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1
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2
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- Greg’s
- Face-to-Face
- Sales Process
- Known as
- the
- Going to the Bank
- Selling System
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3
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- Greg Bennett’s Sales System
- “Going to the Bank”
- It’s simple…powerful…easy-to-use
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4
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- Starting the Sales Call
- 1) Create Rapport --
- Rapport means communication, not necessarily “liking” someone -- your
focus should be on listening, observing and ‘matching’ the pace and
overall stature of the person you’re selling
- Keep it focused on business rapport, don’t be too obvious by asking
about personal areas (family, hobbies, etc.-- there will be plenty of
time for personal chat once you know each other). Remember, you represent a threat…any
obvious sales moves will alert the prospect to act like a prospect
- Ask about their location, or something you saw on their web site (this
shows you’ve done some research as well)
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5
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- Starting the Sales Call, Continued
- 2) Ask, “Why am I Here?” --
- This question scares salespeople for some reason, but when used with
the right tone, is always well received (you’re putting the client and
their needs first)
- No matter what you may THINK, or GUESS, you really don’t know why
they’ve scheduled the meeting with you.
- This question allows them to tell you and begins to establish that
you’ll be in control of the call (questioning vs answering)
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6
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- Starting the Sales Call, Continued
- 3) Set the Agenda for the Call --
- Sounds like, “Here’s what we
normally do, I’m going to ask you some questions about your
business…then tell you a little about the variety of services we
offer…and I may, or may not make some recommendations today…but at the
end, I’ll need a clear YES, or NO, as to whether you want to take the
next step or not…”
- I am closing for a decision up front (spreads out the pressure)
- I am letting them know that NO is an acceptable answer (or so it seems)
and that it’s far better than MAYBE
- They’ll also feel they can say NO and won’t hurt my feelings, or cause
me to fight
- You should set an agenda for every call…1st, 2nd, 3rd…sales, service,
etc
- It’s designed to put the client at ease, and to keep the deceptive
prospect at bay
- Just like Colombo on the old series didn’t want to alert the suspect
that a sharp detective was around
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7
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- Starting the Sales Call, Continued
- Set the Agenda for the Call, Continued...
- This is where we introduce YES or NO as the two acceptable answers for
any sales call…”At the end of our call, I will ask you for a clear YES,
or NO…and please understand, we’re not right for everyone”
- We want to convey that the truth (even if it’s ugly) is better than a
lie and deception
- With a MAYBE, the seller becomes a STALKER, and the client the PREY
(who wants that relationship?)
- But you must understand that clients have been conditioned to give
neutral, MAYBE answers…release of conflict
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8
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- Going to the Bank Selling System -- Chamber One
- The Lobby
- Where we question about the patient’s ‘condition’
- The business basics (what do they do, where do they do it, how many
employees/locations/etc.)
- Their sales process (what happens to these little seeds we plant in
their store?)
- Their marketing challenges
- What they’ve tried to fix their problems
- How badly do they want to “get better?”
- Where are they NOW and where are they trying to GET TO?
- What obstacles are standing in their way
- Learn the right questions…learn how to ask them in the right way…and
become a much better listener – and you’re on the way to becoming an
outstanding doctor
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9
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- Going to the Bank Selling System -- Chamber One
- Lobby, Continued
- We need to improve our Questioning Skills…and our Deeper Listening
Skills:
- Open-ended Questions vs Close-ended Questions
- Close-ended ? Begin with:
- Will you…are you…have you…did you…
- Open-ended ? Begin with:
- Why have you…how have you…tell me about…
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10
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- Going to the Bank Selling System -- Chamber One
- Lobby, Continued
- To Become Better Listeners:
- Use “Green Light Phrases” to Gather More Information:
- “Tell me more about that”…”Please expand on that…”Meaning…”.. “Which
means…”… “Interesting…go on..”
- WRITE THINGS DOWN (Write longer than the prospect talks)
- Recap what you think you’ve heard
- Don’t lose eye contact to think of your next phrase
- Care more about solving problems than pushing product…in other words…be
a good doctor who cares more about your health than about selling you
more medicines or tests, etc.
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11
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- Going to the Bank Selling System -- Chamber One
- Lobby, Continued
- Learning to Love Pain!
- People move away from pain
- People remember vividly their last pain
- People will invest more to get rid of pain
- Pain changes the priorities…
- Creating deeper pain:
- Scratch, Scrape, Salt….Solution
- Make worse by talking about it…don’t hop in with answers
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12
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- Going to the Bank Selling System -- Chamber Two
- Money (a Hidden Hammer)
- Where we find out about a client’s budget situation
- Line of Questioning:
- 1- Do you have a budget for
solving these problems?
- 2- How did you arrive at that?
