1. Welcome to the IEEE Consultants’ Network Targeted Results, Inc. Seminar How to Communicate Powerfully without Selling Led by Ed Weinberg Targeted Results, Inc./Sandler Sales Institute

2. What is the purpose of this meeting? Show you… How you can be powerful in business without a personality transplant How you can be powerful in business without a personality transplant Your scientific approach to problem solving is not good for selling and what you should do Your scientific approach to problem solving is not good for selling and what you should do How to answer, “What do you do?” or begin a conversation with a prospect that will instantly make them interested in talking with you. How to answer, “What do you do?” or begin a conversation with a prospect that will instantly make them interested in talking with you. Targeted Results, Inc./Sandler Sales Institute

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4. How to be liked Bonding and Rapport Targeted Results, Inc./Sandler Sales Institute

5. Bonding & Rapport Bonding: Having common qualities that enhance a relationship Rapport: To answer back in a way that is like the initial activity Targeted Results, Inc./Sandler Sales Institute

6. People like people who are like them People like to be with people who are like them People like to be with people who are like them People like to do business with people they like People like to do business with people they like All things being equal, being liked is critical All things being equal, being liked is critical All things not being equal, being liked is more important than being right All things not being equal, being liked is more important than being right Bonding and Rapport Rules Targeted Results, Inc./Sandler Sales Institute

7. Building Rapport Building Rapport How to get people to be comfortable with you, and you with them, almost instantly The Communication Pie Mirroring and Matching Understanding Ok-ness Paraphrasing & Restating Targeted Results, Inc./Sandler Sales Institute

8. The Communication Pie Physiology 55% Tonality 38% Words 7% Targeted Results, Inc./Sandler Sales Institute

9. NLP- Neuro-Linguistic-Programming We learn about patterned PHYSICAL behavior of others before we learn to speak and continue to update that information We learn about patterned PHYSICAL behavior of others before we learn to speak and continue to update that information These patterns are permanently in our memory and act subconsciously and consciously These patterns are permanently in our memory and act subconsciously and consciously The patterns vary very little from culture to culture so they communicate the same things to almost everyone The patterns vary very little from culture to culture so they communicate the same things to almost everyone Targeted Results, Inc./Sandler Sales Institute

10. Physiology: 55% of Communication Mirror Mirror Match Match Body Language Body Language Gestures Gestures Targeted Results, Inc./Sandler Sales Institute

11. Tonality: 38% of Communication Pace Pace Pitch Pitch Volume Volume Phrasing Phrasing Targeted Results, Inc./Sandler Sales Institute

12. Actual Words: 7% of Communication “We have the most effective and efficient system because it focuses on your needs and can be customized for you instead of you having to conform to us” Targeted Results, Inc./Sandler Sales Institute

13. When You Use All 3 Elements Together You get a synergistic or combined effect --This means that the whole is greater than the sum of its parts. You get a synergistic or combined effect --This means that the whole is greater than the sum of its parts. Your words become hugely more important when combined with the right physiology and right tonality. Your words become hugely more important when combined with the right physiology and right tonality. Imagine: 1 + 1 + 1 = 10! Imagine: 1 + 1 + 1 = 10! Targeted Results, Inc./Sandler Sales Institute

14. A lesson about Unconditional Love We didn’t get enough We didn’t get enough We don’t get enough We don’t get enough We are ravenous for it We are ravenous for it If we get it, we cling to it If we get it, we cling to it It is one of the most powerful forces in the world It is one of the most powerful forces in the world We get even with people who take it away We get even with people who take it away We need to learn to give it away by the bucket full! We need to learn to give it away by the bucket full! Targeted Results, Inc./Sandler Sales Institute

15. Add: “Not” Ok-ness Protecting the ego state of the other personProtecting the ego state of the other person Not playing ‘One Upmanship’Not playing ‘One Upmanship’ Nurturing the other personNurturing the other person Targeted Results, Inc./Sandler Sales Institute

16. “Ok-ness” It is good to be liked “Ok-ness” It is good to be liked People like to do business with people they like People like to do business with people they like Often, it is more important to be liked than right Often, it is more important to be liked than right Everyone needs more understanding and unconditional love and wants to be lifted up Everyone needs more understanding and unconditional love and wants to be lifted up When you put yourself ahead, you put the customer down When you put yourself ahead, you put the customer down Don’t do or say anything that makes the client feel belittled Don’t do or say anything that makes the client feel belittled This works at work and at home This works at work and at home Targeted Results, Inc./Sandler Sales Institute

17. Ok-ness Rules Don’t tell people they are wrong… Just lead them to what is right Don’t tell people they are wrong… Just lead them to what is right Don’t use Buzz-Words Don’t use Buzz-Words It is nice to ask permission, it shows respect It is nice to ask permission, it shows respect Don’t act superior because you know something they don’t Don’t act superior because you know something they don’t Don’t tell them you’re the best… Just be the best Don’t tell them you’re the best… Just be the best If you think it, is pleasant and true, say it. If you think it, is pleasant and true, say it. This is respect, not weakness This is respect, not weakness NURTURE, NURTURE, NURTURE NURTURE, NURTURE, NURTURE Targeted Results, Inc./Sandler Sales Institute

