Template 3 - Conducting Sales [email protected]|!|18800820880913!!!!! Template 3 – The Swiss Cheese Method of Selling !!!! • "Tell!me!about!your!X

[email protected] | www.revenuebreakthrough.com | 1-‐800-‐208-‐0913

Module 1: Foundations - Template 3 – Conducting Initial Sessions 1. Foundations to Attract Your First (or Next) 10 Clients (templates 1-5)

How to conduct an initial session/meeting to gain a new client

see swiss cheese method (template 3)

A clear signature system for each niche

See signature system exercise (template 5)

The program that you are offering and the price

See basic program offerings (template 4) See advanced program offerings (discussed later)

At least 1 "branded" initial meeting or session name for each niche

See 3 clients in 30 days (template 2)

Know the number of ASKS you need to attract your next 3 clients

See 3 clients in 30 days (template 2)

1 Clear Pitch for each niche that you are dating

See 3 clients in 30 days (template 2) See niche dating exercise (template 1)

1-‐3 Clear Niches That You are Dating

See niche dating exercise (template 1)


2. Getting Clear on Your Niche (template 1)

Do the "Type of Person Exercise"

Do the "Niche Dating Exercise"

Pick 1-‐3 Niches to Date

Create Pitches for Each Group

Try a different pitch at each event you visit and see people's reactions

Get clients. It's ok if they are in

different niches.

See which clients you like working

with best.

Narrow down your expertise over

time.

When you are ready, re-‐brand your website and

materials to focus on the one or two groups that you have chosen. In the beginning it is OK to stay with a general or

outdated website.


3. The Business Machine – 4 Numbers You Must Track (template 2)

Marketing

• Connecting with people so that you can ASK for a session • Number 1: ASKS per week • How often are you going out to meet people?

Sales Part One

• Convert those ASKS to initial sessions or meetings • Number 2: Initial sessions or Meetings per week • Is your asking interesting enough to attract clients to have a meeting with you?

Sales Part Two

• Convert lead to client • Number 3: What is your conversion rate (converted/total)? • Are you converting successfully?

Clients

• Keeping clients loyal, happy and with you a long time. • Number 4: How many clients upgrade or sell on to more work with you? • Are you providing the services your clients want and are they getting results?


4. Get Clear on Your Packages, Offers and Prices (template 4)

5. Creating Your Signature System or Process (template 5)

1. Package your services as programs

2. Include intensive work + regular sessions + bonuses

3. Clarify and work towards the top 3 results

4. Make your programs clear and easy to follow

5. Price by value not by hours

6. Keep raising your prices

Write Out 30 Results Your Clients Get

From Working With You.

Pick Your Top 3-‐5 Results

Step Through Your Signature System Using the Signature System Exercise and some Notecards -‐ This is best to do with a Partner.

Name Each Step, Re-‐arrange, Add an

Acronym if You Like


Template 3 – The Swiss Cheese Method of Selling

• "Tell me about your X (business, health, life)" • Fill in blanks with probing questions: What kind of marketing are you doing now? When was the last time you lost weight?

Determine Current State

• "What would your ideal body look like?" Why? • "What would your body look like if we could wave a magic wand over the next six months?" Why? • "What do you want your business to look like 12 months from now?" Why?

Identify Their Goals and Why? -‐ Uncover the Holes

• "What are the challenges that are getting in your way?"

Identifying What Is Keeping the Holes from Being Filled (and how you could help gill them)

• Pick one area to give them a piece of advice about. Fill One Hole

• "I have some programs that would be perfectly suited to you. Would you like to hear about them?" Introduce Programs

• "The investment in my programs is X" Make the Offer

• Take them through the swiss cheese model again with each objection. Handle Objections


Mindset and Money Piece – Finding Your Ideal Clients Myth: If you build it they will come. Truth: If you build the right marketing structures – you’ll find and attract your ideal clients.

Your Ideal Client

Where does she eat?

Where does she shop?

Where does she exerise?

Where does she work?

Where does she live?

Where does she

socialize?

Where does she get beauty

treatments?

Where does she take time-‐out?

Where does she

vacation?

Where does she take care of her health?


