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January 25, 2019
Welcome to
The Genius
of System
Selling
About this Special Edition Power Point
▪ This Power Point is made available to attendees of Brian Lee’s
presentation upon request
▪ It may not be used for general educational purposes outside the
attendees place of business, as it is proprietary copyrighted
material, and may not be duplicated in whole or part
▪ without the express written consent of Brian Lee CSP
▪ It may only be used for internal presentations by the attendee for the
express purpose of briefing peers in order to enhance
implementation of the learning experience with Brian Lee
▪ For further information contact Pat Goodberry
▪ 1-800-667-7325 [email protected]
Business at a glance – 2014
6 Clients
Business at a glance – 2015
+ 58%
“If you have a problem,
make it a procedure,
and it won’t be a
problem anymore”
– Wayne Cotton
The Problem – Matching Suit Color
The Procedure – Hanger Labels!
…and it won’t be a problem anymore!
The Checklist
By Dr. Atul Gawande
Airline Six Sigma Safety “1,000,001”
?
1. Is the need to find, get, and keep new
customers ever going to go away?
2. How much does this need align with the
success of your career, organization,
quality of life, and capacity to
make a difference?
Two Critical Questions
A training colleague, Bernie Fitterer
asked me…
“How are you and
your systems doing?”
Today’s Mission
How to Double
Your Sales Results
and Revolutionize Your
Income and Career
By the way….
How many of you like my bow tie?
How many think I remind them
of someone famous?
How Many of You…
Have twins
or are one?
Which one
am I?
We may have
Changed…
AGENDA What you will learn…
▪ Company Selfie
▪ Imperatives of System Selling
▪ Business Sales Model
▪ 5 Star System Selling
Company Selfie
I Discovered Speaking in Grade 10 in
Junior Achievement
Brian Lee
and Associates
Elected
Leaders
Training
Institute
In Search of Excellence
By Tom Peters
St. Mary Medical Center, Long Beach, CA
Shift to Health Care in 1995
Case Study
▪ St. Mary Medical Center (Long Beach California) increased its “Excellent” Rating of overall Patient
Satisfaction by 21.5% in fewer than 120 days,
and continues to improve it to a remarkable 98.2% overall
Excellent andGood
St. Mary’s
Goal 80%
Frontline Train the Trainer
Aspen Valley Hospital SEAs
Create a World-Class
Patient, Employee, and
Physician Satisfaction
Our Mission
Our New Corporate Spin Off…
Our Creed
We make a difference
in the lives of people…
who make a difference
in the lives of people
Written
a few
books
CLS Implementation Team
Implementation Specialists
VPs of Process Improvement
Dr. Michael Klein
MD
Phyllis
Van CrombruggheRN, BS, MBA, Ed.D
Arthur Gonzalez
DrPH, LFACHERon Webb
FACHE
Joe Tasse
FACHE
Mark Brodeur
MHA, FACHE
Albert
PilkingtonFACHE
Clinical Leadership
Michael Bayer
MBA, CSPLEAN Black Belt
in Healthcare
Tim Durkin
CSP
Michele Matt
CSPDonna
ManringDTR
James
RobbinsAndrew
LewisPhD
Stephanie Staples
LPN, CSP
Lynn
Sullivan
Richard
Hadden
CLS Trusted Advisors – We have talent
Rhonda
StelDoreen
Goodberry
Layne
MerryfieldSue
KrawchukMartha
Jasinski
Chelan
MacMillan
Christy
PriceDorian
Nottebrock
Heather
LairdAnnie
Yeoh-Sparksman
Amanda
Schwab
Donna
ManringTim
Durkin
Teri
Mullen
Pat Goodberry
Michael
Bayer
Stephanie Staples
Brian
Lee
James
Robbins
Michele
Matt
Andrew
LewisLynn
Sullivan
Mark
Brodeur
Dr. Michael
Klein
Phyllis Van
CrombruggheRoger
BurgraffArthur
Gonzalez
Albert
Pilkington IIIRon
Webb
Joe
Tasse
Bruce
LeeBarry
MillerRichard
Hadden
The Custom Learning Systems
3 Year Roadmap to Hospital of Choice &
Five Star Rating
Year 2Year 1 Year 3
Our
Accountability
Agreement
In 1999,
CLS founded
Mission:
To Recognize and
Inspire World Class
Patient Satisfaction
19 Years of Inspiring 5 Star Patient Satisfaction
19th Annual
Join us for the
19th Annual
HealthCare
Service Excellence
Conference on
February 11-13, 2019
in St. Pete Beach, FL
To assist you in your “systems”
journey…
I will have an exciting
announcement to make
My Life’s Work…
Transform
healthcare to be
patient driven
Imperatives of
System Selling
“Why would you reinvent
the wheel when you can
steal it from someone!”
