Book Review: You Can’t Teach a Kid to Ride a Bike at a Seminar
Book Review: You Can’t Teach a Kid to Ride a Bike at a Seminar
David Sandler (who created the Sandler Sales Institute) offers great insights for improving your sales presentations. His book begins with his five rules of sales success:
1. Qualify your prospects
2. Extract your prospect’s “pain”
3. Verify that the prospect has money
4. Be sure the prospect is a decision maker
5. Match your service or product to the prospect’s “pain”
Rules #1, #2, and #5 are identical to the rules of effective marketing: identifying your market and their challenges (rule #5 might involve a creative packaging of your products or services for the prospect’s needs). Rule #3, while obvious, shouldn’t be skipped. Rule #4 ensures that you’re not wasting your time talking to the wrong people in an organization.
The book continues with a description of the “Sandler Submarine”, a series of selling steps:
1. Bonding & Rapport. Make the prospect fell more okay than you feel.
2. Up-front Contracts. Create an agreement to see if you have anything to discuss.
3. Pain. Find a prospect’s “hurt” and probe how much pain they are in. Show how your business can eliminate the pain.
4. Budget. Identify their budget, or offer a lower end “entry” solution.
5. Decision. What is your prospect’s decision-making process? When will they be moving forward? How do you get paid? Who will be involved the the decision-making process?
6. Fulfillment. Review your prospect’s contract, pain, budget, and decisions. Ensure that your solution solves the prospect’s pain.
7. Post-Sell. To avoid buyer’s remorse, thank them for the order, bring up a agreed upon compromise, and give them a chance to back out now.
Additionally, he introduces a number of techniques to control the selling conversation, including:
* Reversing (”That’s an interesting question. Why do you ask?”)
* Controlling the Interview (”Can we just back up for a moment?”)
* Stroke-Repeat-Reverse (”I appreciate the fact you’re telling me I’m close, but let me ask you a question”)
* Negative Reverse (”Could you tell me more specifically just how you see my product solving your problem?”)
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Thanks to Bob Annick (707. 343.1722 Business Growth & Development Corporation) for recommending this month’s book.
Book Review You Cant Teach a Kid to Ride a Bike at a Seminar - To learn more about this author, visit Jay Hamilton-Roth's Website.
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Are you having trouble getting people to buy what you are selling? Read this book. Let’s say you already know that to be successful marketing your business you need to identify your audience’s problems and show why you have the best solutions. Isn’t that good enough?
David Sandler (who created the Sandler Sales Institute) offers great insights for improving your sales presentations. His book begins with his five rules of sales success:
1. Qualify your prospects
2. Extract your prospect’s “pain”
3. Verify that the prospect has money
4. Be sure the prospect is a decision maker
5. Match your service or product to the prospect’s “pain”
Rules #1, #2, and #5 are identical to the rules of effective marketing: identifying your market and their challenges (rule #5 might involve a creative packaging of your products or services for the prospect’s needs). Rule #3, while obvious, shouldn’t be skipped. Rule #4 ensures that you’re not wasting your time talking to the wrong people in an organization.
The book continues with a description of the “Sandler Submarine”, a series of selling steps:
1. Bonding & Rapport. Make the prospect fell more okay than you feel.
2. Up-front Contracts. Create an agreement to see if you have anything to discuss.
3. Pain. Find a prospect’s “hurt” and probe how much pain they are in. Show how your business can eliminate the pain.
4. Budget. Identify their budget, or offer a lower end “entry” solution.
5. Decision. What is your prospect’s decision-making process? When will they be moving forward? How do you get paid? Who will be involved the the decision-making process?
6. Fulfillment. Review your prospect’s contract, pain, budget, and decisions. Ensure that your solution solves the prospect’s pain.
7. Post-Sell. To avoid buyer’s remorse, thank them for the order, bring up a agreed upon compromise, and give them a chance to back out now.
Additionally, he introduces a number of techniques to control the selling conversation, including:
* Reversing (”That’s an interesting question. Why do you ask?”)
* Controlling the Interview (”Can we just back up for a moment?”)
* Stroke-Repeat-Reverse (”I appreciate the fact you’re telling me I’m close, but let me ask you a question”)
* Negative Reverse (”Could you tell me more specifically just how you see my product solving your problem?”)
-----
Thanks to Bob Annick (707. 343.1722 Business Growth & Development Corporation) for recommending this month’s book.
Book Review You Cant Teach a Kid to Ride a Bike at a Seminar - To learn more about this author, visit Jay Hamilton-Roth's Website.
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Dianne CramptonDianne Crampton is an executive leadership coach, team culture consultant, author and president of TIGERS Success Series, Inc. Dianne has been helping CEO's and Executives connect their employees to their core values and goals for over 20 years using the trademarked TIGERS team culture process, which stands for trust, interdependence, genuineness, empathy, risk and success. To download a free white paper on behaviors that build strong teams and behaviors that will predictably tear them down go here. Dianne's contribution to the 2010 Pfeiffer Consulting Journal (an imprint of John Wiley and Sons Publishers) entitled TIGERS Hearted Teams is available in November 2009. Her new book TIGERS Among Us: 5 Winning Business Team Cultures And Why, Three Creeks Publishing will release in March 2010. To receive publishing discounts, subscribe to the free TigerTracks Newsletter here. - Visit Dianne Crampton's Website |
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