1.
SALES
PLAYBOOK
THE
I N S T I T U T E
WE TRANSFORM SALES TEAMS INTO TOP PERFORMERS
SELLING SKILLS
Selling
Skills
Institute

2.
 WHO WE ARE
The Selling Skills INSTITUTE is a Massachusetts company that specializes in sales
education and personal development for business owners, executives, entrepreneurs, as
well as inside and outside sales professionals. For over 17 years, we’ve been delivering
high-quality education programs that arm clients with new thinking habits, cutting-edge
selling and interpersonal skills, business acumen, and a customized sales playbook that
outlines the best in-class sales practices for sustaining a competitive edge.
 OFF THE TRADITIONAL PATH
The Selling Skills INSTITUTE is unique. Our proprietary SHIFT THINKING™ TEACHING
MODEL delivers value well beyond the transfer of skills, techniques, tactics, and knowledge.
Other training companies teach salespeople what to think and what they should do. At the
Selling Skills INSTITUTE, we teach clients how to think differently, at the level necessary to
transform behavior and drive peak performance.
 BENEFITS WE OFFER
Here is what you can expect when you engage the Selling Skills INSTITUTE. A more confident
and effective sales team which delivers an increase in predictable sales and at higher profit
margins.
 WHAT WE DO
The Selling Skills INSTITUTE utilizes a proven and highly effective proprietary and
trademarked teaching model that helps clients discover self-defeating thoughts that hold
them back. We then customize a program to retool thoughts that inhibit them from
performing behaviors that are needed to reach their goals.
We help clients to
Selling Skills INSTITUTE
2
 Blast through self-imposed limitations
 Connect with key decision makers
 Build trust during each customer
interaction
 Set more qualified appointments
 Improve sales predictability
 Build robust sales pipelines with over-
flowing sales opportunities
 Configure value-based solutions that
meet the needs of the buyer
 Close more profitable sales in less time
 Generate revenue and boost profits

3.
We consult with
management to
define specific
objectives. Then
we diagnose and
assess sales team’s
strengths and
weaknesses.
Diagnose
Agree on
competency
requirements:
Product
knowledge, selling,
interpersonal and
business skills
needed to succeed.
Competency
Standardize key
performance
indicators to
drive consistent
performance.
KPI’s
Map key steps in
the selling process
to drive
consistency,
efficiency, and
effectiveness.
Mapping
 OUR APPROACH
At the Selling Skills INSTITUTE, before we onboard a new client, we assess your organization’s
needs, goals, and vision for the future. We help clients to clarify the specific business results
they want to achieve and the real changes that must take place in order to achieve them. Then
we develop a customized learning program that is aligned with corporate objectives and
DRIVES PHENOMENAL BUSINESS RESULTS.
 ONSITE AND VIRTUAL LEARNING COURSES
The Selling Skills INSTITUTE offers a full suite of onsite and virtual (webinars) sales education
and developmental learning programs with over 100 prospecting and sales topics to choose
from. Additionally, we provide personal coaching via telephone to reinforce all of our
developmental offerings.
We work with clients to customize the content and length of each training course to meet
their specific budget requirements and business objectives. We offer ½ day, full day, and
ongoing reinforcement programs, as well as workshop facilitation, and keynote speaking.
3
ONBOARDING NEW CLIENTS
 NEW CLIENT ONBOARDING STEPS

4.
SHIFT THINKING™
“Think differently …
and get a
different result.”
4
“WE CANNOT SOLVE
OUR PROBLEMS WITH THE
SAME THINKING WE USED
WHEN WE CREATED THEM.”
ALBERT EINSTEIN

5.
SHIFT THINKING™ MODEL
Mindset
Skills Behavior
Process
 PROPRIETARY TEACHING MODEL
At the Selling Skills INSTITUTE, we use a proprietary teaching model called Shift
Thinking™. Through a combination of research, surveys, best practices, and practical
experience, Charlie Anderson created this BREAKTHROUGH TEACHING MODEL that pulls
together all of the critical determinants of sales success into a results driven change
acceleration process.
 BASED ON THE BOOK SHIFT THINKING™
The Selling Skills INSTITUTE’S Shift Thinking™ teaching model is based
on success principles from Charlie’s bestselling book Shift Thinking. In
his book, he details specific steps to tap into the mind and affect
changes in thinking so that behavior and SALES RESULTS are
POSITIVELY IMPACTED.
5
 SHIFT THINKING™ TEACHING MODEL

