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11April 12, 2011
Selling in the New Economy
Presented byJonathan Dick
Jon Dick Consulting
22April 12, 2001 2
PRESENTER BIOGRAPHY
Jonathan Dick has been a speaker, consultant and strategist for Fortune 500 and private companies for the past 23 years. His practice specializes in working with corporate identity issues and their corresponding applications for sales force development, long-term cultural change and sustenance, staff development and change management. Mr. Dick helps build new sales cultures that are both sustainable and profitable.
33April 12, 2011 3
Selling in the New Economy
• Know More
• Work the Numbers
• Offer Solutions
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Selling in the New Economy
KNOW MORE
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Know Your Market
• Top 120: In order of revenue size, list top 120 contractors in your area that you would like to work with
• Know their job sizes and company demographics
• Goal: Know at least 3 people per company
Owner, CFO, and project manager• Tip: Join a membership committee on ABC,
CFMA to gain access
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Know The Market
• Contact Goal: Ten new meetings per week
• Association meetings - meet six new people
• Tip: Know who will be at industry meetings and plan ahead
Know one thing about the company that you can use as a conversation starter
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Know the informal market
• The grapevine: Who knows who? The best source for market info is the market
You have to monitor market information and leverage the information for your practice
• Tip: Use CDC news and other market sources to “trade-up” information. Prospects will know you that know
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Know More
• In order to replace an incumbent you need to demonstrate that you can get the client to where they want to go better than their current producer
• Therefore - you need to know where they want to go
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Know More
• Corporate Narrative
• Personal Narrative
• Financial Narrative
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Know Your Competitors
• List every competitor in your area• Write down strengths and weaknesses of
each• Ask people in the market what they like
and dislike about current surety• Ask potential clients who they respect and
why• Tip: Strengths and weaknesses could be a
rapport builderApril 12, 2011 10
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Know the Sureties
• List all sureties. Know at least 3 people from each … branch and home office people
• Know each surety’s appetite• Know how sureties choose agents• What differentiates who they trust and who
they do not?• Tip: Meet at least one surety per week
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Selling in the New Economy
WORK THE NUMBERS
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The Numbers
• Graham One Call System - History• 15-3-1• Contacts – to – Appointments – to - Sales• Requires calling the “right person”. DM in
correct demographic• Requires saying the “right thing”- using a
memorized script• Handling three objections
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The Process
• Target list identified• Script memorized with objections• Calls made with contact goals (number of
calls directly tied to how much revenue you need to generate)
• Contact Management System - Act, Goldmine
• Appointment 1: Whole-to-part survey• Appointment 2: Recommendations with
timetable for implementationApril 12, 2011 14
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The Process
• Sales is a process that leads to events• A process which can be taught and learned• A process which is predictable, i.e. has
predictable results• Not the only way to increase business but the
most efficient cost/time wise• A selling organization creates market
opportunities. It does not just respond to them• Your value-proposition (your identity) must
decrease costs or increase revenue• Talk the RESULT of what you do, not what you
do
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The Process
• Work the numbers: 15-3-1• Ex.) 3603-671-202-52-29, = approx. 100k
firm revenue• Dials reaches first appt. second appt.
closes• Fill the funnel - then keep it filled• Activity is your only responsibility• Activity equals appointments
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Selling in the New Economy
OFFER SOLUTIONS
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Offer Solutions
• Remember: You are trying to replace an incumbent
• You need to demonstrate your worthiness• In order to offer solutions, you need to know
what they need• To know what they need means you need to
understand where they have been, where they are, and where they are going
• Every solution you offer is a deposit you can withdraw
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Offer Solutions
• Better bond program• Sales leads - a new contact• A new office manager• The harder an account is to get into, the
more acute the information needs to be
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Offer Solutions
• Top 120: Acute information - relevant to them and their goals
• Middle 120: Solutions - can be partly systemized - a bid bond calendar
• Bottom 120: Introductions
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Selling in the New Economy
YOUR QUESTIONS?
If you do not have the opportunity to have your question addressed during the Seminar, you may contact the presenter directly:Jon Dick Consulting 240-505-4058
