1.
DIG DEEPER, &
WIN NEW ACCOUNTS

2.
Executives are asking questions
Can we get away with
Where can we scale back
spending less than
on spending?
budgeted?
Can we make-do with what Can we use internal
we have? resources?
If we make a change, will it Can we use lower cost
bring us revenue/ cost alternatives even if we
saving quickly? sacrifice quality?

3.
Know why you are unique!
Your customers don‟t need another company
capabilities presentation or credentials
dump. They‟ve heard the same thing a thousand
times.

4.
Group Exercise
 When speaking with
clients, people in
your industry:
ALWAYS NEVER

5.
Just like everyone else?
 Now that you have your list of what people
ALWAYS do when speaking with customers –
make sure you never do those things again.
 You will instantly differentiate yourself from the
competition.
 Look to at the NEVER column for inspiration on
ways to differentiate your company.

6.
How can you connect?
Uncover „hot buttons‟ that are holding the
company back and preventing them from
accomplishing their business, financial and
personal goals.

7.
Create a Vision!
 Show them what they‟ll be able to do differently.
 How they‟ll be able to solve those pains and
problems that are holding them back and
slowing them down.
 Identify why you are uniquely qualified
compared with competition.

8.
What does it MEAN to me?
Identify what your solution means to your clients. By using your tools, they
will be able to... [insert relevant goal].

9.
IS, DOES, MEANS

10.
Group Exercise
Write down what is:
 Unique to you
 Important to clients

11.
Emotion
 It is easy to forget that buyers make decisions
based on emotion and justify it with facts.
 Your message needs to wake up the emotion
around your buyers needs, pains or desires on a
personal and emotional level.

12.
Emotion leads to Urgency
 Powerful messaging is the ability to connect to
your buyer with emotion.
 Emotion leads to urgency
and urgency creates
a fast track to action.

13.
Contrast + Emotion = Action
 How do to accelerate your buyers emotional
sense of urgency?
 Use contrast. Contrast is the fuel that will ignite
emotion into action.

14.
Dig into their pain
 Your challenge in your selling effort is to search
for an emotional connection that will move your
buyer.
 So, where does the search begin? Look at your
selling effort from your customer‟s perspective.

15.
Uncover your client‟s challenges
 What are they struggling with?
 What needs to change?
 What are the pressures that they face every
day?
 What frustrations do they express?
 What personal goals are they not achieving?

16.
Use the heart to move the mind
 Once you have found that specific pain, need or
desire, craft a presentation that clearly contrasts
the frustration they face today with what life
could be like with your solution.

17.
Use EMOTION
 The emotions you stir will connect.
 The contrast will create urgency.
 And decisions will be made a much faster rate.

18.
Create demand with Implication
Could that
lead to
increased
costs?
Will it slow What effect
down your does that
proposed have on
expansion? output?
PROBLEM
Does that
Might that
have any
lower
effect on
morale?
safety?

19.
What‟s on their mind...
• Revenue, Market Share, Competition, Market
CEO Conditions, Margins, Growth, Losing
Customers, Turnover, Brand, Operating Costs
• Customer Retention, Turnover, Productivity, Company
COO Structure, Hiring/Firing Process, Service Levels, New Hire
Ramp-up, Revenue, Culture
• Revenue, Competition, Find Top Performers, Lengthy Sales
VP Sales Cycle, Compensation, Ramp-up Hires, Cost of Sales, Marketing
Efforts, Hiring/Firing, Sales Volume
VP HR • Hiring/Firing, Culture, Compliance, Turnover, Cost
Reduction, Employee Costs, Inefficiencies
• Budget, Revenue, Cost
CFO Reduction/Containment, Inefficiencies, Compensation/Labour
Costs, Opportunity Cost

20.
Excellent sellers will...
Link
Ask Build an solutions
Strategic urgency to desired
Questions to change outcomes
Create Demand
Demand action
from the
clients in
the sales
cycle

21.
Average Investigating Skills
Data Gathering
questions about
facts and data
Explore
problems, difficulties
and dissatisfaction in
the areas where the
seller‟s product can
help.
Pitch too early...
Objections, Price Concerns, Delayed
Decision, Poor Forecasts.

22.
Excellent Investigating Skills
Data
Gathering
questions
about facts Explore
and data problems, difficulties
and dissatisfaction in
the areas where the
Take a customer seller‟s product can
Problem and help.
explore its effects
or consequences
Encourage the buyer
to focus on the
solutions and to
describe the benefits
that the solution would
bring
URGENCY TO CHANGE = EXPLICIT
NEED

23.
Implication questions magnify...
TOO
BIG
to IGNORE
PROBLEM

24.
Need Payoff – buyer action
I‟m not sure, we
How much might want to decrease
that potentially costs by at least
You will save you?
decrease costs 15%.
by 15% with our
solution.
Oh.
Buyer
Excellent
Buyer Seller
Average
Seller

25.
Sell to EXPLICIT Needs
“...it‟s a bit of a problem but it “...our daily operating cost is just too
hasn‟t really had much effect on high. We need to do something
our operations efficiency”. immediately to bring these costs
under control”.
Implied Need Explicit Need

26.
Demand Action/Commitment
“...that was great. I‟ll schedule
“...that was great. Would a time when you and I can
you send me an email meet with our VP Operations.
reviewing what we
covered today?” What dates are open on your
calendar?”
Average Sellers get Excellent Sellers
trapped in the require action; they
continuation game don‟t accept buyer
complacency

27.
Sell Value
Average Seller Excellent Seller
• Pitch Product • Create Value
• Walking Brochure • Unrecognized
Problem
• Unanticipated
Solution
• Unforseen
Opportunity
• Broker of
Capabilities

28.
Recap
Average Seller Excellent Seller
• Ask basic questions • Ask strategic questions
• Pitch to existing needs • Create demand
• Buyers mostly in • Build an urgency to
“evaluation of options” change
• Accept buyer • Demand action from
complacency client in sales cycle
• Link solutions to • Link solutions to
problem too early desired outcomes
• Wing it • Plan strategically
• Discounts to handle • Create value
objections