to us”conform to us”


When You Use When You Use All 3 Elements TogetherAll 3 Elements Together

You get a synergistic or combined effectYou get a synergistic or combined effect--This means that the whole is greater than --This means that the whole is greater than the sum of its parts.the sum of its parts.

Your Your wordswords become become hugelyhugely more more important when combined with the right important when combined with the right physiology and right tonality.physiology and right tonality.

Imagine: 1 + 1 + 1 = Imagine: 1 + 1 + 1 = 10!10!


A lesson about Unconditional LoveA lesson about Unconditional Love We didn’t get enoughWe didn’t get enough

We don’t get enoughWe don’t get enough

We are ravenous for itWe are ravenous for it

If we get it, we cling to itIf we get it, we cling to it

It is one of the most powerful forces in It is one of the most powerful forces in the worldthe world

We get even with people who take it awayWe get even with people who take it away

We need to learn to give it away by the We need to learn to give it away by the bucket full!bucket full!


Add: “Not” Ok-nessAdd: “Not” Ok-ness

•Protecting the ego state of the other personProtecting the ego state of the other person

•Not playing ‘One Upmanship’Not playing ‘One Upmanship’

•Nurturing the other personNurturing the other person


““Ok-ness”Ok-ness” It is good to be likedIt is good to be liked

People like to do business with people People like to do business with people they likethey like

Often, it is more important to be liked Often, it is more important to be liked than rightthan right

Everyone needs more understanding Everyone needs more understanding and unconditional love and wants to be and unconditional love and wants to be lifted uplifted up

When you put yourself ahead, you put When you put yourself ahead, you put the customer downthe customer down

Don’t do or say anything that makes the Don’t do or say anything that makes the client feel belittledclient feel belittled

This works at work and at homeThis works at work and at home


Ok-ness RulesOk-ness Rules Don’t tell people they are wrong…Don’t tell people they are wrong…

Just lead them to what is rightJust lead them to what is right Don’t use Buzz-WordsDon’t use Buzz-Words It is nice to ask permission,It is nice to ask permission,

it shows respectit shows respect Don’t act superior because you know Don’t act superior because you know

something they don’tsomething they don’t Don’t tell them you’re the best…Don’t tell them you’re the best…

Just be the bestJust be the best If you think it, is pleasant and true, say it.If you think it, is pleasant and true, say it. This is respect, not weaknessThis is respect, not weakness NURTURE, NURTURE, NURTURENURTURE, NURTURE, NURTURE


Paraphrasing and RestatingParaphrasing and Restating

One of the best ways to build rapport with a One of the best ways to build rapport with a prospect is to demonstrate that you are really prospect is to demonstrate that you are really listeninglistening, paying , paying close attentionclose attention and and carecare..

We do this by-We do this by- ParaphrasingParaphrasing:: repeating what the other person said repeating what the other person said

in a short summary statementin a short summary statement

RestatingRestating:: repeating what the other person said repeating what the other person said almost verbatimalmost verbatim


Let’s move from Let’s move from HowHow we say it to we say it to

WhatWhat we say and we say and WhenWhen


The purpose of The purpose of communication is for the communication is for the

receiver toreceiver to receive and understandreceive and understand, ,

not just for the sender to sendnot just for the sender to send


What are What are FeaturesFeatures,, BenefitsBenefits and and Advantages?Advantages?

Why would anyone ask a simple question like…


1.1. A FEATURE is a A FEATURE is a factfact about your product or about your product or

service…it is not a reason to buyservice…it is not a reason to buy

2.2. A BENEFIT is the A BENEFIT is the positive valuepositive value your Feature your Feature

delivers & could be a reason to buydelivers & could be a reason to buy

3.3. An ADVANTAGE is An ADVANTAGE is why your product or service why your product or service

is superioris superior to competition to competition or the current prospect or the current prospect

practicepractice because of your because of your FeaturesFeatures andand BenefitsBenefits……

& still only & still only maymay be a reason to buy be a reason to buy

Features, Advantages & BenefitsFeatures, Advantages & Benefits


News- “FEATURE CREATURE falls into News- “FEATURE CREATURE falls into own assumptions and drowns in Words”own assumptions and drowns in Words”

FEATURE CREATURE Assumes the needs Describes every fact with equal importance Assumes the prospect is blown away by all the

facts Assumes the prospect agrees Says, “Voila! We are Great!”

Prospect says, “I’ll TIO. Send me a proposal.”