An Example:

Busy Corporate Professional Woman

Eats at The Pump and Energy Kitchen

-‐trying to be healthy -‐ put glyers out there and do an

event Shops at Ellen Fisher, The Gap and Banana Republic -‐ events at those

stores

Exercises at Equinox and

Chelsea Piers and Yoga -‐go to classes and introduce

myself to teacher and class

Works corporate -‐ do lunch and learns and health fairs

Lives in big cities

Socializes at Bars and in Theaters -‐ do movie nights for

my clients

Beauty treatments at high end salons -‐ Botox and Detox

night out

Relaxes at parties with friends talk at

book clubs

Vacations at spas -‐ do events at spas

Health -‐ partner with doctors and other holistic professionals


The Swiss Cheese Method of Selling

Treat Every Potential Client Like a Piece of Swiss Cheese – Assess Current State, Uncover the Holes, Choose One to Fill, Fill It, Then let them Know How You can Fill the Rest of the Holes Together in the Program

1. Uncover the Holes: a. Intro: Get to know the client and break the ice.

i. State Purpose: We are here for the next 45 minutes to discuss your X. We’ll discuss where you are, where you are going, what’s getting in your way. Then we’ll also see if there is a good fit for working together and what program would be a good fit.

ii. “Tell me a little about your X (health, business, life,

relationships,etc).”

b. Current Situation and Clear Vision for the Future: i. Clarify the current situation

1. “So how much revenue are you bringing in currently?” 2. “So are you still having those health issues?”

ii. Clarify Vision for the Future

1. What would you like your business (body, relationships, life) to be like in 12 months?

2. What is your ideal X? 3. What would you like to change about X


2. Determine What is Keeping them From Filling Those Holes (and get clues on how you can help fill them)

a. Challenges: Figure out what is getting in their way from achieving these results.

i. “What is standing in the way or stopping you from achieving these results?” or “What are the challenges in your business right now?”

3. Fill One Hole:

a. Limited Coaching/Inspiration/Guidance: Give them a taste of how they could get around some of the challenges. I pick one area here that I can really help them with. Be careful to watch your time here. Don’t solve everything.

i. “So I’m hearing that you are having trouble with cravings. From what I can see you aren’t eating any protein in the morning. Perhaps you could try adding that in.” or “So you told me that you overate this morning. What happened last night?”

b. Value the results: What is a perceived tangible value of achieving these results?

i. “Hypothetically, if we were to work together and we achieve everything that we’ve outlined here, what would that be worth to you?” You are asking the real worth and also the emotional life worth.

4. Go Over Your Program: Permission to Go Over Programs

a. “Would you like to hear more about my programs?” b. Program Description:

i. Go into the benefits that relate directly to the results they asked for. Always start with your most expensive program and then go down from there. Never offer more than 2 options.

c. Program Cost: i. “Your investment Is X. Should we go ahead and register/enroll you?”

ii. Enroll them 1. take credit card information 2. Make the intensive session appointment and regular

appointment time 3. E-‐mail out the welcome packet/contract


5. Handle Objections: a. I don’t have enough money.

i. Determine if it is a real objection first. Remember the hardest thing for people to do is to tell you No.

1. If you had the money is this something you would do? ii. YES

1. Do you physically not have any money or do you just not have any money for this program?

a. Physically No Money i. Help them come up with ways to make money

ii. If the money were there, where would it be?

1. Write down the top 10 things that they could do to go get that money. Get that money tomorrow.

b. No Money For this Program i. Ok, so you have the money but it is allotted for other things? What other things?

1. Are those other things as important to you as X? More important than X?

2. Help them get clear on their priorities.

3. Determine what they are afraid of. b. I don’t have enough time.

i. We all have the same hours in the day. How are you going to use yours?

ii. What discomfort are they going to have if they don’t do your program. Bring that to the present.

iii. Are you comfortable with having to go get a job in a year?

c. I need to think about it i. Can we think a bit about this together? What are your thoughts?

