how to generate more leads by changing what you say
DESCRIPTION
Being a sales person is like going to battle. Everyday you are in the trenches fighting fierce competition and doing what you can to survive. The words you use are your weapons. They are what you use to grab the prospect's attention, to build relationships, to position yourself ahead of the competition, to defuse objections. The better your pitch, the sharper your weapons are. If your pitch is not tight, it is as if your blades are dull. They may work a little and kind of get the job done, but you are not going operate at a consistent level of excellence.TRANSCRIPT
Generate More Leads by Improving What you Say
Michael Halper Founder and CEO - SalesScripter
• 20 years frontline sales, marketing, and customer service experience
• Founder and CEO of Launch Pad Solutions and SalesScripter
• Author of The Cold Calling Equation – PROBLEM SOLVED
• President of the American Association of Inside Sales Professionals Houston Chapter
• ICF Certified Professional Coach
• MBA University of Houston, Masters of Science University of Texas at Dallas
Traditional Messaging
Traditional Messaging
Traditional Messaging
What is wrong with this picture?
• We are all a little self-serving and this caters more to our interests than the prospect's• A prospect might not care yet about your company and all the great things it has
going on• A prospecting might not really understand what your product/service is and does• This does not build interest, curiosity, and intrigue• It does not tell the prospect how you can help them• This can trigger guardedness – “Uh oh, sales person trying to sell something”
Ben
efit
s
Why do we do this?
Pro
du
ct
Co
mp
any
Fea
ture
s
Fu
nct
ion
alit
y
What we say when talking with prospects
Very inward focused – me, my product, my company
• Foundation of knowledge• Focus of training• Wealth of experience• Where we have interest• What leads to us getting
paid
• Introductions• Cold calls• Emails• Networking• Company website• Social media• Presentations
It is what we are trained to do
Inte
rest
An Alternative ApproachV
alu
e
Pai
n
Qu
alif
y
Cre
dib
ility
Ob
ject
ion
s
Prospect Focused
What we say when talking with prospects
• Get outside your comfort zone
• Identify how you help • Focus on the problems
that you solve
• Introductions• Cold calls• Emails• Networking• Company website• Social media• Presentations
Value
Three Levels of Value
Technical Value
• Processes• Systems• People
Automation of manual processesImprove performanceDecrease time to perform workImprove reliability
Business Value
• Revenue• Costs• Services
Improve revenue / market share / close rateDecrease cost of goods sold / labor costImprove delivery of services
Personal Value
• Income• Career• Workload
Increased bonuses, commissionsRecognition and promotionsDecreased/increased workload
Identifying Your Value
Step 1: Identify a product / service, or featureProduct / Service
or FeatureFunction Technical Value Business Value Personal Value
Auto inventory replenishment
Identifying Your Value
Step 2: Identify what your product doesProduct / Service
or FeatureFunction Technical Value Business Value Personal Value
Auto inventory replenishment
Automatically submits orders to vendors based on inventory levels
Identifying Your Value
Step 3: Identify how that helps from a technical perspectiveProduct / Service
or FeatureFunction Technical Value Business Value Personal Value
Auto inventory replenishment
Automatically submits orders to vendors based on inventory levels
Decreases time spent ordering
Identifying Your Value
Step 4: Identify how that helps from a business perspectiveProduct / Service
or FeatureFunction Technical Value Business Value Personal Value
Auto inventory replenishment
Automatically submits orders to vendors based on inventory levels
Decreases time spent ordering
Decreases staff and labor costs
Identifying Your Value
Step 5: Identify how that helps from a personal perspectiveProduct / Service
or FeatureFunction Technical Value Business Value Personal Value
Auto inventory replenishment
Automatically submits orders to vendors based on inventory levels
Decreases time spent ordering
Decreases staff and labor costs
Improves work life balance
Identifying Your Value
Step 6: Repeat for additional products Product / Service
or FeatureFunction Technical Value Business Value Personal Value
Auto inventory replenishment
Automatically submits orders to vendors based on inventory levels
Decreases time spent ordering
Decreases staff and labor costs
Improves work life balance
Predictive demand forecasting
Predicts inventory needed based on historical data
Increases ordering accuracy
Decreases inventory costs
Improves end of year bonus
Management dashboard
Provides visibility across inventory and orders
Decreases time gathering information
Improves decision making and bottom line results
Improves promotion options
Identifying Your Value
Step 7: Summarize to arrive at your core valueProduct / Service
or FeatureFunction Technical Value Business Value Personal Value
Auto inventory replenishment
Automatically submits orders to vendors based on inventory levels
Decreases time spent ordering
Decreases staff and labor costs
Improves work life balance
Predictive demand forecasting
Predicts inventory needed based on historical data
Increases ordering accuracy
Decreases inventory costs
Improves end of year bonus
Management dashboard
Provides visibility across inventory and orders
Decreases time gathering information
Improves decision making and bottom line results