6.
MINDSET
Thinking
Feelings
Behavior
Sales
Performance
 Thinking is one of the most
powerful forces on the planet
 Thoughts control our life, mold our
character, and determine our level
of success
 There is no other place in the
universe, other than in your mind,
where you are the absolute master
6
 KEY DIFFERENTIATOR
Almost all reputable sales training companies train salespeople on best practices, selling skills,
tactics, and techniques – some even offer enablement tools to help sales professionals get the
job done.
However, unlike the Selling Skills INSTITUTE, none utilize a proven teaching model that
provides a step-by-step process to help salespeople breakthrough self-defeating thinking and
behavior patterns. Our proprietary Shift Thinking™ teaching model helps to transform average
salespeople into TOP PERFORMING SALES PROFESSIONALS and top performers into
RAINMAKERS.
 THE SELLING SKILLS INSTITUTE IS DIFFERENT
Our Shift Thinking™ Teaching Model is designed to teach clients how to program their
minds to think and behave differently, so that they’re able to escape from the iron-grip of
their self-made prisons and smash through barriers to greater achievement.
The SHIFT THINKING™ TEACHING MODEL is based on the scientifically proven fact that
thinking affects feelings, which in turn, affects behavior, and ultimately sales performance. By
helping clients unlearn what they’ve learned in the past that keeps them stuck, and retool
their current thinking, they’re able to tap into their true potential and achieve new
possibilities.

7.
RETOOL THINKING
There is a story about a Harvard
Professor who was visited by a college
student who went on and on about all
he knew about psychology.
The professor began pouring water in
the student’s glass, but when the glass
filled up, he kept pouring.
The student exclaimed, “Stop! The glass
will not hold anymore.” The professor
replied, “That’s right! HOW CAN I TEACH
YOU ANYTHING IF YOU DO NOT FIRST
EMPTY YOUR GLASS?”
7
“The problem is never how to get new thoughts into your mind, but how to GET
OLD ONES OUT. Every mind is a building filled with archaic furniture. Clean out a
corner of your mind and allow new thoughts to fill it.”
Dee Hock. Founder of VISA
At the Selling Skills INSTITUTE, we recognize
that prior knowledge and life experiences are
the two most important factors in learning.
In order for new learning to take place, there
must first be a RETOOLING phase. The
Retooling Process involves two key steps:
1. Unlearning
2. Creating an opening for new information
Unlearning is exactly what it says. Intending to
let go of what we have already learned or
acquired. The focus is on emptying and
creating an opening for new information.
The Selling Skills INSTITUTE is the only sales
training and developmental company that uses
a proprietary RETOOLING PROCESS to help our
clients to achieve goals that they never thought
were possible.

8.
RETOOL THINKING
1.
Think About What
You’re Thinking
2.
Identify Positive
Thoughts
3.
Identify Problematic
Thoughts
4.
Write Positive
Affirmations
5.
Practice New
Behavior
 TAKE YOUR SALES RESULTS TO THE NEXT LEVEL
Research has proven beyond a shadow of a doubt that success is a byproduct of behavior and
that all behavior starts out as a thought. At the Selling Skills INSTITUTE, our step-by-step
Retooling Thinking Process helps clients modify their thinking so that they can alter their
behavior and achieve their peak potential.
8
 HOW IT WORKS
At the Selling Skills INSTITUTE, we believe that if you continue to have the same thoughts,
you will continue to get the same results. If you’re looking to IMPROVE YOUR SALES
RESULTS, you have to become mindful of your patterns of thinking, unlearn self-defeating
thinking that’s holding you back, and program new thoughts into your mind to breakthrough
barriers and achieve new possibilities.
 RETOOL THINKING – THE PROCESS