– Jack Welch
System defined
“An organized or
established procedure”
Franchise Yourself
“Organize your business as if
you were going to franchise it”
– Michael GerberThe E Myth Enterprise
Recommendation #1
“What you do everyday is
more important than what
you do once in a while”
– Matt LeBlanc@Caminoguy@CAPSCalgary
Recommendation #2
Systematically be Brilliant!
Excellence – Jan Carlzon
“It is not
1 thing
1,000 % better.
It is doing 1,000
things
1% better”
Business
Sales Model
The CLSBusiness Sales Model
HOC
ITPE: 65%
Teleconference
40%
Coach Call: 35%
Webinars / Keynotes
10%
10% no
25% Other product
▪ Choose one vertical niche market
and own it
▪ Own it by adapting the following
“5 Star System Selling Model”
Recommendation
5 Star System Selling
Systematically Generate a Pipeline of
Live Leads
Begin the Journey with a Value-Added
Coaching Call
Offer a Game Changing
Audio/Video Keynote
Ignite Your Prospects Enthusiasm
Sign a New Client of Choice
Star #1
Systematically Generate
a Pipeline of Live Leads
Leads Source #1
Prospects Source: 15%
Keynotes/Breakouts
Keynote Best Practices
▪ Always give out a “Learning Guide”
▪ An evaluation form is a must
▪ When and how to engage your audience
to use it
▪ The biggest mistakes speakers make with
following up
1. They d !
2. They only follow up with L !
3. They begin by S_______
Leads Source #2
Prospects Source – Webinars: 85%
Everyone’s a Caregiver®
Mastery Skill
HCAHPS Hospitalist
Certification Course™
Leads Source #2 (continued)
Webinar Best Practices
▪ Target what keeps decision makers awake
at night
▪ Deliver to marketplace via sponsorships
including associations, mega clients, and vendors
▪ Charge a nominal sponsorship fee
▪ Schedule a live orientation teleconference or
webinar for decision makers to generate
enthusiasm, organized by your sponsors
▪ Include the webinar schedule in
your keynote/breakout
▪ Create a model best practice “Webinar Master”
Leads Source #3
Prospects Source – Other: 5%
Free System Selling Tool
HCAHPS
Breakthrough
Leadership™
Webinar Series
Free System Selling Tool
Kentucky
Primary Care
Association
Learning Guide
Idea Take-Away from“Systematically Generate a
Pipeline of Live Leads”
Star #2
Begin the Journey with
a Value-Added
“Coaching Call”
Star #2
Value-Added Coaching Call
Best Practice:
Getting a Coaching Call
▪ Contact everyone
▪ Begin with most senior decision maker
▪ Purpose:
o Get their feedback
o Provide coaching support
▪ Confirm with Outlook reminder
▪ Confirm a day in advance
The Coaching Call Best Practices
▪ Have fun!
▪ Definition of selling…
▪ Establish rapport – “I’m curious to know
how you became a …”
▪ Do your homework
▪ What was your take-away?
The Coaching Call Best Practices
▪ Get the facts you need
▪ Qualify their pain
▪ That leads to an audio/video teleconference
o More management engagement? or
o More frontline engagement?
▪ Share the benefits of a free
audio/video keynote
▪ Ask them what they see are the benefits
The Coaching Call Best Practices
▪ Clarify what they want emphasized
▪ Enquire if they would like more information
▪ Share what you will send:
o Flyer to circulate
o 1 page Engagement Letter to be signed by
CEO
o 4 – 6 page brochure
▪ Ask about their decision making process
▪ Ask about timing
▪ Acknowledge them
▪ Adjourn
Free Systems Selling Tool
Digital Copy of this PowerPoint
Idea Take-Away from“Begin the Journey with a
Value-Added Coaching Call”
Star #3
Offer a Game Changing
Audio/Video Keynote
Introducing the Frontline
Game Changer!
