Chapter 2 - Typical Day
How many sales will I have over the next 90 days, if I change nothing in my current sales approach?
I have made up my mind to talk to at least 10 Decision Makers while making 100 calls/day.
Chapter 4
Know my numbers! Schiffman recommends keeping track of the following:
Dials
Discussions
Presentations
Sales
He also recommends I tape at least one call in the morning, one in the afternoon and one before I go home.
Chapter 5 - Five Ways to Increase My Income
1. Double the number of contacts with decision makers
2. Double the number of presentations
3. Increase percentage of sales (from 1/10 to 2/10)
4. Double value of sale
5. Double the number of calls
Chapter 6 - Little Things Mean a Lot
Think of the last time I made a recommendation to a prospect or a customer that did not result in a sale. Identify at least three things that, in hindsight, I believe I could have done better.
Chapter 7 - My Golf Grip
Set a New Income Goal
(Below is mine)
"By May 2nd, 2011, I will earn at least $100 in commission by increasing my phone sales effectiveness and developing more satisfied customers."
Also, write down 10 benefits that would result when you reach your income goal.
Chapter 8 - Closing and its Hazards
It is VITAL to find out the following:
- What the prospect does
- How they do it
- Why they do it
- When they do it
- Where they do it
- Who they do it with
- How we can help them do it better
Don't just focus on "closing the sale." Rather focus on learning as much as possible about the prospect.
The "Close" is really the "Use"
Chapter 9 - The Four Steps in Phone Sales
[Greeting/Hello] ---------- R1 [ I/V2---P-----C]
Critical Point 1 = Get past the initial negative response
Critical Point 2 = Verify information to close on presentation
The first obstacle keeping me from progressing to step two is the initial negative response.
Chapter 10 - Understand My Numbers and Improve Them
I make at least 100 calls/day, so that means I make 30,000 calls per year (if I work 300 days/year)
Chapter 11 - Move Forward in the Sales Process
Step 1 - Open/Qualify
Step 2 - Information Stage
Step 3 - Presentation Stage
Step 4 - Close the Sale
The only way to move from step 1 to 2 is to overcome the initial negative response (such as "Not interested" or "I'm all set."
Chapter 12 - Define Prospects Accurately
Review "top prospects" and their movement through the Sales Process
Chapter 13 - Count the "No" Answers
- How many "No" answers do I get in a single day. Write that number down and compare it to the "Yes" answers.
- Here is one of the most important ratios that Schiffman's claims is valid no matter the industry..
20:5:1
What this means is for every 20 initial contact (serious discussions/presentations with Decision Makers), I will get 5 Prospects which in turn will result in 5 Sales.
Chapter 14 – The Ups and Downs of Selling
In other words:
IC - P - S
IC = Initial Contacts
P = Prospects
S = Sales
The definition of a PROSPECT = Someone who has agreed to play ball with me
- How many initial contact does it take me to develop a single prospect. How many prospects do I now have? How many must I replenish my base with whenever I make a sale (5! 5 for every single sale..). The lesson here is ALWAYS BE PROSPECTING
- Initial Contact require follow through; Know difference between CONTACT and PROSPECTS
Chapter 15 – People Respond in Kind
Chapter 16 – Interruptive Marketing
· Every time I tell you something about me, I have the right to ask a question about you.
· Interruptive Marketing – revealing something about ourselves and using that face to refocus the conversation with a new question
1. Find out what’s interesting to the other person
2. Find out more info about the person I am talking to
a. Find out what they “DO”
- What they’ve done
- What they do
- How they plan to do it
Once I respond to your question or issue and tell you something above me, I have won the right to ask you a question about what you do
Chapter 17 – Why Writing it all Down is Essential
It’s in my best interest, as a sales professional, to formalize my calling approach
- Overcome initial negative response
- Keep conversation going
- gather information I could use to move to the next step of the selling process
Chapter 18 – Master the Game of Catch
Describe my ideal sales call
Chapter 19 – Formulate My Attention Statement
“Good Morning/Afternoon __________”
Chapter 20 – Develop My Identification
“This is Marty calling from Local Edge, a division of Hearst Corp.”
