Escr055 Stop Wasting Sales Time

Steve HayesCEDIA EXPO

September 16, 2006Denver, CO

Stop Wasting Sales Time

Electronic Systems Customer Relations


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Agenda

General Rules Introductions Course Learning Objectives Content Summary Review Evaluations


General Rules

Please turn off Cell phones Please complete course evaluations at the end

of the class Course Code is: ESCR055 CEU’s earned = 1.5

Ask questions, challenge notions


Introductions

Instructor Steve Hayes Steven-Hayes.com 2006 – simply an instructor and trying to enjoy the

show Member since 1988 Volunteer since 1990 Instructor, speaker, keynote presenter, board of

Directors member, CEDIA President 1999-2001


Course Objectives

• Participants will become knowledgeable regarding the traditional sales process

• Participants will learn an alternative sales process for their organization to implement

• Both instructor and participants will learn more about the practical application of the outlined sales process.


Content IS and IS NOT

IS A System to think about

your sales/design process

Practically applicable A bit scary to implement Manageable within your

company What your clients want

IS NOT Your typical Sales

Training Easy to implement Motivational in nature What your salespeople

necessarily want right now


The Common Process

• Prospects will follow their own process if you don’t manage them through one of your own.

• All clients lie, all of the time• They steal your information• They lie again• They disappear


A New Process Results in:

No Spilled Candy (Free Consulting)

Qualification of Suspects, Prospects and Clients

Predictable outcomes, No Mutual Mystification

Decisions being made in a timely fashion

Less wasted time, more time for prospecting


A New Process

No Spilled Candy• Free proposals• On-site info dump• Engineering time unpaid• Price shopping list• Lost “business” that you should have “won”• Other spillages?


A New Process Qualifying

• Suspects• Simply a name and access point

• Prospects• Someone with whom you have a clear future

• Customer• One time purchasing exchange

• Clients• Someone who will pay you multiple times

• Advocate


A New Process

Predictable Outcomes• What will happen now (UFC)• Bringing the Future into the present• No Mutual Mystification• No movement without commitment• Decisions being made at the end of each

interaction• Clear next steps


A New Process

Decisions Being Made• Up Front Contracting

• Holding to the commitment to decide something

• It’s all you baby


A New ProcessLess Wasted Time

• Sales People• Only pay your sales people to find new

suspects, prospects and clients• Engineers

• Only pay your engineers to design systems you are being paid to design

• Clients• Don’t waste their time


The Sales Submarine

Bonding and

Rapport

Up Front

Contract

PainBudget

Decision

Fulfillment

Post Sell

•Bonding and Rapport

•Communicate in their style

•“Match” your prospect


The Sales Submarine

Bonding and

Rapport

Up Front

Contract

PainBudget

Decision

Fulfillment

Post Sell

•Up Front Contract

•Establish agenda

•Establish an ending point

•Gain commitment to reach the ending point


The Sales Submarine

Bonding and

Rapport

Up Front

Contract

PainBudget

Decision

Fulfillment

Post Sell

•Pain

•Identify what “pain” they have

•Use the Pain Funnel

•Quantify the pain


The Sales Submarine

Bonding and

Rapport

Up Front

Contract

PainBudget

Decision

Fulfillment

Post Sell

•Budget

•Bring quantified pain forward

•Talk about it directly

•Get commitment for the $


The Sales Submarine

Bonding and

Rapport

Up Front

Contract

PainBudget

Decision

Fulfillment

Post Sell

•Decision Making

•How will they make a decision

•Who needs to be involved

•Timing of decision


The Sales Submarine

Bonding and

Rapport

Up Front

Contract

PainBudget

Decision

Fulfillment

Post Sell

•Fulfillment

•Remind them of their pain

•Give them EXACTLY what they asked for

•Ask for the order


The Sales Submarine

Bonding and

Rapport

Up Front

Contract

PainBudget

Decision

Fulfillment

Post Sell

•Post Sell

•Push the check back across the desk

•Defuse bombs

•Prepare them for remorse


Contracts to Move Forward

Yes and No80% ProposalsDesign Contracts

2% = proposal 6% = proposal plus some documentation 9% = engaged as Design/Build firm


Why It Doesn’t Happen

Management Doesn’t Have the Courage (Process)

Salespeople Don’t Have the Separation (I/R)


Questions

What questions do you have?


Conclusion

• People will follow their own process if you don’t lead them.

• Their process is painful and gets us no where.

• Creating a standard sales process with proper checks and balances for your own company is critical if you want your folks to stop wasting so much of their time.


Evaluations

Please take time to complete the evaluation forms for this course, ESCR055.

CEDIA wants to thank you for your feedback. This input is a valuable tool that enables us to meet our members’ needs and to make improvements to our courses and products.

CEDIA values your input!

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Escr055 Stop Wasting Sales Time