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HSMAI Washington DC Chapter
Building A Sales Pipeline
with
Bob Anderson
Thanks to Our Sponsors
Contact Us:
Phone: 571-442-8489
www.hsmaidc.org
HSMAI Washington DC Chapter
@HSMAIinDC
Building the Sales PipelineA Prospecting System to Jump-Start Your Sales Efforts and Results
February 23rd, 2017
Presented By:
Bob Anderson – President
Star Performance, Inc.
Building the Sales PipelineA Prospecting System to Jump-Start Your Sales Efforts and Results
February 23rd, 2017
Presented By:
Bob Anderson – President
Star Performance, Inc.
I. The New Era of Selling: Current Market Trends
Details, Facts and the New Reality
A. 80% of buyers find the seller before the seller finds the buyer.
B. 57% of the decision-making process has been completed by the time the buyer finds the seller.
C. Connecting this late in the decision-making process leads to a rate-focused conversation.
D. 60% of all Group rooms are now sold by a 3rd party (high cost and not always the best business).
E. A look at 2017!
In a Flat market, SUCCESS goes to the NEW BUSINESS HUNTERS!
I. The New Era of Selling: A Brief History of Selling
A. Price, Product and Place (through late 1990’s)
1. Less options in the market-place
2. Feature and Benefits selling process
3. Strong on logical case building
Challenges:
1. Introduction of new brands and options in the market-place
2. Can’t consistently “win the argument”
I. The New Era of Selling: A Brief History of Selling
B. Like and Trust - Relationship Selling (2000 – 2010’s)
1. “People do business with people they like and trust”
2. Personality-based selling process
3. Strong on relationship building (Schmoozing)
Challenges:
1. Majority of sales people have mastered the “Like and Trust process”
2. Customers are busy and don’t want, or need, more friends
I. The New Era of Selling: A Brief History of Selling
C. Think, sound and sell differently (2015 onward)
1. “NEED YOU!” vs. “I like and trust you”
2. Education and innovation-based selling process (Avoiding Landmines)
3. Strong on connecting solutions to emotional motivators (Pain Points)
Challenges:
1. Changing ingrained habits can be difficult
2. Changing how you do business will involve others
Research and Validation!
Insight Selling - Schultz and Doerr
A. Insight Selling (Winner’s Key Factors)
1. Educated me with new ideas and perspectives.
2. Collaborated with me.
3. Persuaded me that we would achieve results.
4. Listened to me.
5. Understood my needs.
6. Helped me avoid potential pitfalls.
7. Crafted a compelling solution.
8. Depicted purchasing process accurately.
9. Connected with me personally.
10. Overall value from the company is superior to other options.
Where do you think the second-place winner was ranked on “educating prospects with new ideas”?
“Sales winners educate with new ideas and perspectives almost three times more often than second-place finishers.”
ARE YOU READY?
I. Prospecting…Facing the Fear
A. We all have it. We all feel it.
B. Some give into it. Some own it.
C. Converting your fear into your spark of motivation!
II. The Building the Sales Pipeline System – 3 Legs of Selling
1. Building Your Base Business with Re-bookings.
2. Converting Walk-in or Call-in Inquiries.
3. Prospecting for New Business by Building Your Sales Pipeline!
Each leg is important!
Each one is a different discipline.
Which one do you have the most control over?
II. The Building the Sales Pipeline System – Less is More
Stack, Pack and Attack!
A. Sales Manager: 15 x 3= 45
B. Director of Sales: 10 x 3= 30
Hour of Power!
Schedule Your Time to Achieve Your Success
II. The Building the Sales Pipeline System – 6 Touch System
A. Avoid the “3 and out” approach.
B. The Selling Truths:
▪ Only 10% of all sales people make more than three contacts/attempts with
customers before giving up.
▪ 80% of all sales are made after the 5th contact/attempt with a customer.
▪ Have courageous patience.
C. Convert a “Cold Lead” into a “Warm Contact.”
II. The Building the Sales Pipeline System – 6 Touch System
Target Company: XYZ, Inc.
Contact: Maggie Tanner, Meeting Planner
1. First attempt message: Thursday, July 1 (Three to five seconds…click!)
2. Second attempt message: Thursday, July 8 (“Sounds familiar?”)
3. Email/Note: Thursday, July 15 (“This sounds unique.”)
4. Third attempt message: Thursday, July 22 (“I should speak to this person.”)
5. Email/Note: Thursday, July 29 (“This sounds like what I need.”)
6. “Kill File” message: Thursday, August 5 (Wait!!!!)
Reticular Activator. Familiar-Unusual-Problematic.
Alpha to Beta.
II. The Building the Sales Pipeline System – TD.SD.SD.
D. Think, sound and sell differently: Strategy
1. Don’t Sound like every other salesperson! “Hi Maggie….!”
2. Be a problem solver and a pain reducer. Do NOT be a product pusher.
3. “When you want to know why John Smith buys, what John Smith buys, you have to see the world through
John Smith’s eyes.” – Jim Rohn (360 Message Development Tool)
4. TD.SD.SD. Voice message example and template.
5. TD.SD.SD. Converting the voice message into an “Email that is opened, read and acted upon” example
and template. A special offer for you!
6. The “Kill-File” message example and template.
II. Building the Sales Pipeline System - Tracking Activities, Not Just Sales
E. The 4 Disciplines of Execution (McChesney, Covey and Huling)
1. Focus on the WILDLY IMPORTANT!
2. Act on LEADING measures.
3. Keep a compelling SCOREBOARD.
4. Create a Cadence of Accountability.
II. Building the Sales Pipeline System - Tracking Activities, Not Just Sales
2017 BUILDING THE SALES PIPELINE- DAILY/WEEKLY TRACKING TOOL
SALES PERSON: WEEK:
TIME FRONT-END ACTIVITY MIDDLE ACTIVITY PIPELINE BKG REV $ INQUIRY & RE-BOOKING REV $
DAY
HOUR OF
POWER
FRONT-END
TOTAL
DIALS NOTES DROP-INS
CON-X QUALIFY PIPELINE This
Period
PIPELINE BUCKET
Total
SITES/ BB
# OF CLOSES
TOTAL REV $
# OF INQ
BKGS
TOTAL INQ.
REV $
# OF RE-
BKGS
TOTAL RE-BKG REV $
MONDAY
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
SATURDAY
WEEKLY TOTALS
Plan your work and work your plan!
Schedule your time. Communicate to the team. Make it HAPPEN!
Closing Thoughts and Questions
Questions?
Next Step Actions!
