Michael Goodman - Secrets for Converting Sales

The Ultimate Event for Small Business Success.

The Selling Moment!Getting there with dignity, integrity and ease

Michael D GoodmanPresident, Revenue Kinetics, LLC@goodmansales


The Three Minute Sales Drill

An easy way to understand everything important in sales


• Based on the Solomon Sales System

• Creates Sales with dignity, integrity and effectiveness

• Regardless of the buyer, sales cycle, dollar volume, et al.

• Regardless of electronic or personal sales process



• Tweet Sized “Proverbs” on sales

• Easily digestible with a powerful message

• Free subscriptions for daily delivery at RevenueKinetics.com



Solomon Says: “All of sales is a Return On Investment equation. The sales happens when the buyers perception of return is greater than the investment.”

RiskR O I


WIIFM


• Solomon Says: “Every relationship in the world is dependent on three things, trust, credibility and Interest.”

R O I

TC I

rust redibilitynterest


Risk

WIIFM

Mychal Edelman

Know you are making a point with the blue lines, I am excited to see what that point is....it is def an interuption tactic visually....I don't think you need the bullet points on these slides.


Solomon Says: “Motivation to action lives in the gap between what we have and what we want.”

R O I

TC I


Current?Ideal?Delta?

Risk

WIIFM

Mychal Edelman

Know you are making a point with the blue lines, I am excited to see what that point is....it is def an interuption tactic visually....I don't think you need the bullet points on these slides.


Solomon Says: “Selling like a professional means always selling to what they want or need and how much they want it.”

R O I

TC I



What they wantWhat they needHow much they want itHow they will feelWhat it will do for themHow soon do they want itWhat if they don’t get it

What does it costDo I believe the sellerHow much time will it takeIs this the right answerWhat else will I needHow do I feel How will others feel

Risk

WIIFM


The Selling Moment

The Selling Moment is the exact moment of conversion.– In the buyers’ mind, it is the moment

they realize what they are getting is worth what they have to invest.

– Always, at its very root and often invisible, is based on an emotional payoff more than financial

– Four times more likely to be based on something they want to avoid versus something they want to gain.

Mychal Edelman

Good slide, let's add design elements


The Selling Moment

The 20 Second Prospecting ScriptTrust: comes from permission to say no to

you in some form or fashionCredibility : always comes from other

people through naming them, stories, how many there are, how long you’ve supported them and more

Interest: based on what you offer that they want. Your “Unique Selling Propositions” or “Value Propositions”


Try it!Choose two of your current customers

Choose the top three reasons they chose you

Build an opening with both customer names and all three reasons they chose you, add a way for them to say no.

The Selling Moment


Current, Ideal, DeltaAs simple as

What do you have now?What do you want to have or want to avoidHow would you measure the difference

Must be converted to your own natural style.

Is the single most important key to conversion

Starts with their agenda

The Selling Moment


Current, Ideal, Delta

Agenda Examples (Phone, Face to Face)In the time we have, I want to cover what is

important to you. What would you like to know most?

In addition to what you have already shared, what is important to cover?

On this survey form, would you mind ranking the order of importance to you the following items



Current ExamplesYou shared that ________ is

important right now, can you tell me what is happening with that?

What is going on with ______________?

Ideal ExamplesWhen you thought about what

you would really like to have, what did you come up with?

What is the best outcome you could hope for?


Delta ExamplesOn a scale of 1 to 10, where are

you now? (typically feelings based question)

If you were to guess, how much is that costing you a year?

Bonus questionWhat happens if nothing

changes?



Current, Ideal, DeltaThis is the pivotal point of every sales

effortDone well;

It loads up the Return side of the ROI equationBuilds enough trust and credibility to convertImproves conversion ratesTakes out the competitorsStops pipeline bloatingStrengthens every relationship



Nurture your prospectsTaking advantage of the timing gap


Sales StructureGood – (Circa 2001)

Opportunity Sales Post Discovery Prosecution

Sale

Better – (Circa 2008)

Find Sign Support


Sales Structure

Best – Today

New from Infusionsoft!

Mychal Edelman

Like this slide...let's lose the bullets, and make it clear even if this means haveing 3 seperate slides...Love it.