9.
BUYER’S JOURNEY
NEEDS
AWARENESS
EVALUATE
ALTERNATIVES
EVALUATE RISK Buying Decision
 Buyer becomes aware of
potential problem or
need
 Awareness may occur
through marketing and
/or sales activity
 Buyer investigates
possible options to solve
problem or meet
perceived needs
 Buyer may do their own
research or hire an
outside consultant.
 Buyer concludes that
the need will be met
(problem will be solved)
and is comfortable
imitating change.
 Buyer concludes there is
justification to change
buying behavior and
make a financial
commitment
SALES PROCESS
PLAN CREATE QUALIFY DIAGNOSE DEVELOP PROVE CLOSE
Determine
who to sell
to―your
ideal client
and the best
methods to
approach
them.
An
opportunity
has to be
created
through a
combination
of marketing
and sales
activity.
When interest
is expressed,
both buyer
and seller
decide if the
opportunity
merits
additional
investment in
time and
resources.
Buyer and
seller
collaborate
and
determine
buying
motive,
change
motive, and
money
tolerance.
Buyer and
seller arrive at
a definition of
a solution to
solve a
problem or
meet the
need.
The proposed
solution must
demonstrate
that it meets
the criteria
for solving the
problem
through
various forms
of proof.
A mutually
agreeable
financial
commitment
is secured
and time-
lines are
agreed upon
to implement
the solution.
SALES MODEL
Rapport,
Credibility
& Trust
Ground
Rules
Decision
Maker
(Who)
Approval
Process
(How)
Buying
Motive
(Why)
Change
Motive
(Urgency)
Money
Tolerance
Proof
Step
Close /
Next Step
SHIFT THINKING SALES
FRAMEWORK
9
TEACHING TOPICS
Mindset
 How champions think
Core competencies
 Selling, business and
interpersonal skills
Behavior and metrics
 Daily activities, KPI’s,
and tracking
Process
 Designed selling
approach

10.
 BUYER-ALIGNED SALES MODEL
The Selling Skills INSTITUTE provides clients with a consistent, effective, and systematic
buyer-aligned, conversational selling model that helps them quickly establish rapport and
credibility, qualify and disqualify opportunities, uncover real buying motives, reveal buyer’s
change motives, determine money tolerance, and close profitable sales in less time.
Rapport, Credibility and Trust1
Ground Rules2
Decision-Maker3
Approval Process4
Buying Motive5
Change Motive6
Money Tolerance7
Proof Step8
Close / Next Step9
Discipline
brings
consistency
Consistency
brings
predictability
Predictability
is something
you can
measure
“If you can’t describe what you are doing as a process,
you probably don’t know what you are doing.”
W. Edward Deming
Management consultant.
10
SALES MODEL
Our sales model is a robust strategy that helps define conversational structure, sequence,
and messaging without imposing a fixed route.

11.
1. RAPPORT, CREDIBILITY, AND TRUST
Build rapport, credibility, and trust by demonstrating keen interest in the prospective
client’s world. Build rapport by being interested rather than being interesting.
2. GROUND RULES
Craft agreements that balance the needs of the prospective client and the salesperson’s
organization.
3. DECISION MAKER
Identify stakeholders, buyer influencers, change mobilizers, “bridge builders”, and key
decision makers, as well as their personality styles (Expressive, driver, relater, analytical).
4. APPROVAL PROCESS
Specific criteria potential clients consider and timelines for saying “yes” or “no”. Mapping
the buyer’s purchasing journey.
5. BUYING MOTIVE
A thorough understanding of the issues plaguing potential clients as well as the
emotional content associated with the issues.
6. CHANGE MOTIVE
A framework for influencing buyer’s thinking, perceptions, decisions, and actions in
support of changing from the status quo.
7. MONEY TOLERANCE
Assess purchasing power – determine whether potential clients are able and willing to
pay for your value-based solution. People will find a way to pay for things that are
important to them, and important is a purely a subjective thing.
8. PROOF STEP
Configure value-based solutions that meet the unique needs of the buyer. Clearly explain
the links between solutions, benefits, and buyer’s needs. Offer unique ideas and insights
that prospects have not yet considered.
9. CLOSE / NEXT STEP
Ask for the sale. Then agree on what happens next and when it will happen.
BUYER-ALIGNED SALES MODEL
11

