If you sell the technical stuff of what you do this parable will make you cry.
Wally Webdesigner got a rare call. "We've seen your web site, we like what we've seen and want you to propose for our new website" said Lionel Lyre, a scarce prospective customer. Times were tough and this couldn't have come at a better time. Wally was desperate, the bank balance thin. "Great" he said, "When shall I come over to take the brief?" They agreed that Wally would visit next Wednesday, and they had an hour, Lionel held the budget and said he was "looking forward to meeting you"
The big day arrived, Wally had done his research on the company, reviewed their old website and saw a number of areas that he could help. On arrival, Lionel said "Hi Wally, I'm sorry but something has come up. I know we were going to meet for an hour, but we've only got 30 minutes now." Wally says "No problem, let's get down to business". Wally agrees. Lionel is very friendly and says "Show me what you've got" and Wally starts to give away his knowledge and ideas. Lionel takes notes, plenty of notes. After 40 minutes (Wally is pleased he got some "extra time"), Lionel tells Wally "That was one of the best presentations I've ever seen. How much will that be?" Wally stammers, "4 thousand give or take a couple of hundred". Lionnel flinches. Wally says "Well I could probably do it for three and a half". Lionel sighs, "That's still too expensive". "Wally offers to do the project for 3 thousand". Lionel asks Wally to send him a proposal "But I need it by Friday" he adds.
Wally leaves excited thinking he has a prospect and sets to work on documenting his ideas. He shelves some client work, gives up his evenings and doesn't get to put his two children to sleep for the rest of the week flushed with the rush of success.
He gets the proposal done by Friday morning (a bit of a masterpiece in Wally's opinion), bikes the proposal over and calls Lionel to let him know its coming. Lionel's PA, Gertrude Gatekeeper says "He's in a meeting. Thanks for letting him know. I'll pass on your message, Have a good weekend." Wally leaves it a few days and calls on Wednesday. Voice mail. He tries again on Friday. Voice mail. The weekend is a bit of a damp squib as a result. He calls Monday, Gertie says he's in a meeting but says she knows "Lionel was impressed by your ideas". Wally is back up to cloud 9, well nearer cloud 8 but he feels better.
Another week goes by, 2 weeks, 3 weeks. Wally decides to have another stab at Lionel so he does his research. He looks at Lionel's web site and to his shock and amazement 14 of his ideas have been incorporated into the new look and feel website for Lyre, Lyre Pants on Fire & Co Ltd. His ideas! Delivered by his main competitor, Stan Smiley of Smiley, Slimey & Slick. Wally's ideas. Given freely. Wally's valuable ideas, stolen.
Downcast, Wally feels winded and betrayed. He struggles on for a few days, he's short tempered with his wife and kids, each time the phone rings he panics in case it's the bank. Then the phone rings, he screens the call; it's Finn Fibber, the Marketing Director of Black Hole Ltd wanting to discuss their web site. A little too eagerly he picks up and makes his excuses "I was on my mobile finishing off a call, what can I do for you?". "Wally come in and let's discuss some of your ideas for our web site". Wally is back in the saddle, he's happy again, life is looking up.
1. When did Wally first give control to Lionel?
2. When did he start down "Wimp Junction"? What simple thing should he have done to avoid it?
3. What simple thing should he have done at the first meeting?
4. Who should do 70% of the talking you or the prospect? What did Wally do in that first meeting?
5. How much information did Wally leave with from his meeting with Lionel?
6. How could Wally have known Lionel was lying, that he was being squeezed for free consulting?
7. How could he have predicted this outcome?
8. Why should his alarm bells have rung when Lionel said "I'm looking forward to meeting you"?
9. Should Wally have refused to make a presentation at that first meeting?
10. What did Wally fail to do at the start of the meeting to ensure he was treated as Lionel's equal?
11. What did Wally fail to do at the start of the meeting to ensure he got a clear "yes" or "no" decision? Why didn't he he know Lionel intended for him to "hurry up and wait"? You hurry and I make you wait!
12. What did Wally fail to do at the end of his initial phone call of the meeting to ensure was treated fairly?
13. How could he have easily avoided the voicemail jail trap?
14. How could he have straightened Lionel's backbone?
15. What do the words "he was very impressed" really mean?
16. How could he have controlled the competitive landscape substantially better?
17. Why was he desperate in the first place?
18. What could he have done to protect his knowledge?
19. What are weekends for?
Wally works too hard, finds selling tough, hates to cold call and struggles to forecast, let alone close business. Does Wally's story feel familiar to you?
(c) Sandler Sales Institute, 2006
Happy selling!
Marcus Cauchi
Managing Director
S.A.L.T. (Europe) Ltd
The Experts in Lead Generation, Conversion & Retention
Sandler Sales Institute, 180◦ From Traditional Sales Training©
Sandler Sales Institute® - Licensed Franchisee
Guerrilla Marketing® - Licensed Master Practitioners
Mob +44 (0) 7876 616 983
Tel 0845 458 1237 (UK Only)
http://London1.Sandler.com
Sales Training London A Geek Tragedy Is This You in the Sale - To learn more about this author, visit Marcus Cauchi's Website.
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Leanne Hoagland Smith
Are you or your business where you want to be? Are you facing constant struggles in business or life in general? Would you like to "unlock" those obstacles keeping you from greater business or personal success? As your results partner, we can work together to unlock those desired results by achieving tomorrow's solutions today. Let’s use your strengths for real change through proven and affordable solutions where the real problems are identified. Are you seeking loyal customers, great attitudes, increased sales, improved profitability or just some sleep filled nights? Then we should talk because my clients have experienced exactly those types of results. Learn more about customer loyalty at http://www.processspec ialist.com/customer-loyalty.htm Give me a call 219.759.5601 for a free strategy session. I look forward to speaking with you. P.S. If you are seeking a motivational speaker, sales trainer or small business expert that will leave your audience smiling and remembering, please feel free to contact me at 219.759.5601. - Visit Leanne Hoagland Smith's Website |
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Marcus Cauchi
(Visit Marcus's Website)
Marcus Cauchi is London's first licensed
Sandler sales trainer. 19 years in direct
sales, he's sold physical products,
services and intangibles with varied
success. Over 16 years he left behind over
£56 million in deals he could have won,
but did because he didn't know any
better. He thought you had to qualify for
needs, present the benefits of your
solution, trial close, follow up with a
proposal or further information and the
close. He learned the hard way that when
you "pitch" a prospect lies to protect
himself. When you present and answer his
questions, he'll steal your ideas. When
you close, he'll mislead you or defer to
a higher authority (boss, wife, CFO) and
then when he's got you to document in
writing (proposals) and give away your
confidential pricing, he'll shop that
around your competitors to get the best
deal. When you follow up for a decision,
he'll give you unlimited access to his
voicemail and hide. Marcus teaches
counter intuitive selling. Average clients
increase revenues by 100-1100% in a year.
He's probably not for you though as it's
difficult and expensive.
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