Coaching Series SalesGym Sales Messaging Drill Responding to Questions CPET Process Coaching Series

Practice Exercise Setup: Sales Messaging Practice Practice Exercise Setup: Pick a store owner, buyer or manager and imagine you’re 20-minutes into a meeting with this person They are showing some interest You’re asking a lot of great questions They interrupt and ask you a question (we’ll identify that question in a moment) Use the CPET process to respond to this question CPET Drill

Sales Messaging Practice Select One: Question to respond to How can Carhartt help me combat against competition from online stores? What do you mean by a strategic partnership and how is that different from what we have now? What is the thinking behind the changes you’re making to what we can order from your catalog? What is performing well in other stores and how can that help me grow my business? What can Carhartt do to help me update my store? How can Carhartt help me bring new shoppers into my store? Question to respond to

Sales Messaging Practice Best Practices Review Use a creative and conversational cushion Anchor your response around 1-2 short, memorable headlines Best Practices Review Use customer oriented phrasing instead of your opinion Your transition question needs to be relevant and easy to respond to Keep your response under 90-seconds

Practice Rules 1 2 3 4 5 We’ll go around the table one at a time No discussion or analysis until all have participated 3 Take notes on best practices to discuss at the end 4 Talk as if speaking directly to a store owner, buyer or manager 5 We’ll discuss best practices after everyone has participated

CPET Process Cushion - Short, conversational phrase to take the friction out of our response - non formulaic or robotic Prompter Phrase - Reminds us to use customer oriented phrasing Explain - Use a headline to introduce a competitive advantage and weave in customer oriented phrasing to be more engaging Transition Question - Use a relevant, conversational open ended question at the end of the CPET response C P E T

Practice Debrief What did we notice that was effective from all of the examples we just heard? What’s the most important thing you’ll focus on in round 2 to make your 2nd demonstration even better?