12.
Sales Steps Objectives Driving Dialogue
1. Rapport,
Credibility
and Trust
OBJECTIVES
Build rapport, credibility and trust during
each prospect and client interaction.
 Commonality
 Listen to understand by expressing
interest and asking pivotal questions
 Emotional intelligence
 Share industry knowledge and insight
 Be aware of body language and voice
tone
 Planning and research
Have in-depth knowledge of the
prospect’s competition, marketplace,
organization, and industry.
FIRST IN-PERSON MEETING
 How long have you been with the
company?
 What originally led you to work for
this company?
 What would you say is different
about your company today from
when you started?
 Transition Step
The transition from small talk to
business talk.
 Purpose Statement
The purpose of today’s meeting is
to determine whether we can help
you achieve your sales goals. Does
that make sense?
2. Ground
Rules
Constantly check-in
with prospects and
clients to assure
that expectations
are in alignment.
OBJECTIVES
Craft agreements that balance the needs
of the prospective client and the sales-
person’s organization.
 Expectations
Alignment between your expectations
as well as the prospect’s expectations.
 Tools
 Mini commitments
 Agree on clear next steps
LEAD-IN STATEMENT
Before I get too deep into what we do,
does it make sense for us to talk about
each other’s expectations?
 Salesperson
Can you help me understand what
you’re looking to accomplish during
today’s meeting?
3. Decision
Maker
Who makes the
decision?
OBJECTIVES
Identify all key players who participate in
or influence the buying decision.
 Economic buyer
 Stakeholders
 Ratifer
 Change mobilizer
 Personality styles.
Driver, analytical, amiable, and
expressive.
 Push Backs
Be prepared to handle push backs
from decision makers.
QUESTIONS
 In addition to you, who else gets
involved?
 Who will make the final decision?
 Who is able to veto the final
decision?
 Is there a break-off point where your
decision-making authority ends?
 If a committee makes the decision,
what are the various roles of each
person?
 Who do you confer with about this
type of sale?
12
CUSTOMIZED SALES PLAYBOOK
Example of what a customized sales playbook looks like

13.
4. Approval
Process
How buying
decisions get
made and the
criteria that’s
used to make the
decision.
OBJECTIVES
Determine the steps and criteria that
govern buying decisions.
1. The buyer’s journey
2. What decisions get made in each
step?
3. Who is involved in each step?
4. Key priorities of decision makers in
each step
5. When will they decide?
QUESTIONS
 Can you walk me through your decision
making process?
 What evaluation criteria was use to hire
your incumbent?
 In addition to price, what else will be
evaluated?
 What is your timeline for making a
decision?
 Will one department /person have veto
power over another?
 What internal factors may derail a sale or
prevent the process from moving
forward?
 How will the buyer choose between
alternatives?
5. Buying
Motive
OBJECTIVES
1. Uncover the prospect’s reason to
buy―a problem or a potential
missed opportunity.
2. Find out why the problem or
opportunity is important.
3. Uncover the emotional driver
behind the buying motive.
4. Summarize what you heard
5. Get confirmation
 Don’t solve problems in this step.
Withhold offering a solution until
you have explored the problem to
be solved and/or the results to be
achieved.
 Emotional Driver
Understand what the purchase will
mean for the prospect personally.
QUESTIONS
Problem Questions
 What do you see as the biggest hurdle in
achieving your goals?
Opportunity Questions
 How does your ideal vision compare with
your current situation?
Ask Why
 Mr. Prospect can you explain why you
feel that’s problematic? Let prospects
verbalize their emotional feelings
 Ideas and Insight
Offer unique ideas and insight that
prospects may not have considered
before.
 Emotional Driver Question
“When this is successfully implemented,
how will this effect you personally at
your company?”
 Stories
Share stories to illustrate important
points.
Sales Steps Objectives Driving Dialogue
13
CUSTOMIZED SALES PLAYBOOK
Example of what a customized sales playbook looks like

