Putting YOUR SALES STORY to Work

TM

Putting YOUR SALES STORY to Work

Congratulations! As mentioned in this concluding video module, you have already done more work crafting and sharpening YOUR SALES STORY than 99 percent of the people in sales. The effort you put into this course and the various exercises will pay huge dividends as you put YOUR SALES STORY to work.

With the hard part behind you, now it’s time to have fun deploying the compelling talking points from your customer issues/outcomes list and your true differentiators list into your various sales weapons.

This final handout/download contains various examples of sales story talking points deployed into prospecting phone call outlines, voicemails, emails, a positioning statement, and PowerPoint slides. These examples will prime the pump and give you ideas for how you can begin putting YOUR SALES STORY to work right away.

The example texts are color coded:

BLUE text highlights where a Bridge Line was deployed

RED text indicates use of a Customer Issue or Customer Outcome point

GREEN text denotes deployment of a True Differentiator talking point

Thank you, again, for investing in YOUR SALES STORY. We wish great selling, tons of success, and many NEW SALES!

Mike and Team

REMINDER & REQUEST:You (or your company) purchased single-user access to this course for you. This is a friendly reminder that this material, including the examples in this download, are proprietary content, and it is strictly forbidden to post, share, or reproduce this material without the express written permission of Mike Weinberg Sales, LLC.

mikeweinberg.com© 2020 Mike Weinberg

Example A: Live Prospecting Phone Call Outline

[This example is based on the prospecting call framework from New Sales. Simplified. and deploys several customer issue and customer issue talking points combined into two main sections.]

Hi Mike,

This is Joanna Riggs with Allsafe, I head-up our corporate security business in Alberta.

Let me take a minute…

(pause/respond/pivot)

I’ve been hearing from several property managers who are looking to:

Upgrade the tenant and guest check-in experience and also use their premium security offering as a competitive advantage for attracting new tenants…

And we’re helping other managers who are:

Tired of being embarrassed by the image projected by security personnel and are frustrated that their guards constantly turning over.

I’d love to visit with you briefly to learn more about your situation and share how we’re turning corporate security into a positive for property managers.



Example B: Live Prospecting Phone Call Outline

Hi William,

This is Mike Weinberg. Our mutual friend, Bob Sanders at XYZ in Tulsa, suggested that I call you.

Let me take a minute…

(pause/respond/pivot)

I’m helping a lot of [company type] sales leaders who are:

n Frustrated with their sales team sitting on their butts living in reactive mode, or

n Tired of salespeople playing territory “caretaker” and over-serving and babysitting their favorite customers instead of growing market share

And these leaders are looking to me to:

n Create a team of proficient sales hunters who are laser focused on filling the pipeline and closing new business

(pause for a response/proceed)

I’d love to hear your objectives for your sales team, and if you’d like, look at options for how we might help your company win significantly more New Sales.


Example C: Voicemail 1 to Target Prospect

Hi Steve. It’s Kathryn Smith with ProMed Auditing. I haven’t called you before but was hoping to spend one minute with you on the phone.

HR Execs and Plan Administrators have been looking to ProMed to double, and even triple, the number of identified fraudulent claims. I’d love to visit with you and hear how you’re dealing with fraud and share how we are helping companies who are looking to reduce their total healthcare spend.

You can reach me at 314-259-7603. Again, that’s 314-259-7603.

Please give me a call or I’ll try you again.

Thanks Steve. I look forward to speaking with you.


Example D: Voicemail 2 to Target Prospect

Hi Steve, Kathryn Smith with ProMed Auditing getting back with you.

I’d love to connect about recovering money from fraudulent healthcare claims.

HR executives typically look to ProMed Auditing when...

They realize there is an opportunity to recover 2-3x more than what they’re currently experiencing...

...or they feel like there is money left on the table and they sense a responsibility to return it to their company’s healthcare plan.

Could we visit by phone for a few minutes? I would love to share a little more about why some of largest employers trust us to maximize their health insurance fraud recoveries.

My number is 314-259-7603. That’s 314-259-7603. Give me a shout when it is good for you. I’ll also send a quick email. Thanks Steve. I look forward to speaking with you.


Example E: Email to Target Prospect

Hi Mary,

Sue Carpenter encouraged me to connect with you and thought we would both benefit from a conversation. [Sentence here describing what you’ve done for Sue].