The Goal
Schedule a free
60 – 90 minute
audio/video
keynote
teleconference
for the entire
leadership team
Audio/Video
C-Suite Keynote
Teleconference
Best Practice:
Audio/Video C-Suite Teleconference
▪ Get a signature on your Engagement Letter
▪ Send:
o Meeting Planner Checklist
o Learning Guide
o Organization Profile – audio/video
(2 – 3 pages)
o Speaker Introduction by CEO
▪ Schedule a ½ hour preparation time in advance
Best Practice:
Magic of Engagement Teleconference▪ 90 minutes
o 45 minutes – content
o 30 minutes – Q & A
o 15 minutes – wrap up and close
▪ CEO introduction
▪ Dynamic/high energy delivery
▪ Multiple – terrific “aha” ideas
▪ Buddy system for Q & A
▪ Invite CEO to be “MC”
▪ Have fun
▪ Introduce next step – Your sponsor has made 3 benefits
available
▪ Invite CEO to close
Best Practice: Post Audio/Video C-Suite
Teleconference▪ Pre-book a C-suite Debrief ASAP
▪ Invite each C-suite member to share audience
feedback/take-away
▪ Ask – “May I make a recommendation”
▪ “Your Sponsor…”
▪ Introduce your next step to sales funnel,
i.e. Ignite the Patient Experience™
▪ What is your vision?
▪ How great do you want to be?
▪ Ask – “what do you see as the benefits?”
▪ Ask – “would you like more info?”
▪ Qualify when
▪ Qualify decision making process
Free Systems Selling Tool
▪ “Magic of Engagement” Brochure
▪ “Magic of Engagement”
Engagement Letter
Idea Take-Away from“Offer a Game Changing
Audio/Video Keynote”
Star #4
Ignite Your
Prospects Enthusiasm
Star #4
Two Day On-site
Ignite the
Patient
Experience™
Invitation
Star #4
Two Day On-site Ignite the
Patient Experience™
Two Day On-site Ignite the
Patient Experience™
Two Day On-site Ignite the
Patient Experience™
Two Weeks Later
Free Systems Selling Tool
Ignite the
Patient
Experience™
Invitation
Idea Take-Away from“Ignite Your
Prospects Enthusiasm”
Star #5
Sign a New
Client of Choice
Star #5
Plan A
Hospital of
Choice
Initiative™
The CLSBusiness Sales Model
HOC
ITPE: 65%
Teleconference
40%
Coach Call: 35%
Webinars / Keynotes
10%
10% no
25% Other product
Discussion
What's one way you
could improve your
business sales model?
Free Systems Selling Tool
A Scholarship to the 19th Annual
Healthcare Service
Excellence Conference
Idea Take-Away from“Sign a New Client of Choice”
To Summarize…
“Learn one new
idea every
day and do it in
a better way”
– Brian Lee, CSP
Free Systems Selling Tool
A Coaching Call
with Brian Lee
1-800-667-7325
Ext. 200
– Ken Blanchard
“Feedback is the breakfast
of champions”
5. Free Engagement ToolsYes A. HCAHPS Breakthrough Leadership™ Brochure
and Webinar Series
Yes B. Kentucky Primary Care Association Learning Guide
Yes C. A digital copy of this PowerPoint
Yes D. A copy of the “Magic of Engagement” Brochure and
Engagement Letter
Yes E. “Ignite the Patient Experience™” Initiative Brochure
Yes F. Scholarship to the 19th Annual HealthCare Service Excellence
Conference (Feb 11-13, 2019 in St. Pete Beach, FL)
Yes G. A Coaching Call with Brian Lee
“Vision without execution
is an hallucination”
– Joe Calloway, CSP, CP
“It’s easy to say what you
do. It’s harder to do what
you say you do”
– Ron Webb
93%!
“93% of what you learn in
a classroom is forgotten
within 14 days”
– Dr. Tony Buzan Mind Maps
Text Me!
Your best ‘aha’ idea
403-607-7444
Recommendations
▪ Download
▪ Test Drive
▪ Feedback Please
A quick social experiment…
‘TRY’
to Stand Up!
“Do or Do Not.
There is no TRY!”
– Yoda, Jedi Grand Master
Star Wars
My Theme…
Don’t Try…
Just DO IT!