14.
6. Change
Motive
OBJECTIVES
Reason to change
In order to close a sale, not only does a
prospect need a motive to buy, he/she
also needs a reason to change from the
status quo.
 Business Issues and Implications
Your primary objective in this step is to
determine how serious the problem is.
- Personally
- Organizationally
 Stay alert for change signals
CONSEQUENCES
Prospects change to avoid negative
consequences and to achieve desired
goals.
Implication Questions
Implication questions are used to
probe for impact and consequences.
 Severity of Business Problem
“Mr./Mrs. Prospect is this a problem
or an opportunity that you feel
strong enough about to make a
change? (Move your business from
your incumbent to me?)
7. Money
Tolerance
OBJECTIVES
It’s imperative that you understand all
financial parameters related to the sale
before offering a solution.
 Is the prospect able and willing to
allocate sufficient financial resources to
fix their problem and or achieve their
goal?
FINANCIAL PARAMETERS
 Does the prospect have the financial
resources to purchase your product
and or services?
 Have you validated that your contact
has the authority to commit funds?
 What’s the tangible evidence that
funding has been committed?
8. Proof
Step
OBJECTIVES
Configure a solution that meets the unique
needs of the prospective client.
 Expectations & Commitments
What expectations and commitments
need to be agreed on before you
present a solution?
 Objections
What objections are you likely to hear?
And are you prepared to address them?
PRIOR TO PRESENTING
Mini-commitment question
“I feel certain that we have a solution
that addresses your concerns.
Assuming you’re in agreement, after
today’s presentation ,are you prepared
to move forward?” This question will
reveal obstacles in the way of a sale.
 Cost-benefit analysis
Articulate a business case that
demonstrates a benefit to the
prospective client.
 Can you answer these questions?
 Does the prospect like the proposed
solution?
 How does it compare to other
solutions?
 Were you able to demonstrate a
ROI?
Sales Steps Objectives Driving Dialogue
14
CUSTOMIZED SALES PLAYBOOK
Example of what a customized sales playbook looks like

15.
9. Close Step
And next steps
OBJECTIVES
GAIN PROSPECT’S
COMMITMENT
After summarizing your
solution, wrap-up the sale by
securing the prospect’s
commitment to buy.
ASK FOR THE SALE
If all eight prerequisites for closing the
sale have been fully satisfied then you
have a green light to ask for the sale.
 Closing Questions
 Mr. Prospect are you prepared to
make a yes or no decision?
 Mr. Prospect are you comfortable
with what we discussed and are you
prepared to start working with me?
Clarification Questions
Encourage prospects to think
about what they are asking or
thinking about.
 Why are you saying that…?
 What exactly does this
mean…?
 How does this relate to
what we have been talking
about?
 What is the nature of...?
 What do we already know
about this?
 Can you give me an
example?
 Are you saying ... or...?
 Can you rephrase that,
please?
Probe Assumptions
Probing assumptions encourage
prospects to think about the
beliefs on which they are basing
their argument.
 What else could we assume?
 You seem to be assuming...?
 How did you choose those
assumptions?
 Please explain why / how...?
 How can you verify or
disprove that assumption?
 What would happen if...?
 Do you agree or disagree
with...?
Probe Rationale, Reasons and
Evidence
When prospects give a rationale for
their arguments, dig into that reasoning
rather than assuming it is factual.
 Why is that happening?
 How do you know this?
 Show me...?
 Can you give me an example of that?
 What do you think causes...?
 What is the nature of this?
 Are these reasons good enough?
 Would it stand up in court?
 How might it be refuted?
 How can I be sure of what you are
saying?
 Why is ... happening?
 Why? (keep asking it)
15
Sales Step Objective Driving Dialogue
CUSTOMIZED SALES PLAYBOOK
Example of what a customized sales playbook looks like

16.
BUYER-ALIGNED MESSAGING
At the Selling Skills INSTITUTE, we’re serious about BUYER ALIGNED MESSAGING.
For the past decade, we have been teaching clients that one of the best ways to increase
their strategic impact and differentiate themselves in the marketplace is to make a
transition from product-focused messaging that reflects selling product features and
benefits to BUYER-ALIGNED MESSAGING that reflects the buyer’s perspective.
A recent best practices study showed that organizations that focus on communicating their
understanding of the buyer’s challenges along with providing solutions that help buyers solve
those challenges experience:
 25% higher quota attainment
 20% higher win rates
 Five times less discounting
 Three times the competitive win rate
At the Selling Skills
Institute, we provide
clients with enablement
tools they need to
communicate the
purpose, value and
differentiation of their
company’s products,
people, solutions, and
services.
16
The Selling Skills INSTITUTE’S BUYER’S ALIGNED
VALUE-BASED SELLING MODEL is designed to help
clients
1. Identify key client problems and opportunities
that their solutions solve.
2. Break-down client problems into key underlying
causes.
3. Align client problems with company solutions.
“You have a problem, we
understand that problem
as well as the underlying
causes. Here's how our
capabilities solve those
causes, here’s how we
solve them better than our
competitors, and here’s
the value we deliver to
your business.”
Buyer-Aligned Messaging

