Using Influencing & Selling Skills as a Tool to Improve the Way you Communicate
Using Influencing & Selling Skills as a Tool to Improve the Way you Communicate
ObjectivesObjectives
Learn the value of influencing skills as a useful
tool to achieve desired results
Select the best “currency” to influence others
Develop Sales and Marketing strategies for
influencing others according to their needs and
personal styles
Develop an action plan for influencing and
selling targeted clients or team members to
achieve your desired results
Paradigm Shifts
Focus Additional FocusHard Controls Soft ControlsControl Evaluation Self-AssessmentControl RiskRisk - Threats Risk - OpportunitiesPast FutureReview PreviewDetective PreventiveOperational Audits Strategy AuditsAuditor ConsultantImposition InvitationPersuasion NegotiationIndependence ValueAudit Knowledge Business KnowledgeCatalyst Change FacilitatorTransactions ProcessesControl Activities Management ControlsControl Consciousness Risk Consciousness
Future Focused
Value-adding culture Partnership more than (as Much as )
independence Internal control trainer, coach,
consultant (“instill risk-conscious behavior”)
Everyone always looks for opportunities to improve the business
Action Planning
Know what you want Identify a real situation in your
workplace requiring you to influence a client or team member to achieve your goals.What do you want to achieve?Who do you need to influence to achieve
your goals?
Audience Analysis Audience Analysis Our basic needs:
To be understood To feel welcome To feel important To be comfortable
Be a Consultant (Think:Win-Win-Win)
Think first of helping Mrs. X. And to do that you must Think first of helping Mrs. X. And to do that you must first get to know her and her family; study her needs. first get to know her and her family; study her needs. Do not think so much about putting her money in your Do not think so much about putting her money in your pocket as putting your chair, which she needs, into her pocket as putting your chair, which she needs, into her
home. Do this with all of your customers . Think of home. Do this with all of your customers . Think of them as people needing your goods instead of yourself them as people needing your goods instead of yourself
needing their money. Find ways of helping them needing their money. Find ways of helping them overcome their difficulties, and you will overcome your overcome their difficulties, and you will overcome your
own in so doing.own in so doing.
Dr. Norman Vincent Peale“Stay Alive All Your Life”
The Marketing Cycle
In trod uc tion U S P I U S P II U S P III U S P IV U S P V
M e e ting w ith C u sto m er
The Marketing Cycle
In trod uc tion U S P I U S P II U S P III U S P IV U S P V
M e e ting w ith C u sto m er
Repeat the process!
SUCCESS
Study
Understand
Customerize
Couple
Evidence
Satisfy
Start
Study Understand
Customerize
Couple
Evidence Satisfy
Start
SUCCESS
SUCCESS
Study- Why should you build Relationships
Understand-Building rapport / listening skills
“Customerize” - Tailoring and discovering customers’ needs
SUCCESS
Couple - Marriage of needs and service
Evidence - Validating abilitiesSatisfy - Presenting Win - Win
solutionsStart - The initialization of a long
-term partnerships
The Consultant
In a world increasingly becoming the same and in a world where there are few, if any,
meaningful product, service or price
differences, YOUYOU are the difference.
Charles D. Brennan, JR.Sales Questions that Close the Sale
Model ofInfluence Through Exchange
Model ofInfluence Through ExchangeGetting what you want and giving others what they need.
Step 1: View the person you are trying to influence as a potential ally.
Model ofInfluence Through Exchange
Model ofInfluence Through Exchange
Step 2: Clarify your goals and priorities. Think about your core objectives - How
much are you willing to trade off to get the minimum you need? Is a short-term victory worth creating hard feelings?
Model ofInfluence Through Exchange
Model ofInfluence Through Exchange
Step 3: Diagnose your ally’s world. What’s important to your ally? What are his/her goals, concerns, and
needs? What is your ally’s preferred style of
interaction?
Model ofInfluence Through Exchange
Model ofInfluence Through Exchange
Step 4: Assess your resources relative to your ally’s wants.
What currencies do you command or have access to that may be valuable to your ally?
Model ofInfluence Through Exchange
Model ofInfluence Through Exchange
Step 5: Diagnose your relationship with your ally.
Build trust and credibility with the ally prior to trying to influence through exchange.
Model ofInfluence Through Exchange
Model ofInfluence Through Exchange
Step 6: Determine exchange approach/Make exchanges.
A penny for your thoughts!
Inspiration-Related CurrenciesInspiration-Related Currencies
Vision Excellence Moral/Ethical Correctness
Task-Related CurrenciesTask-Related Currencies
New Resources Challenge/Learning Assistance Task Support Rapid Response Information
Position-Related CurrenciesPosition-Related Currencies
Recognition Visibility Reputation Insiderness/Importance Contacts
Relationship-Related CurrenciesRelationship-Related Currencies
Understanding Acceptance/Inclusion Personal Support
Personal-Related CurrenciesPersonal-Related Currencies
Gratitude Ownership/Involvement Self-Concept Comfort
Valued Currencies in Business
What resources from these categories of currencies can you give to your allies?
Inspiration Tasks Position improvement Relationship development Personal recognition
Action Planning
Get what you want What currencies does your ally value? What resources can you give your ally
to match what he/she values? How would you make the exchange
happen - taking into consideration your ally’s interaction style?
What Are YOU Going To Do About It?
What will you start doing based on what you learned today?
What will you stop doing based on what you learned today?
What will you continue doing based on what you learned today?“What we think, or what we know, or what we believe is, in the end, of little consequence. The
only consequence is what we do.”-- John Ruskin