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

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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?