18. Paraphrasing and Restating One of the best ways to build rapport with a prospect is to demonstrate that you are really listening, paying close attention and care. We do this by- Paraphrasing: repeating what the other person said in a short summary statement Paraphrasing: repeating what the other person said in a short summary statement Restating: repeating what the other person said almost verbatim Restating: repeating what the other person said almost verbatim Targeted Results, Inc./Sandler Sales Institute

19. Let’s move from How we say it to What we say and When Targeted Results, Inc./Sandler Sales Institute

20. The purpose of communication is for the receiver to receive and understand, not just for the sender to send Targeted Results, Inc./Sandler Sales Institute

21. What are Features, Benefits and Advantages? Why would anyone ask a simple question like… Targeted Results, Inc./Sandler Sales Institute

22. 1. A FEATURE is a fact about your product or service…it is not a reason to buy 2. A BENEFIT is the positive value your Feature delivers & could be a reason to buy 3. An ADVANTAGE is why your product or service is superior to competition or the current prospect practice because of your Features and Benefits…& still only may be a reason to buy Features, Advantages & Benefits Targeted Results, Inc./Sandler Sales Institute

23. News- “FEATURE CREATURE falls into own assumptions and drowns in Words” FEATURE CREATURE Assumes the needs Describes every fact with equal importance Assumes the prospect is blown away by all the facts Assumes the prospect agrees Says, “Voila! We are Great!” Prospect says, “I’ll TIO. Send me a proposal.” Targeted Results, Inc./Sandler Sales Institute

24. Hierarchy of Motivation Pain Fear of Pain Present Pleasure Future Pleasure Attention Interest Curiosity Targeted Results, Inc./Sandler Sales Institute

25. Professional Consultant Uncovers the Pains Asks if a fact is important to the prospect Offers Solutions to accepted pains Proves each Solution with the appropriate facts Says, “Does this make sense to you?” Prospect says, “Yes” Targeted Results, Inc./Sandler Sales Institute

26. When you present… Review Pains Provide the BENEFIT that is the Resolution for the PAIN before the Features Then, introduce the FEATURES to prove it Example Targeted Results, Inc./Sandler Sales Institute

27. PAIN is “WHY” the F&B are Important ItemsFeatures Benefits Pains New “X” Bike 1. 21 gears 2. Light wt. Alum. 3. Stronger Welding 1. Fun, so you will Exercise 2. Less Effort 3. Durable 1. I need/hate exercise 2. My bike is Hard to ride 3. I don’t take care of things Targeted Results, Inc./Sandler Sales Institute

28. (some) PAIN Words to use Abused Abused Lied to Lied to Trashed Trashed Ignored Ignored Cheated Cheated Lost Lost Missed Missed Frustrated Frustrated Annoyed Annoyed Irritated Irritated Disappointed Disappointed Tired of Tired of Misled Misled Neglected Neglected Targeted Results, Inc./Sandler Sales Institute

29. My Elevator Speech Using PAINS I help people that sell directly. We improve their effectiveness and efficiency so they can succeed. Typically, we work with people or companies that are-- Frustrated not getting enough new business Annoyed they can’t get to the DM to tell their story Irritated wasting time giving away free consulting Disappointed with the lack of referrals from clients Tired of millions of $$’s in proposals & not 5 cents sold We work with them to fix their sales problems so they get the quality and quantity of business they are entitled to have. Targeted Results, Inc./Sandler Sales Institute

30. I help people that need unique electrical or electronic engineering. We design to their specification and provide them with creative choices that achieve their goals. Typically, we work with people or companies that are-- Frustrated with engineers that don’t listen Annoyed with plans that start more problems than they fix Irritated with designs that swap ‘cheap’ for efficient Disappointed by designs that sub complex for quality Tired of having things not thought through completely We listen and work carefully to help them achieve their goals that they are entitled to have met the first time. YOUR Sample Elevator Speech Using PAINS Targeted Results, Inc./Sandler Sales Institute

31. Product Knowledge Rules Learn everything you can about your products, service, company and competition. Just don’t volunteer it Learn everything you can about your products, service, company and competition. Just don’t volunteer it Your product knowledge includes your experience, creativity, deal making, problem solving, etc. Your product knowledge includes your experience, creativity, deal making, problem solving, etc. Don’t make statements… ASK PAIN QUESTIONS to determine interest, then follow up on what they care about Don’t make statements… ASK PAIN QUESTIONS to determine interest, then follow up on what they care about Don’t spill your candy in the lobby: Don’t dribble away your impact. Hold you answers for a comprehensive presentation. Don’t spill your candy in the lobby: Don’t dribble away your impact. Hold you answers for a comprehensive presentation. Targeted Results, Inc./Sandler Sales Institute

32. The End It is Q & A Time Targeted Results, Inc./Sandler Sales Institute

33. My Commercial Selling, like your profession, is a continuing learning process Selling, like your profession, is a continuing learning process You Can’t Teach a Kid to Ride a Bike at a Seminar and there is no pill to take You Can’t Teach a Kid to Ride a Bike at a Seminar and there is no pill to take The issue is not knowing how to sell, It is learning to sell The issue is not knowing how to sell, It is learning to sell It is also learning the truth about what it takes or training to be an imitation It is also learning the truth about what it takes or training to be an imitation Targeted Results, Inc./Sandler Sales Institute