Improves promotion options
Inventory management software
Manages inventory levels and orders
Improves the ability to manage inventory
Decreases inventory and labor cost
Improves compensation potential
Messaging Workflow
Your Product
1. Inventory management software
Your Value
1. Decreases time spent ordering
2. Increases ordering accuracy
3. Decreases time gathering information
Product Value
Pain
Three Levels of Pain
Technical Pain
• Processes• Systems• People
Slow, broken, or manual processesPoor system or employee performanceLack of reliability
Business Pain
• Revenue• Costs• Services
Low revenue / market share / close rateHigh cost of goods sold / labor costPoor delivery of services
Personal Pain
• Income• Career• Work Environment
Low bonuses, commissions, compensationNo recognition, no promotions / career pathHigh workload, poor work–life balance
Messaging Workflow
The Pain You Resolve
1. Spending too much time ordering
2. Ordering errors are occurring
3. Difficult and time consuming to gather information, no visibility
Your Value
1. Decreases time spent ordering
2. Increases ordering accuracy
3. Decreases time gathering information
Product Value Pain
Qualify
What is Qualifying
• Assessing prospects in two areas:1. How well they fit with what you have to offer
2. How likely they will be to purchase
• Performed two ways– Researching the prospect– Asking good questions
2 Step Qualifying Process
Step 1 – Pre-Qualifying
• To make sure it makes sense to meet and keep talking
• Takes place in first contact
Step 2 – Qualifying
• Identify if you can consider the prospect and lead are real
• Takes place in first meeting
Messaging Workflow
The Questions to Ask
1. How concerned are you about the time it takes to produce orders?
2. How often are there errors with the orders that are processed?
3. Do you feel like you have access and visibility to the information that you need ?
The Pain You Resolve
1. Spending too much time ordering
2. Ordering errors are occurring
3. Difficult and time consuming to gather information, no visibility
Product Value Pain Qualify
Interest
Building Interest
• High level product/service details
• Connect pain with value
• Communicate ROI
• Explain differentiation
• Share client story
• Paint a picture of the future state
• Discuss impacts of doing nothing
• Share company facts
Messaging Workflow
Product Value Pain Qualify
Building Interest Points
1. Have helped our clients to decrease inventory cost by between 20 to 30% in first 12 months
2. Purchased paid for itself within 18 months
Interest
Your Value
1. Decreases time spent ordering
2. Increases ordering accuracy
3. Decreases time gathering information
Credibility
Establishing Credibility
• Name Dropping
• Storytelling
• Lack of Availability
• Lack of Neediness
• Picture of Consensus
Messaging Workflow
Product Value Pain Qualify
Name Drop
1. We provide d inventory management software to Johnson Materials.
2. This helped them to reduce time spent ordering by 50%.
3. That lead to s reduction of warehouse managers and a decrease of labor cost of 17%.
Interest Credibility
Your Value
1. Decreases time spent ordering
2. Increases ordering accuracy
3. Decreases time gathering information
Objections
What are Objections
• A prospect’s best weapon– Mini stop signs– Used to take control of the call and take it in
a direction of their choosing
• Common Objections:– I am busy right now.– Who are you with?– What is this in regards to?– I am not interested.– Just send me some information.– We already use somebody.– We are not looking to make a change right now.– We do not have budget/money to spend.
Objections Handling Options
1. Comply
2. Overcome
3. Redirect
Redirect• To redirect the objection into a related area
• Example:
Prospect: “I am not interested” Caller: “I understand. Do you mind if I ask what you are doing today in this area?”
• Goal of the redirect is to keep the conversation going without focusing on the objection itself
• Tactics:– Redirect qualifying questions– Redirect to value statement– Redirect to pain points– Redirect to building interest points
Building an Objections Map
• Tool to build to use as a guide for dealing with objections
• List out anticipated objections
• Formulate best responses
• Can include redirects and overcome responses
Messaging Workflow
Product Value Pain Qualify Objections
Objection Responses1. How concerned are you about
the time it takes to produce orders?
2. Spending too much time ordering
3. Decreases time spent ordering
4. Decrease inventory cost by 20 to 30%
5. We helped Johnson Materials…
The Value You Offer
The Pain You Resolve
The Questions You Should Ask
Your Building Interest Points
Your Name Drop Statement
Interest Credibility
SalesScripter
www.salesscripter.com
What do you sell? ___________
How does it help? ___________
What problems do you fix? ___________
What questions should you ask? ___________
1. Asks all the key questions 2. Maps answers to document library
If You Want More Help• Books / Ebooks
– The Cold Calling Equation – Problem Solved– Do’s and Don’ts of Cold Calling– How to Get around Cold Call Objections– How to Build a Value Proposition that Generates Leads– How to Build Sales Campaigns that Sell– How to Build Email Drip Campaigns that Convert Sales
• Videos – Dozens of how to videos and slide decks
• 10 week web-based training program
• One-on-one sales coaching and consulting
• SalesScripter– www.salesscripter.com – Walk-through services available
Contact Us
Michael Halper
Founder and CEO
SalesScripter
@salesscripter