17.
PROSPECTING PROGRAMS
Our Shift Thinking™ Prospecting Programs offer practical insight and proven strategies to
help clients connect with key decision makers, double the number of qualified
appointments they set, build a robust sales pipeline, and close profitable sales in less time.
AFTER COMPLETING THIS COURSE,
PARTICIPANTS WILL KNOW HOW TO
 Reprogram negative thoughts and beliefs
about prospecting
 Improve daily productivity
 Effectively conduct pre-call planning and
key research
 Target ideal clients
 Develop a value proposition that aligns
with their buyer’s journey
 Leverage social media and reach more
decision makers
Our SHIFT THINKING™ PROSPECTING PROGRAMS are tailored to address the specific
needs of our clients. Programs include multiple sales tools including: Handouts,
workbooks, PowerPoint slides, case discussions, homework assignments, and action plans.
Programs involve multiple small group collaborative role-play exercises that provide
participants with an opportunity to practice what they have learned.
17
 Connect with screeners and gatekeepers
 Gain access to top-level decision-makers
 Stop cold calling and set more qualified appointments
 Capture decision makers attention within the first 25 second of a call
 Quickly qualify and disqualify sales opportunities
 Use voicemail as a tool to connect with decision makers
 Manage your pipeline and move stalled prospects forward
 Follow-up and advance prospects through the sales pipeline
 Effectively network and ask for referrals and introductions

18.
OPPORTUNITY CALLING
18
It’s been described as the MOST POWERFUL and EFFECTIVE teleprospecting (prospecting via
phone) and appointment-setting program on the planet. It’s called OPPORTUNITY CALLING.
This revolutionary telephone prospecting method will help your sales team
 Overcome telephone prospecting avoidance
 Connect with key decision makers
 Double the number of qualified appointments they set
 Build a robust pipeline of sales opportunities
 Close on the logical next step
 Make telephone prospecting calls without the fear of rejection and failure
The OPPORTUNITY CALLING TELEPROSPECTING METHOD is the brainchild of Charlie
Anderson, president of the Selling Skills INSTITUTE and the author of four books including his
number one bestseller, The Secret to Winning Big which he co-authored with the legendary
speaker, trainer, and author Brian Tracy.
Charlie not only wrote the book, but he practices what he teaches.
Bernie Cronin, author, trainer, and speaker from West Palm Beach Florida, describes Charlie
this way in his new book, If Your Can’t Act, You Can’t Sell. “As shy as he may have been outside
of work, he is equally as fearless when it comes to making telephone prospecting calls. Charlie
knows how to play that role better than anyone else.”
“Sales reps that follow the Opportunity Calling
Method achieve a WIN ON EVERY TELEPHONE
PROSPECTING DIAL.” Charlie Anderson
O P P O R T U N I T Y C A L L I N G
Contact Charlie Anderson to discuss how the OPPORTUNITY CALLING METHOD can be
custom-tailored to address your sales teams appointment-setting challenges. Email me at:
charlie@shiftthinking.net or call me on my direct line 339-927-2746.

19.
SHIFT THINKING™ COACHING
 SALES COACHING
Coaching can help you skyrocket your sales results. Sales reps are taking on bigger
territories, facing higher quotas, and making more customer contacts than ever. But
according to a recent study, fewer than 55% of sales representatives make quota.
The Selling Skills INSTITUTE'S SHIFT THINKING™ SALES COACHING is relatively easy to
introduce, control, and monitor, and it generates immediate and measurable results.
INDIVIDUAL OR TEAM COACHING sessions are highly focused sessions ranging from 40
minutes to one hour, delivered either over the phone or in a face-to-face setting.
S A L E S C O A C H I N G C A N H E L P Y O U
 Clarify sales objectives into manageable and realistic goals
 Refine existing strategies and/or create new strategies
 Create a call strategy before calling or meeting with prospects
 Develop and master new sales and interpersonal skills
 Create a rock-solid value proposition to differentiate you from your
competition
 Eliminate unrealistic barriers that may be preventing success
 Prioritize activities into revenue-generating behavior
 Effectively use closing skills to gain commitments
 Remove roadblocks to success – like call avoidance
 Position yourself as a trusted business advisor
 Build the confidence to pursue larger accounts and win more often
 Eliminate procrastination
 Improve productivity by quickly qualifying and disqualifying opportunities
 Leverage the power of influence to skyrocket sales results
19
Contact Charlie Anderson to discuss how HIGH PERFORMANCE SALES COACHING can be
custom-tailored to address your sales teams objectives and challenges. Email me at:
charlie@shiftthinking.net or call me on my direct line 339-927-2746.

