1. Scott McMillian Advanced Applications
5 Steps to Selling in
Challenging Times
Scott McMillian
Advanced Applications

2. Key Elements
Prioritize
Prepare
Personalize
Practice
Pre-position

3. Prioritize Focus on Fewer Prospects Do them Better
This is not less work

4. Prioritize 4 Steps to take Identify traits of ideal customers/clients
Score your current leads against these traits
Choose a manageable number to focus on
Discipline yourself to focus on the few. Cycle new ones in as things change.

5. Prioritize Points of Consideration
It is easy to spread thin your focus and do poorly on all opportunities
Focus on the few is better than focusing on the numbers
You do not stop classic marketing efforts

6. Prepare
Develop "in-depth" knowledge on the company and the people you will call
Prepare "client oriented" messages

7. Prepare Good Policy: Slow Down Conduct solid research
Organize the information: Opportunity Plan
Problem/Results
Evidence
Impact

8. Prepare Leverage this information to craft an approach
Have a meeting plan
End in mind
Key Beliefs
Know the questions to ask
Potential objections
Craft thoughtful dialogue

9. Personalize No Cold Calls A referral from within the company -> 84%
A referral from outside company -> 44%
Meeting a prospect outside the office such as social event or gathering -> 44%

10. Personalize
Challenge: You can get a credible referral from nearly anyone
General Rule: Delay making an initial contact until you have a solid referral to them

11. Personalize Tip: Build a solid referral network Read/connect
Never Eat Alone
Duck Tape Marketing
Linkedin
Breakfast Meetings

12. Personalize Invest 20 minutes a day on referrals
Make referring you easy
Lumpy Mail
All high performs have strong referral networks

13. Practice Consider this question:
On your last substantial purchase, did you make your decision early, in the middle, or late in the buying process?
Early
Middle
Late

14. Practice
Rehearse what you will say and how you will say it. A solid 30% to 50% choose "early".
Observation: Most professionals increase their effort during the close. Most buyers work in reverse

15. Practice Good advice Practice in advance Write a script
Say it out load
Visualize it

16. Preposition
Get an agreement in advance for what will be a good use of time

17. Preposition Good Advice Agree with client on an "end-in-mind“
Agree on agenda that is appropriate & execute accordingly
Outline what a prospect might do to be prepared for a meeting
Request the information you needs to ensure you maximize your time together

18. Summary Common Sense, not Common Practice Nike Mantra: Just Do It!
Focus, Focus, Focus
Plan, Practice and Persevere