Nurture & Qualify“Nurture” bridges the gap between

“Attract” and “Sell”We often find prospects whose timing isn’t

rightNurturing allows us to;

Develop the relationship with the prospectDiscover their qualifications to buyMaintain “Top of Mind” awareness


Converting a sale is like building a jigsaw puzzleEvery sale consists of the “pieces” Understanding the pieces drives focus

Great nurturing includes discovering puzzle piecesAutomated Drip CampaignsRegular conversations

Nurture & Qualify


The Puzzle Pieces for all sales conversion

Nurture & Qualify

Critical Recognized Specific

Wherewithal Leadership Credibility

Suitable Advantage Timeliness


• Critical = Motivation to buy• Recognized = They know it• Specific = Buyer belief in Return over

Investment

• Wherewithal = Buyer side resources to advance

• Leadership = Choice and intention to act

• Credibility = Buyer belief in our capability

Nurture & Qualify


• Suitable = Our offering resolves Motivation To Buy

• Advantage = Differentiators over competition (including choice to do nothing at all)

• Timeliness = Our decision to continue or stop

Nurture & Qualify

Critical Recognized SpecificWherewithal Leadership Credibility



20%Initial

Connection

Attract brings

you here

20 – 80%Qualify / Nurture

Resolves Timing

Closes sale

80 – 100%Closing

Mechanics

Starts Implement

Nurture & Qualify

Mychal Edelman

Like the concept here, adding background and making font bigger will help convey point.


Making it all workThat all sounds nice, now how?


R O IWIIFM

Risk

TC I


Putting it all Together


Putting it all together on the Attract sideTrust makes it safe to do business with

you Comes from giving them permission to say noAllows proper consideration of your value in

live conversations

Credibility proves capability to deliverReferences happy customersSuccess stories and testimonials helpReduces buyers perception of risk



Putting it all together on the Attract sideInterest offers what you have that they

needTheir need pulls them into relationshipYour value proposition based on yourofferingsIrrespective of live or electronicMust be engaging or desirable to themIncludes call to action for next step



Example: Infusionsoft Web Advertisement

Trust (Your choice to see the video or not)

Credibility (Reference others)

Interest (Value Proposition)


By clicking on the ad, you are choosing to learn more instantly proving your value as a prospect. The link takes you to… A web form. Go figure.

Mychal Edelman

Crowded. but value is here...does it make sense to split this into more than one slide?


Example: Infusionsoft Web AdvertisementTrust (Web form, you choose value or not)

Credibility (Reference others)

Interest (Value Proposition)



Putting it all together on the Conversion or “Sell” Side

Current is asking the prospect what is happening now

Ideal asks the prospect what they want or want to avoid

Delta asks them to measure the difference between the two


Mychal Edelman

Be aware of how many slides in a row are just text starting with this slide,It may make sense to either add visuals or add a visual slide to help break up this really important content section.


Putting all together on the Conversion or “Sell” SideMeasuring the difference matters

because;It calls to mind the degree of motivation they

are feelingAllows them to recognize the motivation they

haveBrings it all together at one time in the buyers

mindDrives the buyer to take action (or if it

doesn’t, the buyer likely wasn’t qualified)


Critical Recognized Specific

Wherewithal Leadership Credibility



Presentation PathwayHow to run a face to face sales meeting

$ $Relation

TrustCredibilityInterest

Issues

TimingYes / NoAgenda

Moto Mapping

CurrentIdealDelta

Budget

YesNo What now

Process

WhoHow

Presentation

MotivationDifferentiators

Critical Recognized SpecificWherewithal Leadership Credibility



Key concepts to effective conversionTake your time with Current, Ideal, Delta

Most sales people get nervous and rush through this.

Listen. No really, listen, when they answerSales people fail here more than anywhere

elseNot the time to think about your next wordsDone right, builds powerful trust excluding

competitorsNext question should be based on what they

said



Exercise, Listen, Really listen.



Questions?

Free Resources for this presentation atwww.RevenueKinetics.com



ICON14 The Selling Moment!Getting there with dignity, integrity and ease

Michael D GoodmanPresident, Revenue Kinetics, LLC@goodmansales