20.
CHARLIE ANDERSON
 CHARLIE’S BIO
Charlie Anderson is president of the Selling Skills INSTITUTE, a Massachusetts company that
specializes in the education, training, and personal development for business owners,
executives, entrepreneurs, as well as inside and outside sales professionals.
During the past 17 years, Charlie has trained and coached thousands of sales professionals in
the insurance and financial industries, commercial printing, digital media, TV broadcast,
banking, marketing, and advertising fields.
20
Charlie is the creator of the proprietary and trademarked Shift
Thinking™ Teaching Model−a step-by-step process which leads to
profound transformation in thinking, behavior, and sales results.
He is the author of four books including his number one bestseller,
The Secret to Winning Big, which he co-authored with the
legendary personal development trainer, author, and speaker Brian
Tracy.
In 2012, Charlie Anderson was recognized by The National Academy of Bestselling Authors,
an organization that honors authors from many of the leading independent bestsellers lists.
Charlie’s mission is to help clients achieve their personal and business goals faster and
easier than they ever thought possible.
C H A R L I E I S T H E A U T H O R O F

21.
VALUE PROPOSITION
The Selling Skills INSTITUTE is a Massachusetts company that
specializes in sales education training and personal
development for business owners, executives, entrepreneurs,
as well as inside and outside sales professionals.
For almost two decades, the Selling Skills INSTITUTE'S
proprietary Shift Thinking™ teaching model has helped
transform sales reps and sales teams at hundreds of
companies into top performing sales professionals.
Our teaching method has helped sales teams double the
number of qualified appointment they set, create robust
sales pipelines, improve close ratios by up to 25 percent, and
significantly boost revenue and profits.
S e l l i n g S k i l l s I N S T I T U T E ’ S V a l u e P r o p o s i t i o n
21
SELLING SKILLS
I N S T I T U T E

22.
ASSESS TRAINING OBJECTIVES
22
1. Define key training objectives for your sales team.
 Key strength areas
 Areas that need most improvement
2. Each objective should reflect a specific, measurable,
attainable, relevant, and timely goal.
3. How many hours per month are you willing to commit to
sales training / coaching?

23.
Shift Thinking™
Sales Education Development Guide
Mindset Topics
A different way of thinking about
prospecting and selling
Win the inner game of selling: Thoughts,
feelings, and behavior
How to breakthrough barriers and
become your best self
How to effectively deal with fear and
rejection
Identity and role separation
Shift Thinking principles for success
How to modify negative thinking
Differences between static and growth
thinkers
Clear purpose and strong why
How to reprogram self-limiting thinking
Abundance vs. scarcity thinking
Goal Setting
Begin with the end in mind
From goal setting to execution
SMART Goal setting
High-pay sales activity
Sales plan development
Calendar management
Pre Call Planning Strategies
Prospect research, social media, and
intelligence gathering
Design a compelling value proposition
Profile of ideal clients
Qualifying vs. disqualifying mindset
Document internal sales process
Identify features vs. benefits
Personal brand development
Schedule your day – block time
Effective communication skills
Lead Generation / Pipeline Growth
Strategies to get in front of prospects
Outbound marketing campaigns
Network to expand your business
Asking for referrals and introductions
Telephone Appointment-setting
Opportunity Calling – A bold alternative
to cold calling
Working with gatekeepers & screeners
Block time slots for calling
23

