A 3-part Strategy To Increasing Sales Production

1. (I)nfluence (C)onversion (E)ngagement
– A 3-part strategy to increasing sales production
Cory Mosley
Principal
Mosley Automotive Training
Pages: 24

2. influence |ˈ oəns|
inflo͝
noun
the capacity to have an effect on the
character, development, or behavior of
someone or something, or the effect itself

3. MARKETING DOESN’T MATTER
IF YOU CAN’T CONVERT THE
PROSPECT TO A SALE

4. THE CORE OF INFLUENCE
• UNWAVERING BELIEF IN YOUR COMPANY

5. THE CORE OF INFLUENCE
• UNWAVERING BELIEF IN YOUR PRODUCT

6. THE CORE OF INFLUENCE
• UNWAVERING BELIEF IN YOURSELF

7. THE CORE OF INFLUENCE
• BELIEF THAT YOU CAN DIFFERENTIATE AND
NOT JUST BE COMPARABLE TO YOUR
COMPETITION

8. THE CORE OF INFLUENCE
• MUST BELIEVE THE CUSTOMER
• IS BETTER OFF HAVING PURCHASED FROM YOU

9. STAND OUT

10. STAND OUT
• TRUTH LEADS TO TRUST

11. STAND OUT
• DON’T QUALIFY, ENGAGE

12. • EMPATHY TRUMPS RAPPORT
STAND OUT

13. WHAT HINDERS EFFECTIVE ENGAGEMENT?
FAILURE TO BE PRESENT
SELECTIVE HEARING
USING TENSION AS A TOOL
OVER FAMILIARITY
EXPLAINING FAILURE

14. WHAT MY GRANDFATHER TAUGHT ME ABOUT
CONTROL

15. INFLUENCE IS:
• ORGANIC EMPATHY
• AUTHENTICITY
• IT’S NOT ABOUT YOU OR YOUR PROCESS

16. INCREASE CONVERSION NOW
• REINFORCE BENEFITS
• VALIDATE INTERESTS

17. DON’T BE A HUNTER

18. • HUNTERS ONLY THINK ABOUT THE SALE
– WHICH CREATES SALES RESISTANCE

19. INFLUENCE IMPACT ON OBJECTIONS
• MAKES THE UNDESIRABLE, DESIRABLE
• OVERCOME RELUCTANCE AND RESISTENCE

20. Conversational vs. Confrontational
“HERE’S ANOTHER WAY TO LOOK AT IT”

21. INFLUENCE PYRAMID
LIKE
BELIEVE
CONFIDENCE
TRUST

22. THE HEAD IS ATTACHED TO THE PRICE

23. THE HEART IS ATTACHED TO THE WALLET

24. TESTIMONIALS & INFLUENCE

25. SUCCESSFUL INFLUENCE CREATES THE SALE
EMOTIONALLY
SO THE PROSPECT CAN THEN JUSTIFY IT
LOGICALLY

27. WHAT DO THEY THINK ABOUT
WHAT YOU SAY?
HOW DO THEY FEEL ABOUT
WHAT YOU SAY?

28. INFLUENCE IS NOT CLOSING
IT’S HELPING THEM BUY
YOUR WORDS AND DEEDS
AND THEIR THOUGHTS AND PERCEPTIONS
DRIVE CONVERSION AND THE SALE
IT’S NOT A RESPONSIBILITY TO SELL
BUT TO PROVE VALUE & DIFFERENTIATION
- AND EARN THE SALE

30. YOUR ACTION PLAN
• DOCUMENT YOUR APPROACH
• EXAMINE POINTS OF CONVERSATION
• RE-EVALUATE
• CUSTOMER FOCUS VS DEALER FOCUS

31. THANK YOU