Everyone sells, even you. Learn a simple, easy way to sell by thinking like a buyer, not a seller. Every sales cycle has four phases, but learn why the second one – educating your buyer – can make or break the deal. The 5 step CM! process gives you a toolbox full of ideas on how to become a convincing expert. For audio and slides, go to http://theideamechanic.com/convince-me-indieconf-2010-soundslides

1. Doug Foster
the Idea Mechanics
Why should I buy what you’re selling?
Convince Me!
@theideamechanic

2. This presentation and performance by Doug Foster at indieconf 2010 on 13Nov10 is licensed under a
Creative Commons Attribution-NonCommercial-ShareAlike 3.0 United States License. Permissions beyond
the scope of this license may be available at http://theideamechanic.com/contact.

3. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Intro

4. Think Sell Plan Tell Show Try SatisfyIntro Wrap
6.7 billion people
sell something
every day

5. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Everyone sells,
even you

6. Think Sell Plan Tell Show Try SatisfyIntro Wrap
What do you sell?
Product
Service
Point-of-view

7. Think Sell Plan Tell Show Try SatisfyIntro Wrap
If you don’t know
how to sell ...

8. Think Sell Plan Tell Show Try SatisfyIntro Wrap
... or if you do
know how to sell ...

9. Think Sell Plan Tell Show Try SatisfyIntro Wrap
... this is an easy,
simple way to sell.

10. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Selling
and
convincing
...
Plan
the
trip
Tell
your
story
Show
proof
Try
it
Satisfy
completely
Foster
Close
Educate
Find

11. Think Sell Plan Tell Show Try SatisfyIntro Wrap
That’s it
We’re done
Go home

12. Think

13. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Don’t think like
a seller.
Think like a buyer.

14. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Why should I buy
what you’re selling?

15. Think Sell Plan Tell Show Try SatisfyIntro Wrap
WII-FM
What’s In It – For Me?

16. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Money? Time?
Leverage?
Security?

17. Think Sell Plan Tell Show Try SatisfyIntro Wrap
You must know
My industry
My business
My pain

18. Sell

19. Think Sell Plan Tell Show Try SatisfyIntro Wrap
How do you sell?

20. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Selling
and
convincing
...
Plan
the
trip
Tell
your
story
Show
proof
Try
it
Satisfy
completely
Foster
Close
Educate
Find

21. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Find
Talk
Hang out
Network
Subscribe
Get social

22. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Find
Talk (like today)
Hang out (watering holes)
Network (TIMA)
Subscribe (RSS, MailChimp)
Get social (Tweet)

23. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Educate
Plan
Tell
Show
Try
Satisfy

24. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Educate
Plan
Tell
Show
Try
Satisfy
Selling
and
convincing
...
Plan
the
trip
Tell
your
story
Show
proof
Try
it
Satisfy
completely
Foster
Close
Educate
Find

25. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Close
Deciding is logical
Buying is emotional
I’ll convince me
No buyer’s remorse
Don’t badger

26. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Close
Grady the Badger
http://www.youtube.com/watch?v=A9maS_7rrkY

27. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Foster
Ask
Listen
FYI
Deliver
Fix

28. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Foster
Ask (don’t assume)
Listen (more than you talk)
FYI (keep thinking of me)
Deliver (expectations)
Fix (things will go wrong)

29. Plan
Selling
and
convincing
...
Plan
the
trip
Tell
your
story
Show
proof
Try
it
Satisfy
completely
Foster
Close
Educate
Find

30. Think Sell Plan Tell Show Try SatisfyIntro Wrap
“If you don't know
where you're going,
you'll wind up
somewhere else.”
Yogi Berra

31. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Know me,
know my story,
know my backstory

32. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Know my story
How/why
When
Where
How much
Who/what

33. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Plan the trip
My Point A
Your Point B
(buyer)
(seller)

34. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Why should I
make the trip?

35. Think Sell Plan Tell Show Try SatisfyIntro Wrap
What will I see? You
know my points of
interest, right?

36. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Who’s along
for the ride?

37. Think Sell Plan Tell Show Try SatisfyIntro Wrap
I only have
so much money and
so much time

38. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Are we going
down the street or
around the world?

39. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Scenarios are
powerful planning
tools

40. Think Sell Plan Tell Show Try SatisfyIntro Wrap
“The Art of the Long View”

41. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Plan alternate routes
for roadblocks,
shortcuts ...