I do a lot of purchase business and real estate agents typically come to me when…

n They’ve had it with banks and lenders that don’t take their dates seriously

n They have worked very hard to sell a home and don’t want to worry about loan transactions going poorly

n They need a proactive problem-solver with the experience to get deals done and who understands that smooth transactions create happy buyers which translate into more referrals for the agent

Could we visit for a few minutes over coffee or on the phone? I’d love to learn more about your business and share a little about how I am making realtor’s lives easier.

Thanks Mary. Looking forward to speaking with you.

Mark


Example F: Email to Target Prospect

Hi Sheila,

I lead our University Recruitment Team and was hoping to spend just a couple minutes with you to hear about your talent needs.

ABC Publication helps universities connect with the best talent and many institutions look to us…

n To diversify candidate pools by tapping into 1.2 million unique monthly visitors, more than 20% of whom are minorities, and comply with Department of Labor regulations regarding the use of online advertising

n Provide a terrific candidate experience that strengthens their institution’s brand

n Attract quality candidates for faculty and administrative positions that they’re not reaching elsewhere

If any of these resonate with you, let’s have a brief phone conversation. I’d love to learn more about your situation and share how we reach candidates job boards don’t by highlighting your job postings to passive job seekers and including related jobs on every article page – a unique capability of ABC Publication ’s free content model.

You can reply to this email or call my direct line (415) 354-5514. If I don’t hear back I’ll try you again so we can find a time that works for you.

Best,Sally Hansen


Example G: Email to Target Prospect

Hi Sheila,

We are hearing from several universities that they’re ready to jettison expensive and ineffective print advertising from their recruiting strategy. Not sure if you’re there yet, but I’d love to visit with you for a few minutes to hear more about what you’re doing for recruiting and share how ABC Publication is currently helping schools…

n Gain exposure to 1.2 million monthly readers

n Save money and time with effortless automated job postings

n Work with a recruitment advertising team that cares about each client’s success – and answers the phone when they call

n Save money and time with effortless automated job postings

I’ll call you shortly to share why our readership is growing at a time when print circulation is dropping steadily and see if we might be a fit to help you.

Looking forward to a quick conversation,Sally


Example H: Positioning Statement in Early Phase of Sales Call

Mike advocates using a statement like the one below relatively early in the sales call – after sharing your agenda and getting the customer’s input and buy-in and prior to the discovery phase. Deploying your story at this stage of the meeting builds credibility, positions you perfectly in the prospect’s mind (as an expert, problem-solver, value creator who helps people/companies like them/theirs), and warms them up for your probing questions. You’ll notice this is not a “presentation” and there is no pitching of products or programs. “Presenting” would follow discovery. This is simply a positioning statement prior to probing that accomplishes exactly what we want it to.

Manufacturers turn to my company when…

n They’re frustrated that dealer sales personnel often act like territory caretakers and account babysitters instead of business developers

n Seeking to increase both market share and gross margin

n They know they’re missing out on too many opportunities, and when sales reps are involved in a deal, they are often late to the game, not perceived as value creators, and end up leading with price and getting commoditized

Often, they’ll bring me in to help dealer principals and sales leaders …

n Increase sales management effectiveness and accountability without demotivating the sales team

n Equip the sales force with fresh selling skills and help to create a team of proactive and proficient sales hunters

Our approach for keynote talks, live workshops, and online training is different:

n Extensive experience tackling sales and sales management challenges for many of the largest and most respected manufacturers in the US and their dealer channels

n We understand the unique manufacturer-dealer dynamic and are very comfortable being engaged directly by either manufacturers or independent dealers although one often leads to the other

n No one is more passionate or takes their work more personally than I do. Driven to help sales teams Win More NEW SALES, I act like my own livelihood depends on my clients’ success!

TM

Example I: PowerPoint Slides

At times, it can be highly effective to fill one PowerPoint slide with client issue and client outcome talking points you feel are highly relevant for that particular customer or prospect. You simply deploy the bridge line at the top and follow it with bulleted points listing the issues you help clients address and the outcomes your solution achieves.

Alternatively, it can be very powerful to spread out talking points across a handful of slides. The example that follows does exactly that using Allsafe Security’s issues addressed and outcomes desired points from their story. Note the compelling use of stock images to drive home the point on each slide.




Documents

Putting YOUR SALES STORY to Work