Many IT companies believe that sales are won by having the coolest new technology. Not the case! Research proves customers don't buy logically, they buy emotionally. 70 to 80% of buying decisions are emotional. So how do we best tap into our customer's emotions? How do we create high differentiation? After extensive research with top sales performers we discovered what sets them apart. Top sales performers have mastered core competencies from 6 fields of endeavour – skills not traditionally taught in sales. Extensive benchmarking, field testing and corroboration from leading authorities solidified our thinking.

1. Creating High Differentiation Through
Evidence Based Selling
THE NEW EQUATION IN SELLING™

2. our story
If you wanted to create a sales and
learning system that could guarantee what
is learned is retained and can be
used….

3. What would it
look like?

4. our passion?
change
the
business
of
sales

5. today’s end goal
One idea that will create high impact
Commit to use it
Keep practicing it….
perfect practice makes perfect

6. framework for
today’s workshop
creating high differentiation through evidence based
• The “Cool” Trap
selling
• Creating Differentiation – logic versus emotion
• The Oxymoron - Evidence based principles
• Principles of Influencing
• Building Your Sales Tool Kit
• Perfect practice makes perfect

7. what is the
model of
excellence?

8. nature vs. nurture
How much
change
are we
capable of ?

10. selling with integrity

11. surprise or delight
ANXIETY &
RISK
BOREDOM &
MONOTOMY

12. protocols of communication
General Known Simple
Specific Unknown Complex

13. imagine….1985
If I want to sell change…
What might I need to create
or change for my prospect?

14. influencing
selling with integrity
From NLP to Cialdini to Brain Research
What triggers someone to say
yes?

15. principles of influencing
Robert Cialdini’s Principles of Influencing
• Likeability
• Reciprocity
• Authority
• Social Proof
• Consistency
• Scarcity

16. the buying process
Trust
Need
Help
Hurry

17. facilitating the Buying Process

18. buying & selling process
Trust
Need
Need Want
Can Afford
Help
Timing
Hurry Buying/Success Criteria

19. the principles of influence
Trigger - Likeability

20. the principles of influence
Trigger - Reciprocity

21. the principles of influence
Trigger - Authority

22. the principles of influence
Trigger – Social Proof

23. the principles of influence
Trigger – Consistency

24. the principles of influence
Trigger - Scarcity

25. developing your toolkit
provocative questions
What would you like to see
happen instead?

26. advocacy
Do you have a good story to tell?
Once upon a time….
For example…..

27. objections
When they present an objection to you –
or a speed bump they speak to you
from one of two perspectives
They either tell you they are satisfied
Or they tell you they see no benefit
in your product or service

28. no benefit
When they tell you they see no benefit
they object by saying a version of the
following:
Your price is way too high

29. satisfied
When they tell you they are satisfied
they say things like:
We’re happy with our present
supplier

30. satisfied
The challenge?
When I’m satisfied I of course see
no benefit
So….. If I’m satisfied? ….YES
Then, there is NO benefit

31. desired outcome
Competence leads to confidence
Selling is the transfer of confidence

32. making it work for you

34. next steps…
• Build your –
• Initial call pre-call planner
• Presentation pre-call planner
• Recommendation pre-call planner
• Closing – pre-call planner
What’s your commitment for action?

35. Thank You.
Marguerite Zimmerman
E=mz² Inc.