Just because we love something doesn't mean it needs to happen all the time. There's a difference between passion and work-vomit. Many do a great job of answering the wrong questions when speaking with prospects and potential clients.

1. Are You Doing a Great Job of Answering
the Wrong Question?
Peter Winick

2. Do You…
• Love talking about your work?
• Over-share the power of what you
do and why your prospects need it?
• Quote research, case studies and
great examples of results?

3. Keep in Mind…
• Spending too much time
discussing the validity of the work
is actually counterproductive
• Be respectful and courteous and
answer any all of the questions
• Help them ask better questions

4. B2B Sale
The Buyer
• Needs to understand the
potential impact your work
can have on their business
The Seller
• Help the client frame those
type of questions and then
thoroughly answer them
Success

5. Behavior Change
a sustainable change
in behavior, a mindset or
develops specific skills.
=
Clients are actually paying for
the results, not the tools.

6. Desired Impact
=

7. Make It Easy for the Client
Help them ask ROI questions (and obviously have a
well thought out answer to them). It makes your
job and the client's job easier.

8. Move the conversation from the Features of your
content to the actual Benefits…
Features vs. Benefits Selling
…is not an easy task and takes a
bit of practice to master, but it is
worth the effort.

9. As a result of deploying X (the program, coaching, e-
learning, etc.) we will (describe the change in behavior or
skill set being developed), which will impact your business as
follows (i.e. shorten the sales cycle, increase employee
engagement, break down silos, etc).
While the example is over simplified,
the format is a solid way to do
a great job answering the right
question regardless of whether
it was asked or not.
Your Script

10. About Peter Winick
Peter Winick has over twenty years of
experience working with a variety of
thought leaders, authors and gurus to
help monetize their content through
books, keynote speaking, consulting,
and the creation of training services,
products and assessment tools. From
the strategic stage to the creation of
sales and marketing solutions, he helps
companies use thought leadership as a
strategic marketing tool that drives
business results. Visit
www.thoughtleadershipleverage.com
for more info.