Social Sales Training Intensive Part 1

Wifi:
Ceilis Public
irishnet1

Social Selling Intensive
#SocializedCamp @CeilisVan
With @ShaneGibson

@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson

R.O.I. Personal Assets
Spend

Time

Invest

Energy
Ability
Money
Reputation
Short Term / Long Term / Joy

@SocializedTeam

The A B C’s of Targeting
CATEGORY
High Yield
& Larger
Investment

USERS
RETAIN

DEVELOP

NON-USERS
REGAIN

A
Absolute

GAIN
Pro-active &
High
Relationship
Selling

B
Beneficial
Lower Yield
& Smaller
Investment

Passive &
Lower
Relationship
Selling

C
Convenient

D - Detach

@SocializedTeam

Sales Conversion Ratio
(100 Competitor’s Clients Converted)

Calls

Converted

Percentage

1st

2 of 100

2%

2nd

3 of 98

3%

3rd

4 of 95

4%

4th

10 of 91

10%

5th &
Onward

81 of 81

81%

“It could take 25 calls to convert # 81”

@SocializedTeam

Targeting Criteria Examples
• Number of staff that work for the company
• The volume of income that company
generates annually
• Number of staff in a particular division
• Business stage or cycle
• Web presence

@SocializedTeam

• Organizational attitude toward education,
development and training
• Number of locations outlets
• Their geographical location
• Familiarity with our brand
• Access to senior executives
• Industry/sector

@SocializedTeam

Individual
•
•
•
•
•
•
•

By industry
Geography
Stage of Career
Stage of Life
Age of children
Need for our offering
Financial situation or access to finance

@SocializedTeam

Individual
•
•
•
•
•
•
•
•

Referral or influence power
High value buyer
History of purchases
Time commitments or availability
Decision making style
External Influences
Career Aspirations

@SocializedTeam

Criteria
1.

Potential Funds to Invest
A. $300,000 +
B. $50,000 - $299,999
C. Under $50,000

2.

Cycle of Life
A. Married with or without dependants and / or Within 10
years of retirement
B. Single with responsibility – dependants
C. Single and no responsibilities


@SocializedTeam

Criteria Continued…
3.

Geographic Location
A. Vancouver (within 30 minutes from home or office)
B. Metro Vancouver (more than 30 minutes from home or office)
C. Outside of Metro Vancouver
4.
Acceptability and/or Natural fit (Relationship, Culture, Gender,
Social Styles, Politics, Ethics)
A. Easy to approach/Excellent natural fit
B. Somewhat easy to approach/Some fit
C. Awkward to approach/Not a good fit


@SocializedTeam

Criteria Continued
5.

5.

Financially Responsible
A. Very
B. Somewhat
C. Impulsive, Bad Credit, not a planner at all
Level of Maintenance Needed:
A. Busy, calls for updates/with questions once in a while, tends to followthrough on mutually agreed upon strategies. Light monitoring of
portfolio.
B. Calls us with quite a few questions, is somewhat in-decisive at times,
does value our opinion most of the time. Regularly checks their
stocks and investments.
C. Lots of spare time, calls us constantly, changes their mind and
investment strategy a lot. Usually second guesses us, doesn’t value
our time. Full time job is to make sure we’re on track.


@SocializedTeam

Criteria Continued
7.

Profession, Occupation, Job Position
A. Graduate & professional people, senior executive, successful
entrepreneur, realtors, public figure, producers etc.
B. Middle manager, supervisor, trades person, small business owner,
teacher, civil servant,
C. Support staff, admin staff, clerical workers, etc.


@SocializedTeam

Retain Strategy
•
•
•
•
•
•
•

Pro-active servicing
Incentives for loyalty
Special treatment
Frequent contact
Relationship building
Some developing
Close monitoring

@SocializedTeam

Retention Facts
In banking, a 20 Year customer is
worth 85% more in profits than a 10
year customer
In most businesses, boosting retention
by 2% has the same effect on profits
as cutting costs by 10%

@SocializedTeam

Relationship Building Model
Time
Frequency
Length

=
=

+

Genuine
Assistance (TLC)
( Entertainment)

Relationship
Commitment from Both
Parties

@SocializedTeam

Retain Strategy – Risk List
•
•
•
•
•
•
•
•
•

Political differences between two companies
Poor service
Competitors are aggressively pursuing them
Turned down for finance etc.
Unhappy with price, rate or policy
Hasn’t been visited for quite some time
Change in their management
Change in our sales representative handling them
Not enough personal attention

@SocializedTeam

Develop Strategy
• Needs analysis
• Add-on, up selling and cross sell
strategies
• Pro-active selling & servicing
• Relationship marketing
• Special Treatment
• Frequency of contact

@SocializedTeam

Regain Strategy
Renewing of the relationship strategies
• Presenting something new
• Correcting situations and being humble
where the relationship ended due to
problems
• Frequency of calling
• Making them part of the VIP strategy
once they are on side

@SocializedTeam

Gain Strategy
• “Be seen” where these potential clients are
• Utilise frequency of contact and be of real
help
• Build a funnel through social media
engagement
• Treat these potential A-group clients as if they
are already a heavy user of your services
• Utilise your network for introductions and
referrals
• Continual prospecting (CCIC)
• Be a “pro” at rapport building
• Be unique

@SocializedTeam

Corporate
Group

A

Page

Most Wanted List

1 of 1

Date :

Product : Social Selling System

Main Criteria :

50 or more sales people in the company. Person/company responsible for handling training for the company.