Hierarchy of MotivationHierarchy of Motivation

PainPainFear of PainFear of PainPresent Pleasure

Future Pleasure

Attention Interest Curiosity


Professional ConsultantProfessional Consultant

Uncovers the PainsAsks if a fact is important to the prospectOffers Solutions to accepted painsProves each Solution

with the appropriate factsSays, “Does this make sense to you?”Prospect says, “Yes”


When you present…When you present…

Review Pains Provide the BENEFIT

that is the Resolution for the PAIN before the Features

Then, introduce the FEATURES to prove it

Example


PAIN is “WHY”PAIN is “WHY” the F&B are Important the F&B are Important

ItemsItems FeaturesFeatures Benefits Pains Benefits Pains

New “X”New “X”BikeBike

1. 21 gears1. 21 gears2. Light2. Light wt. Alum. wt. Alum. 3. Stronger3. Stronger Welding Welding

1. Fun, so 1. Fun, so you will you will Exercise Exercise 2. Less 2. Less Effort Effort 3. Durable3. Durable

1. 1. I need/hate I need/hate exercise exercise 2. My bike is 2. My bike is Hard to ride Hard to ride3. I don’t take 3. I don’t take care of things care of things


(some) PAIN Words to use(some) PAIN Words to use

AbusedAbused Lied toLied to TrashedTrashed IgnoredIgnored CheatedCheated LostLost MissedMissed

FrustratedFrustrated AnnoyedAnnoyed IrritatedIrritated DisappointedDisappointed Tired ofTired of MisledMisled NeglectedNeglected


My Elevator Speech Using PAINSMy Elevator Speech Using PAINS

I help people that sell directly. We improve their I help people that sell directly. We improve their effectiveness and efficiency so they can succeed.effectiveness and efficiency so they can succeed.

Typically, we work with people or companies that are--Typically, we work with people or companies that are--

FrustratedFrustrated not gettingnot getting enough new business enough new business

AnnoyedAnnoyed they can’t get to the DM to tell their storythey can’t get to the DM to tell their story

IrritatedIrritated wasting time giving away free consultingwasting time giving away free consulting

DisappointedDisappointed with the lack of referrals from clientswith the lack of referrals from clients

TiredTired of millions of $$’s in proposals & not 5 cents soldof millions of $$’s in proposals & not 5 cents sold

We work with them to fix their sales problems We work with them to fix their sales problems so they get the quality and quantity of business so they get the quality and quantity of business

they are entitled to have.they are entitled to have.


I help people that need unique electrical or electronic I help people that need unique electrical or electronic engineering. We design to their specification and provide engineering. We design to their specification and provide them with creative choices that achieve their goals.them with creative choices that achieve their goals.

Typically, we work with people or companies that are--Typically, we work with people or companies that are--

FrustratedFrustrated with engineers that with engineers that don’t listendon’t listen AnnoyedAnnoyed with plans that with plans that start more problems than they fixstart more problems than they fix IrritatedIrritated with designs that with designs that swap ‘cheap’ for efficientswap ‘cheap’ for efficientDisappointedDisappointed by designs that sub by designs that sub complex for qualitycomplex for quality TiredTired of having things of having things not thought through completelynot thought through completely

We listen and work carefully to help them achieve their We listen and work carefully to help them achieve their goals that they are entitled to have met the first time.goals that they are entitled to have met the first time.

YOUR Sample Elevator Speech Using PAINSYOUR Sample Elevator Speech Using PAINS


Product Knowledge RulesProduct Knowledge Rules

Learn everything you can about your products, Learn everything you can about your products, service, company and competition. Just don’t service, company and competition. Just don’t volunteer itvolunteer it

Your product knowledge includes your experience, Your product knowledge includes your experience, creativity, deal making, problem solving, etc.creativity, deal making, problem solving, etc.

Don’t make statements…Don’t make statements…ASK PAIN QUESTIONSASK PAIN QUESTIONS to determine interest, then to determine interest, then follow up on what they care aboutfollow up on what they care about

Don’t spill your candy in the lobby: Don’t dribble Don’t spill your candy in the lobby: Don’t dribble away your impact. Hold you answers for a away your impact. Hold you answers for a comprehensive presentation.comprehensive presentation.


The EndThe End

It is Q & A Time


My CommercialMy Commercial

Selling, like your profession, is a continuing Selling, like your profession, is a continuing learning processlearning process

You Can’t Teach a Kid to Ride a Bike at a You Can’t Teach a Kid to Ride a Bike at a SeminarSeminar and there is no pill to take and there is no pill to take

The issue is not knowing how to sell, The issue is not knowing how to sell, It is learning to sellIt is learning to sell

It is also learning the truth about what it It is also learning the truth about what it takes or training to be an imitationtakes or training to be an imitation


Welcome to the IEEE Consultants’ Network Targeted Results, Inc. Seminar How to Communicate...

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