1. Get them time to think out loud.

d. I need to check with my husband i. Do you usually make your decisions about your business with him?

ii. Make another appointment for the next day. iii. Give them a script to use with their husband on how to explain

the program


Finer Details of Selling – 3 Important Points:

1. Determine the underlying belief. If someone wants to do your program – the resources are already there. Therefore it is an underlying belief that has them stopping from committing. Hold space for them to work through that belief.

o The belief usually stems from a lack in one of these three areas: Self Esteem Love Security

o Help them work through the belief issue. Common Beliefs:

• I’m not good enough • I can’t do this • I made a mistake in the past so I can’t try again • I don’t believe in myself • I don’t want to commit to anything

o Ask them: Do you want to continue to believe this? Do you want to allow this voice to continue to run the show? Who did they make this agreement with? Do they want to

continue the agreement? Do you want to continue to prioritize things in the way you

have?

2. Is your service a want or a need? Is this client coming in for a need or a want?

o Want: Wants to lose weight Wants to find a partner Wants to get a new home

o Need: Needs to learn about business Needs to get more organized Needs to learn how to track their money

o Needs and Wants should be treated differently.

Want: They want to lose weight. They are just deciding if you are the

person for this task. • Show your expertise. • Show your credibility.


• Show your system. • Inspire them that they can do it. • Show why you are better than others. • Close the sale.

Need: They need to get organized in their business. You must show

them why they would want this. • Get really clear on what they want. • Show them that what you are teaching will get them

what they want. • Get to the root of what is holding them back from moving

forward. • Give them lots of confidence and hand-‐holding to make

sure they can do this. Let them know that you understand that they are making a big leap.

• May take multiple sessions or time to convince this person, be patient.

• Give them your most solid stuff in the beginning of the program to get them going fast

3. How warm is your client?

o On a scale of 1-‐10, how warm is this client? Referral from someone who loves you – 9 Saw you speak live – 9 Heard you on a Teleseminar – 6 Came to your website – 5 Met at a Networking Event (didn’t talk much) – 4 Picked up your card or brochure – 3 Got you off someone else’s website or article – 2

o Based on the Warmth, you may need to move them up the scale .

Here is how you could move them: • Do multiple meetings with them – at the end of the

meeting schedule the next one. • Send them articles or taped classes before you speak to

them. • Send them articles or taped classes after you speak to

them. • Invite them to you next live event. • Invite them to a less expensive program


Selling Conversations Business to Business:

1. Introduction and Credibility a. “Hi. I’m Monica Shah. I started my company Ideal Balance five years

ago. I have a background in corporate, an MBA from the Kellogg School of Management and I went to nutrition school. Our company has successfully helped hundreds of women lose weight and find more balance in their lives.”

b. Pause and let them introduce themselves

2. Ask them first and then present your ideas – bring brochures of what you are offering.

a. “Did you have any ideas about the best way to work together? If not, I do. “

b. “Here are three sample programs that I’ve done at other institutions. The first is a lunch and learn program that I conducted at Citibank last year. It is a 90 minute presentation on “What to Eat to Keep You Going”. The second is a 4 series class I do called the Life and Body Makeover. I just did this class at the New Age Yoga Studio. And the third is where I can come and do free consultations for your employees on a specific day. This worked really well at Google.”

c. Make sure that as you are presenting you are showing them paperwork of what you do.

3. Highlight the benefits of what you are offering a. This program focuses on helping employees get more energy, be more

productive, leave work happier. Etc. This other program focuses on helping employees get healthier in the long-‐term and will decrease insurance costs significantly.

4. Always have them agree to the least amount of commitment first and work your way up.

a. “Why don’t we start with a lunch and learn – a free workshop and then we can see if people are interested in doing more?”

5. Never leave before you get a next step – a date to have another conversations, a fixed date to do a workshop etc.

a. “Great, so when can we have the next conversation about this? Let’s set up a time now to speak again. How about March 10th at 3:00 PM ET? Ok, great, should I come here. Perfect. And between now and then I’ll send you more information on this workshop and we’ll go from there.”


• Homework: o Your goal is to do 3 asks per week and 1 initial session per week from

now on. o Make a regular weekly meeting with your buddy. o We will finish foundations in July – so you’ll get them organized.

Documents

Template 3 - Conducting Sales [email protected]|!|18800820880913!!!!! Template 3 – The Swiss Cheese Method of Selling !!!! • "Tell!me!about!your!X