42. Tell
Selling
and
convincing
...
Plan
the
trip
Tell
your
story
Show
proof
Try
it
Satisfy
completely
Foster
Close
Educate
Find

43. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Short Stories
that Sell™

44. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Our brains are wired
for stories
(and pictures)

45. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Low brain
High brain

46. Think Sell Plan Tell Show Try SatisfyIntro Wrap
I want to know
YOUR story

47. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Your story should be
unlike any other

48. Think Sell Plan Tell Show Try SatisfyIntro Wrap
What’s (y)our story
How/why
When
Where
How much
Who/what
•

49. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Fit the story to the
location and
situation
http://theideamechanic.com/short-stories-
that-sell-so-what-do-you-do/

50. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Elevator pitch?
Short stories?
Chat?
Seminar?
Meeting?

51. Think Sell Plan Tell Show Try SatisfyIntro Wrap
I help people sell
http://theideamechanic.com

52. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Stories
Demonstrations
Experiences
We help people sell
http://theideamechanics.com

53. Think Sell Plan Tell Show Try SatisfyIntro Wrap
A good story
Length, width, depth
Memorable
Invokes emotion

54. Think Sell Plan Tell Show Try SatisfyIntro Wrap
What’s an idea?
What works now?
Tell the truth

55. Think Sell Plan Tell Show Try SatisfyIntro Wrap
7 layers of how to
tell a story

56. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Application Purpose, conversation
Session Media, audio, video
Transport Delivery: best effort or
guaranteed
Network Payload, message
Link 1:many, 1:few, 1:1
Physical Location, medium connects
locations, topology

57. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Your goal is to start
a conversation

58. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Conversations are
threaded with
interactive stories

59. Think Sell Plan Tell Show Try SatisfyIntro Wrap
160,000 IP phones
in 10 minutes

60. Show
Selling
and
convincing
...
Plan
the
trip
Tell
your
story
Show
proof
Try
it
Satisfy
completely
Foster
Close
Educate
Find

61. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Why should I believe
you?

62. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Careful, maybe
I’m (really) smarter
than you

63. Think Sell Plan Tell Show Try SatisfyIntro Wrap
#1 “Now I get it”
How it works
Under the hood
To what degree

64. Think Sell Plan Tell Show Try SatisfyIntro Wrap
#2 “I believe”
I have faith

65. Think Sell Plan Tell Show Try SatisfyIntro Wrap
#3 “I trust”
You have told me
repeated truths

66. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Persuade me
with a quantitative,
logical, rational
argument

67. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Demonstrate
Seeing is believing
No smoke & mirrors
Works vs. Idea

68. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Success story
1st hand is best
2nd hand is good
Make it viral?

69. Try
Selling
and
convincing
...
Plan
the
trip
Tell
your
story
Show
proof
Try
it
Satisfy
completely
Foster
Close
Educate
Find

70. Think Sell Plan Tell Show Try SatisfyIntro Wrap
If seeing is believing,
then trying is buying.

71. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Sensory, emotional
An event you can
smell, touch, taste,
hear, see, feel

72. Think Sell Plan Tell Show Try SatisfyIntro Wrap
An engaging
experience
(dance, don’t watch)

73. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Make it Real
Make it a WOW!™

74. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Good
A crowd experience
(random gathering)

75. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Better
A community of
interest experience

76. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Best
A personal
experience

77. Think Sell Plan Tell Show Try SatisfyIntro Wrap
VoIP for the Navy

78. Satisfy
Selling
and
convincing
...
Plan
the
trip
Tell
your
story
Show
proof
Try
it
Satisfy
completely
Foster
Close
Educate
Find

79. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Questions are good
Good conversations
have questions, even
tough ones

80. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Concerns are great
I’m sharing,not
hiding them

81. Think Sell Plan Tell Show Try SatisfyIntro Wrap
I need more. Where/
how can I learn
more?

82. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Ask me
Listen to me
Respond directly

83. Think Sell Plan Tell Show Try SatisfyIntro Wrap
How do you I
measure success?

84. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Only 2 questions
Did I buy?
Would I buy again?

85. Think Sell Plan Tell Show Try SatisfyIntro Wrap
What if I’m not
satisfied?

86. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Some people are
never satisfied

87. Think Sell Plan Tell Show Try SatisfyIntro Wrap
A SMART buyer
Satisfied
Motivated
Advocate who is
Remorseless
Trusting

88. Think Sell Plan Tell Show Try SatisfyIntro Wrap
A SMART buyer
is your best seller

89. Wrap

90. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Selling
and
convincing
...
Plan
the
trip
Tell
your
story
Show
proof
Try
it
Satisfy
completely
Foster
Close
Educate
Find

91. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Where can I learn
more?

92. Think Sell Plan Tell Show Try SatisfyIntro Wrap
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93. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Where are the slides?

94. Think Sell Plan Tell Show Try SatisfyIntro Wrap
http://slideshare.net/theideamechanic/Convince-Me-
Why-Should-I-Buy-indieconf-2010

95. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Thanks!
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