57% - that's how far the
average B2B buyer is through
the purchase decision before
engaging a supplier sales rep.*
12% - that's how much of your
customer's total mindshare
you as a supplier have across
the entire B2B purchase path.*
57%12%
*CEB study of 1,900 B2B Decision Makers
Did you know?
Problem?What is the
Sales are drying up?
www.flickr.com/photos/mwichary/3690887427
Come to a sudden stop?
Do you feel like this?
or this?
Solution?What is the
erentf
difthink
“All failure is failure to adapt, all success is
successful adaptation.”- Max McKeown, Adaptability: The Art of
Winning In An Age of Uncertainty
See the world through new eyes
Mindset Shift*
Fixed Mindset Growth Mindset
Intelligence is static Intelligence can be developed
Leads to a desire to look smart and
therefore a tendency to
Leads to a desire to learn and therefore a
tendency to
avoid challenges embrace challenges
give up easily due to obstacles persist despite obstacles
see effort as fruitless see effort as path to mastery
ignore useful feedback learn from criticism
be threatened by others'success be inspired by others' success
*source: Carol S. Dweck, Ph.D
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Get it right
Party all night
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Get it wrong
www.flickr.com/photos/12023825@N04/2898021822
What is your SalesImprovement Plan?
Prisoners of the past
Overcoming barriers to change
Competingfor
Relevance
The old Golden Rule in Sales was:
Find out what your customers
want, and give it to them.
Necessary, but not sufficient
Give your customers the ability
to do what they can’t currently
do but would want to if they only
knew it was possible.
The new Golden Rule in Sales is:
Sell to their right-brains
24
DecisionDrivers
Develop a Winner’s Mindset1
Always be Prospecting2
Challenge the Status Quo3
What are the personal characteristics of
Top Sales Performers?
Question 1:
Rank in order of importance:
• Creativity
• Tenacity
• Integrity
• Curiosity
• Passion
• Empathy
1. Empathy
2. Integrity
3. Passion
4. Creativity
5. Tenacity
6. Curiosity
…to build rapport
…to build trust
…to build interest
…to build the right solution
…to close the deal
…to build understanding
Research found:
You can’t teach an old dog new tricks
Change your thinking
www.flickr.com/photos/oriol_gascon/2172565951
The hard way
AND Thinking
AND Thinking
AND Thinking
Constraint-based thinking
Constraint-based thinking
Collective constraint-based thinking
“Attitude is a choice, and its available to all.”
Sales Attitude
- Seth Godin
“What actually separates winners from losers isn’t
talent, its attitude.”
Sharpen your sales attitude
Necessary, but not sufficient
Get
(Make A Difference)
Resilient Thinking
Develop a Winner’s Mindset1
Always be Prospecting2
Challenge the Status Quo3
What single attribute determines long term,
sustainable over-achievement in sales?
Question 2:
ABC of selling
Your personal commitment to….
Always be Prospecting
Building your opportunity pipeline
Knocking on every door
The Sales Cycle
Prospects Conversion Rate
Prospection Qualification Proposal CloseNegotiation
Time
52
P CRx SALES=
P = Number of prospects
CR = Conversion Rate
53
P CR SALES=
10 33% (Typically 25%-50%)
Example 1
S = 3
x
54
P CR SALES=
10 40%
Example 2
S = 4*Requires considerable effort. Not easily sustainable
*
x
55
P CR SALES=
33%
Example 3
S = 6*Requires less effort. Is sustainable
20 *
x
“Eighty percentof success isshowing up.”
- Woody Allen
Necessary, but not sufficient
Develop a Winner’s Mindset1
Always be Prospecting2
Challenge the Status Quo3
What is the single most important thing that top sales performers do?
Question 3:
They . . .
Guide customers to the right solution
What is your Customer’s #1 Challenge?
“If I had asked people what
they wanted, they would
have said faster horses.” - Henry Ford
1863 - 1947
They Educate
White Questions
Green Questions
Black Questions
Red Questions
Current situation
Facts, data & information
white snow: pure, cold hard facts
Desired situation
Future state
Grass, trees, growth, can become
Obstacles
Important, powerful
Dark, night time, can’t see in the dark. Turn on the light to see what
stands between current situation and desired situation.
Feelings
Fire, explosive color, highly emotional-ve Red: “If Stan doesn’t do something he won’t make his quota. He really needs
some help. Stan needs to talk to you.”
+ve Red: “If Stan overachieves this year, he will probably be promoted to VP
Sales
Asking Questions in Colour
Insight-based selling
Then, they create a sense of urgency
They Inspire
Give your customers the ability to
do what they can’t currently do but
would want to if they only knew it
was possible.
They systematically practice
the new Golden Rule in Sales:
source: www.corporatevisions.com
They lead their customers through the Buyer’s Journey
source: www.corporatevisions.com
1 32
They lead their customers through the Buyer’s Journey
• Challenge them
• Destabilise them
• Challenge the status quo
• Get them out of comfort zone
• Take them to the negative future
• Sell your insights
• Provide evidence
• Cost justify
• Lead them through the
process
• Take them to the beach
• Sell your insights
• Sell your experience
• Take them to the negative
future
• Create a sense of urgency
• Monetise the cost of delay
• Take them to the beach
• Guide them to take action
• Take the order
Recommended reading
What did sales winners do differently?* 1. Educated me with new ideas or perspectives
2. Collaborated with me
3. Persuaded me we would achieve results
4. Listened to me
5. Understood my needs
6. Helped me avoid potential pitfalls
7. Crafted a compelling solution
8. Depicted purchasing process accurately
9. Connected with me personally
10.Overall value from the company is superior to others*What Sales Winners Do Differently, RAIN Group, 2013
1. Success in sales is simple, but not easy
2. Closing skills => Prospecting skills
3. Sales mindset => Collaborative mindset
Necessary, but not sufficient
What is the single most important thing that top sales performers do?
1. Challenge their clients
2. Inspire and educate
3. Sharing their insights
www.flickr.com/photos/winemegup/3641912321
Get it right
www.flickr.com/photos/horacio/3781750
David R Ednie
President & CEO
SalesChannel Europe
Ph: +33 676 60 09 25 (FRA)
Email: [email protected]
Website: www.saleschannel-europe.com
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