24.
Telephone Appointment-setting
Five stages of an appointment call
Compelling messages and talking points
A well designed call objective
Gain access to decision makers
Appointment-setting call template
Understand and identify trigger points
Handling objections and push backs
Warm up calls – emails & letters
Use voicemail to stand out from the
competition
How to handle unreturned voice mail
messages
Questions that stimulate conversations
Agree on next steps on every call
Breakthrough call reluctance
Face-to-face Selling Model
How to establish rapport and credibility –
The first meeting
Setting the right expectations (agenda)
Identify decision makers, mobilizers &
Influencers - Decision X-ray
Approval criteria (How buying decisions
get made
Buying motives (Pain and pleasure)
Face-to-face Selling Model
Change motive (Why buyer’s change
from status quo?)
Money tolerance – access purchasing
power
Proof step – Solutions that meet buyer’s
needs and wants
Close / next step - Ask for the sale. Then
agree on what happens next
Enablement Tools
Diagnostic interviewing skills (Getting to
the real problem)
Emotional and rational buying motives
Mini commitments lead to sales
The iceberg questioning technique
Strategic conversations that accelerate
success
Presentation skills that close sales
Persuasiveness – How to spur people to
take action
How to handle the early price question
Clarify fuzzy words and phases
Avoid premature presentation syndrome
How to redirect conversations headed in
the wrong direction
Forget Pain … it’s all about the SHIFT
Problem finder vs. problem solver
Shift Thinking™
Sales Education Development Guide
24

25.
Shift Thinking™
Sales Education Development Guide
Enablement Tools
Negotiation skills
Buyer’s journey defined
5-step behavior change process
How to Influence prospects to think
differently and to take action
Key account selling
Attention management vs. time
management
Distinction between value and price
The differences between interested and
interesting
Personality styles come into play
Buyer’s remorse
The sales professional’s playbook
Business acumen for sales professionals
Selling at the executive level
Structuring effective face-to-face sales
meetings
Walk away mindset– Knowing when to
walk away
Questions – Exploring beyond the
obvious
Earn the status of Trusted Advisor
Buyer persona – Insights about buying
behavior
Being a first class “noticer” – Pay
attention to what’s happening
Enablement Tools
How to shorten sales cycles
Focus on high-gain opportunities
It’s time to get beyond the pain
How qualified is qualified?
Crafting your introductory phone
remarks
Diagnosis trumps presentation
Cutting through the smoke and mirrors
Structure for a compelling proposal
Financial conversations – Cost, return,
investment
Set the agenda for the sales call while
soliciting buyer’s intentions
Sound consultative-selling techniques
The difference between leading the
buyer into discovering your product’s
benefits instead of “pitching” them on
benefits
Pipeline Management
How to properly manage a sales pipeline
Be professionally persistent
Follow-up calls are critical
Advance stalled prospects forward
25

26.
SALES EDUCATION CALENDAR
Event Training Curriculum
½ Day Program
9:00am – 12 Noon
Two or three topics with role play
Full Day Program
9:00am – 4:30pm
Four or five topics with role play and team exercises
On-going Training Curriculum
Full day, once a month,
for three months
Four or five topics with role play, team exercises, and
homework assignments
On-going Training Curriculum
Full day, once a month,
for six months
Four or five topics with role play, team exercises, and
homework assignments
On-going Training Curriculum
Full day, once a month,
for 12 months
Four or five topics with role play, team exercises, and
homework assignments
Individual Coaching Curriculum
One hour face-to-face
or via phone coaching.
Duration to be
determined
26

27.
CLASSROOM LEARNING
How much information did the sales rep actually retain from
the training session?
TRANSFER OF LEARNING TO BEHAVIOR
How is the sales rep able to actually apply the learned
knowledge in his or her day-to-day work? Here is where
learning begins to create actual value for the company.
ACTUAL BUSINESS RESULTS
What critical business metrics are showing actual change?
This is where company bottom line metrics are measured and
observed for success / failure.
BOTTOM LINE METRICS
 Inflow of new opportunities into sales pipeline
 Number of new opportunities closed (won – lost)
 Average sales price of won deals
 Average duration of time (typically in days) it takes to win a
deal
METRICS THAT MATTER
27

28.
SELLING SKILLS INSTITUTE
“The Leader In Transforming Sales Performance”
THE SELLING SKILLS INSTITUTE SPECIALIZES IN
ONSITE CORPORATE SALES EDUCATION AND INDIVIDUAL COACHING.
If you’re interested in having your sales team double the number of
qualified appointments they set, improve their close ratio by up to 25
percent, and skyrocket their sales, call us today to learn more about our
unique sales education and individual coaching programs.
Contact the Selling Skills INSTITUTE at 339-927-2746 or visit our
website at sellingskillsinstitute.com