- 3- Is that set in stone?
- Work on budget logistics -- where is it, who’s got it, how is it
allocated, timing, etc.
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13
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- Going to the Bank Selling System -- Chamber Three
- Decision (Another Hidden Hammer)
- A major area of deception for clients
- They’ll make up people, steps that aren’t real, offices that don’t exist
and criteria that is completely bogus
- We want to ask about this area though PRIOR to presenting
- Line of Questioning:
- 1- Can you share with me the
DECISION-MAKING PROCESS?
- 2- Who are the other players?
- 3- What is the path the
decision must take?
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14
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- Going to the Bank Selling System -- Chamber Three
- Decision, Continued
- What does the person in front of you have to decide today?
- Does everything go on to the next level? What if you don’t like
something?
- So what then can you close on today?
Maybe:
- Whether this person will recommend me to the next level
- Whether this person will write it up and try to get approval
- Go for the highest level of commitment you can get
- RECAP WITH ANOTHER ‘YES’ OR ‘NO’ QUESTION BEFORE YOU PRESENT (More in a
moment)
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15
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- Going to the Bank Selling System -- Chamber Three
- Bennett’s
- The Death Valley of Sales
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- Going to the Bank Selling System -- Chamber Three
- Decision, Continued
- Bennett’s
- The Death Valley of Sales
- Left alone, clients will go to neutral
- Clients are used to being pulled positive
- I like GOING NEGATIVE …or GOING TO NO
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- Before Moving Into Presentation, We Must Re-State
- YES…OR NO…
- QUESTION WITH TWO POSSIBLE OUTCOMES
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18
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- Going to the Bank Selling System -- Chamber Four
- Presentation
- Presentation is like a loaded gun…once you’ve given it, all questions
are answered like the client has a gun pointed at them, so we hold it
back until we’ve picked up some vital information
- The presentation should be focused solely around the expressed needs of
the prospect as discovered in the Lobby...Clients don’t care about other
features you have, unless you can tie them to a need they have, or ones
you recognize and help them flush out
- Make the recommendation LARGE…knowing the client likes to trim
- Can you include an R.O.I. Estimate?
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- Going to the Bank Selling System -- Chamber Four
- Presentation, Continued...
- 1st Portion of Presentation -- Intro to What the NHL and Sports
Marketing is All About…question, statement/question
- Then Pick Away At Problems --
- State Problem: “One of the things you mentioned was a concern about…”
- Get Buy-In: “Is that correct?”
- State Solution: “I’m going to recommend our…” (Have client write)
- Mini-Close: “Can you see how this would ADDRESS your concern?”
- Confirm: “How specifically?”
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20
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21
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22
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- Going to the Bank Selling System -- Chamber Five
- Vault (The Flushing Process)
- The best closing strategy is to have 10 other people waiting who want it
- This is where we CLOSE…and closing should mean for a DECISION, not
necessarily a YES
- Closing for a NO, can be productive as well…you get reality which you
can turn, or you get out and on to someone else
- What else is there besides YES or NO for today?
- Use SILENCE at the point of closing…don’t be overly verbose, destroying
all pressure
- With a removed decision maker, you must close the one you’re with using
the “Magic of Mini-Steps”
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23
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- Going to the Bank Selling System -- Chamber Five
- Vault, Continued...
- Use “0 to 10” Close to flush out where the client’s head it at
- “On a scale of 0 to 10, with 0 being you don’t want to move forward,
and 10 being you’re ready to purchase, where are you?”
- 90% of people will say “7”…because it’s neutral, but positive
- Then say, “What would you need to see, in order to be at 10”
- Don’t let them blame others…we’re talking about where would THEY be
- If you get NEUTRAL, go to NO (REMEMBER THE DEATH VALLEY)
- Once you get better at the system, you’ll learn how to TAKE THEM TO NO
as one of your best closing strategies
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24
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- Going to the Bank Selling System -- Chamber Five
- Vault, Continued...
- Fishing in the Ugly Pond:
- This is where to take the client to NO…and tell them why they’re at NO
- If they see you jump in the ugly pond first…they’ll follow
- With removed decision makers:
- Get commitment from the one you’re with
- Chances are, they already know what the others are going to say…so ask
about it using, “Can you walk me through what you think Bob will say to
this?” or “What landmines do you see we’ll run
into with your regional managers?”
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25
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- Going to the Bank Selling System -- Chamber Five
- Vault, Continued...
- The Pipeline Flushing Process:
- We need to set up a “Closing Plan” that involves the creation of
Mini-Steps
- The goal is not to create lots of warm leads to have in the pipeline
- The goal is set clients up on a plan for closing…either on the spot, or
as they enter the pipeline/follow-up process
- More on this coming later on
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Notes