Chapter 21 – Develop a Reason for the Call
“The reason I’m calling today (specifically) is __________”
- Attention Statement
- I.D. Statement
- Reason for the Call
Chapter 22 – What to do if I do not Get Interrupted
Ask Questions!
Chapter 23 - ..if I DO get Interrupted
List the 10 most often heard negative responses. (be prepared!)
Chapter 24 – “Happy Now”
“You know,, other people who are now our customers told us the same thing before they saw how what we do complements what they were currently doing.”
Chapter 25 – “Not Interested”
“Other people said the same thing until they saw we could benefit them”
The response HAS TO answer the questions
a. “So what?”
Or
b. “What’s in it for me?”
BENEFIT TURNAROUND
Chapter 26 – “Send Literature”
“Of course, but I’m just curious, what are you doing right now ________”
Remember THE LEDGE
Chapter 27 - The Direct Question
Price?? – Answer the question and then pose a question
I must turn it around effectively as a question
Chapter 28 – Put It All Together and Practice It
At least 10 times!
Chapter 29 – Variations of a Standard Call
Attention Statement
ID Statement
Reason for the Call
- Use the 3rd party approach
Chapter 30 – The Art of Leaving Messages
Leave the following
- Name
- Company
- Reason – mention a competitor or type of business
- Phone
Have another sales rep call people that I have not called in a month
Chapter 32 – The Art of Calling Back
- When a person asks for me to call them back in 6 months, SET A DATE!
- Call on that date and say:
“Hi _______. This is ______ from Local Edge. When we last spoke you asked me to call today”
Call at least 10 people
Chapter 33
“I was just thinking about you”
Identify at least 3 people and call them using this approach
Chapter 34 – How to Call Former Customers
Identify at least one former customer and call him to say:
“We haven’t heard from you in a while, and I was wondering whether something was wrong?”
Chapter 35 – How to Get and Use Connections with People at the Top
Call the president of at least one company to sell to, and attempt to initiate contact or generate a referral (do at least 3 times)
Chapter 36 – How to Send the Right Emotional Message Over the Phone
Find MY emotional message. Practice it. Record it.
“Hi! My name is Marty. I am with Local Edge Media. I would like a chance to learn about your business and more specifically find out how you are currently acquiring new customers.”
Chapter 37 – The Recipe for a Great Conversation
- Hello/Approach
- Response
- Turn Around
- Question
Practice asking for next step. Develop a script. Use P.I.P.A.
Parable ------à Info ----à Present Options -----à Ask Directly for Next Step
Chapter 38 – The Past, Present and Future
· Use P.I.P.A.
· Close with: “Makes sense to me. What do you think?”
Qualify/Open --à Info Gathering -----à Presentation ------à Close
Ask about – The Past, Present and Future
Come up with 15 questions to ask prospects
Chapter 39 – Ask “How” and “Why” Early and Often
“Ask HOW and WHY and the WHO will emerge.”
Chapter 40 – Verify My Information
- Getting corrected about
- Our assumptions and eventual recommendation
- Our contact (is it really the decision maker we are talking to?)
- Dollar amount we are proposing
- Timetable for delivery or implementation
Chapter 41 – Paint a Picture
Prepare at least six accurate, verifiable success stories on my organization’s customers.
Chapter 42 – Critical Point # 2
- Product or Service Issues
- Hidden Issues
- Call and leave a message – “I must have done something wrong.”
· The Stall – Establish a timetable that works backwards from the prospect’s ideal date of implementation and articulate.
· Reassurance Issues – Use references and testimonials
· Fear, Uncertainty and Doubt Issues
- Focus on helping person through transition
- I must understand why they are now doing, so I can be in a good position to service as an agent for positive change
Write down the most common issues
- Identify
- Validate
- Solve
Chapter 43 – When to Stop Calling
- Do not call any one lead more than once per week
- Don’t call people who have failed to take action
10 Traits of World-Class Salespeople
- They are obsessed about getting to the next step
- They understand the importance of developing new relationships every day
- They are focused on finding out what other people do
- They anticipate responses
- They understand the need to make new initial contacts
- They count the “No” answers, not the “Yes”
- They understand the necessity of verifying information
- They use managers and others within the organization effectively
- They take the time to learn
- They believe they are the best