Secondary
Criteria :

Actually changing from passive to pro/active marketing and selling. Invests more than 100,000
annually in sales training. Volume – 50 million annually/person/company excellent contacts

Heavy Users
Retain
Ford
ACL
CMA
CGA
Corning

Light Users
Develop
Liberty Life – SA
Sage Life – SA
Homenet – SA
Wakefileds – SA
Max Prop – SA
Aida – SA
Fraser Real Estate – Canada
Sask Ins Corp - Canada
Justin – Avon – SA
NBS Bank – SA
First National Bank – SA
IBM

Sales Person : Shane Gibson

Non – Users
Regain
Seaboard
Management Recruitment – USA
Triple A Employment – USA
Remax – Canada
Ind Ins Agents of Michigan
Toronto Dominion Bk – Canada
Royal Bank – Canada
C/B of Canada
Hong Kong Bank of Canada
California Credit Union League


Non – Users
Gain
Sanlam – SA
Old Mutual – SA
Fedlife – SA
ABSA Brokers – SA
Century 21 – Canada
SA Breweries
Douglas Green
Persetel
Mecedes - SA
Toyota - SA

@SocializedTeam

Successful Sales and Personal
Marketing
“Creating an environment where an
act of faith can take place.”


@SocializedTeam

Credibility
• Being seen as a peer and business person not
simply transaction focused.
• Asking intelligent questions
– Doing our research
– Having a “natural” process for needs analysis

• Being passionate and confident in:
•
•
•
•

Our self
Our company
Our industry
Our solution

• Keep Commitments

@SocializedTeam

In Most Transactions
“If two people do not like and
respect each other ... the details
won’t
matter because there probably
won’t be a transaction”

@SocializedTeam

Myth
“Use relationship
skills
to get the deal”

Today’s Truth
“The relationship
is the deal!”

@SocializedTeam

What “do you” or “would you”
expect, or want, from
someone close to you in a
long term relationship?
e.g. Spouse, significant other,
boyfriend, girlfriend, son,
daughter, business partner

@SocializedTeam

What do you expect or want in
your own personal banking
relationships for you to be
very happy in the long term as
a customer?


@SocializedTeam

The 5 Relationship
Development Stages
A Stranger

An
Acquaintance

An
Associate

A Friend

A Best
Friend

1.
Attraction
Stage

2.
Exploration
Stage

3.

4.
Commitment
Stage

5.
Unity
Stage

Flirtation

A Few Dates

Development
Stage

Steady Dates

Engagement


Marriage

@SocializedTeam

The 5 Relationship
Development Stages
Potential
Supplier

Short Term
Supplier

Developing
Supplier

1.
Attraction
Stage

2.
Exploration
Stage

3.

Watching

Testing

Development

Stage

Bonding

Trusted Long
Term Supplier

Trusted Advisor
& Partner

4.
Commitment
Stage

5.
Unity
Stage

Trusting


Entrusting

@SocializedTeam

Frequency Selling (Data Base)
Reach 50 of the Right Potential
Clients
20 Times with the Right Methods
Rather than
1000 Potential Clients ONCE

@SocializedTeam

Sales Conversion / Retention
Ratio
(100 Competitor’s / Our Clients Converted)

Calls

Converted

Percentage

1st

2 of 100

2%

2nd

3 of 98

3%

3rd

4 of 95

4%

4th

10 of 91

10%

5th & Onward

81 of 81

81%


@SocializedTeam

Why Frequency Works
• 48% of all sales people make one call and
after a solid “NO” from a potential client they stop calling
• 25% make two calls and stop
• 15% make three calls and stop
• 12% make three calls and continue.
These people are responsible for 80% of
all sales
–


National Dry Goods Assoc. USA

@SocializedTeam

Primary Tools
• Personal sales calls
• Personal lunches / dinners / etc
• Invitations to functions and
events
• Co-incidental encounters
• Telephone calls
• Web conference / Skype /
Hangouts

@SocializedTeam

Secondary Tools
•
•
•
•
•
•

Team member contact
e-mail
Text
Twitter, Facebook, Linkedin,
Personal thank you’s
Gifts or promotional items

@SocializedTeam

Other Tools
•
•
•
•

Congratulations
Greeting Cards
Post Cards
Articles written by you or articles of
interest
• Your/Company blog posts
• Curated relevant content
• Endorsements

@SocializedTeam


@SocializedTeam

“I have never heard
someone listen
their way out of a
deal…”
- Zig Ziglar


@SocializedTeam

Needs Analysis Approach
•
•
•
•
•
•

Forces you to listen
It makes the client think and explore
Pertinent questions are not missed
It leads the client
Sufficient information is gathered
Sales points are suggested and tied to the
answer
• Adds Value


@SocializedTeam

Needs Analysis Approach
• Really get to know their
Likes

Problems

Objectives

Dislikes

Achievements

Values

Fears

Dreams

Goals

Beliefs

Challenges

Motivations

No fit = referral = credibility = referral

@SocializedTeam

The Power of Interviewing
Questions
• If they are asked correctly, 80 % of
your vital information should come
from 20% of your questions
• The other 80% help to build flow and
rapport


@SocializedTeam

The Power of Interviewing
Questions
• Intelligent questions:
– Demonstrate you are a professional
– Show you are competent
– Build trust
– Prove you are concerned about the
client’s needs

@SocializedTeam

The Needs Analysis
Questionnaire
In the
beginning

General Standard
Easy Questions
More focused
opinions that begin
to tell a story

At the end of the questionnaire

Confidential
Personal
Financial 20 % of the questions
80% of the vital
information


@SocializedTeam

Remember When Asking
Questions
• The use of a mixture of types of questions
will make it more comfortable for the
client, allowing variation in their style of
answering
• Some times it is not the words you say
when asking questions but how you say it
that will determine its effectiveness.


@SocializedTeam

Social Sales Training Intensive Part 1

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