Mastering Your Sales Process: The #1 Weapon for Success Gene McNaughton

Sales: Mastering the Science of Excellence Presented by: Gene McNaughton 2 2

Marketing effectiveness has fallen dramatically By age 66 most of us will have seen 2 million television commercials. The equivalent of watching 8 hours of ad 7 days a week for 6 straight years. In 1965 a typical consumer had a 34% recall of those ads. In 1990 that figure had fallen to 8%. 2007 ACNielsen survey the average person could name only 2.21 commercials they had ever seen, period. Think of the last commercials you’ve watched. What were the predominant commercials. 3 3

Marketing effectiveness has fallen dramatically Beware of the GOLDFISH SYNDROME 4 4

“In a commoditized market, your #1 weapon is your ability to persuade “In a commoditized market, your #1 weapon is your ability to persuade.” - GM

The science to Master Understanding the Science of Sales You can’t improve something you haven’t expertly defined. You must work ON improving your sales effort. What are the pre-determined steps to YOUR sales process and how often do you work on improving them? Does this happen EVERY week? Exercise – Can you name your sales steps? 6 6

Commit to a Radical New Selling Method Old school does not work anymore. It’s all about relationship. It’s all about trust. Its all about educating your prospect. The trusted guide approach. Training and execution is key. Practice, drill, rehearse – repetition is the mother of massive income. Gene: story about selling financial services.

Preparation/Product Knowledge Old School Approach Preparation/Product Knowledge Rapport Questions Close

Examples of strategic selling methods…. What do you want to happen in a sales interaction? Most would say: “I want to make a sale.” Is that all? Do you want to be trusted? Respected? Have deep credibility? Is brand loyalty a strategic objective? Preemptive positioning? (not buy elsewhere) Pricing comparisons dealt with? Are referrals a strategic objective? Motivate action now? 9 9

Effective Presentation What Works Mindset & Preparation Rapport Questions Handling objections during presentation (preempt objections) Effective Presentation Follow-up Program Close Referral Strategy

Studies also show that successful salespeople have a powerful mindset Burning desire for success is #1. They are outcome focused. Mindset (to them) is a skill to be mastered, and they study it. Money motivated to create the income to provide an exceptional life for their family. Have clients not customers. View themselves as consulting physicians with patients not poker players who were bidding. 11 11

Why won’t you do it? (more reverse psychology) Biggest lesson We’ve learned for growing companies: What it takes: Pigheaded discipline and determination. To constantly work ON the business not just IN it. But what do you work on? Ah ha, that’s the secret…

Building RAPPORT: Where the REAL power is… Rapport is POWER. You have to look at rapport as it’s very own strategy. Before people will listen to you, they have to like you. When they like you, they begin to trust you. When they trust you, they open up for you to ask questions, and begin the EDGE questioning process. There’s never a 2nd chance for a good first impression. Remember that everything you do matters. Gene, seems like we could fatten up if there’s time. 13 13

Mastering your language patterns: The 7 Most Powerful words to use Consciously work these words into your vocabulary – science proves that these simple words make you more persuasive. Their NAME Please Thank you Because Imagine New Now Gene, seems like we could fatten up if there’s time. 14 14

Implementing EDGE selling strategies KEY: Master this Process Extend Rapport & Educate: Who, what, when, where, and why? What is their current situation? Where are they now, vs where they WANT to be? What are they doing now to effectively achieve their goals? Who are they working with? (how long) How old (or new) is their existing source? 15 15

Develop the GAP KEY: This is what gets attention. Most people will not make a change unless they realize their GAP. What could be better about their current situation? Problems vs. being even better? GAP Questions: How don’t they like current situation? Where do they rate themselves on a scale of 0 -10? What are they not happy about? Magic words: “Tell me more…” How could your current situation be even better? What problems does this cause you? What are you doing now to solve this? Get them to think through THEIR problems or GAP 16 16

Create a Greater GAP KEY: This is what moves people. Take their problem and make it REALLY big. Implied Needs: what could happen in the future if this problem is NOT solved or made even better: If you don’t solve this, what other problems or issues will most likely take place? If you don’t change, where will you be in 2-5 years? How will this impact your company (family, business, body, etc)? How will this impact your financial future? 17 17

Emotional benefits of solving their problems KEY: This is where you pre frame the feelings of solving their problems. Must be in the form of a question –you want THEM to tell you Examples: We’ve helped many _____ like you to ________ (major benefits). What would it be like if that happened for you? What would it mean to have this problem solved? How would it feel if you were able to solve this major problem? What would that mean for your (family, employees, business, etc). Gene, the fifth bullet seems pushy even for me. Soften a little. 18 18

NOW, it’s time to present your product: Must be disciplined NOT to present your product/service until you’ve asked them the right questions. You MUST have your presentation memorized. Story SELLING vs. Story Telling (HUGE in persuasion) Remember, you have to solve their problems with the presentation. Use stories of “clients just like them.” Features: Tells your client what your product is or does. Advantages: Tells your client how your product can help everybody. Benefits: Explains how your product will help them solve THEIR specific problems. Benefits SELL, features TELL “so what this means to you is…” 19 19

Ultimate Persuasion Techniques You MUST Master “Story Selling” Big Difference vs. Story Telling What are YOUR personal successs stories, and how do they apply? What are BBI’s success stories, and how do they apply? THIS IS A SKILL TO MASTER PRACTICE DRILL REHEARSE COMMIT TO MEMORY ALL OF OUR TOP WINS… and I recommend that you use FRESH ones (different than what Chet uses, if they’ve seen his content) 20 20

Ultimate Persuasion Techniques LAWS OF NON CONSIOUSE INFLUENCE: Law of Scarcity Law of Social Proof Law of Conformity Law of future pacing Law of Commitment and Consistency Law of Time 21 21

Closing the deal!! The ultimate reward for doing a great job: “So, what do I need to do?” Closing is NOT an individual action. Closing is a RESULT of your PROCESS. Must assume the sale!! If you don’t ask, you won’t get it… Most hesitate to ask… Champions ASK EVERY TIME! 22 22

Referrals…the ULTIMATE reward You MUST commit to having an ongoing referral program How often do you ask? Sales? Non Sales? Must know the right TIME to ask Immediate? When client is experiencing the true benefit of your product or service Must know the right WAY to ask Must focus on THEM, not you Track/measure whenever possible 23 23

Sales Management BIG 7 Make sure everyone can communicate the strategy. Insure everyone masters the sales process. Accountability to the strategy, activity and results. Increase sales muscle with weekly skills and drills. CANI: Improve product and industry knowledge. Full utilization of CRM (activity tracking) to improve effectiveness. Ongoing coaching for Olympian mastery. 24 24

Final Thought to Live By: “You are rewarded in public for the things you practice the most in private.” Anthony Robbins