Intro to Cross-Selling

Introducing Microcorp’s Other Offerings to Your Clients
An Introduction to Cross-Selling Process and Messaging
Adam J. Shapiro
404-798-8397
adam@salesreformschool.com

Confidential and Proprietary

Why Process?
If you can’t describe what you are doing
as a process,
you don’t know what you are doing.
- W. Edwards Demming

Why Is Sales Process Important?
A repeatable process provides…
…resulting in a sustainable competitive advantage.

Best Practice Behaviors Of Salespeople
Ask relevant questions
Conduct 2-way conversations
‘Solution’ reliant
Target business people
Relate feature usage
Use stories rather than statements or opinions – especially early
Follow a process
Empower buyers to:
- Achieve goals
- Solve problems
- Satisfy needs
Without a process and repeatable messaging, these practices cannot be cloned or become habitual.

Typical Salesperson Cross-Selling Plan
“Hey, want some…
MPLS
SIP Trunking
Hosted Solutions
Conference Calling
Co-Location
Traditional Voice Services
Internet Access from DSL to OC 48’s
Wireless, including 4G
Content Delivery and Applications
Satellite”

Roadmap for Initiating a Cross-Selling Opportunity
Intro: “Hi, Jane. It’s Adam Shapiro.” (Pause)
Show Respect and Sincerity – “If this is a good time, I want to share with you a recent success that I think you will be interested in…” (pause)
no
yes
Success Story – “I recently worked with…” or Plausible Emergency – “Picture this…”
Are you in a similar situation?
Reschedule!
No!
Yes!
Conduct alignment conversation using Directed Diagnostic Questions
Well, if you know of anyone that is, please let me know.”

Beginning a Cross Selling Sales Process
People buy from people they…
1.
2.
3.
4.

Trust = Sincerity + Competence
Do they believe you’re sincere AND competent?
Do they believe you’re sincere?
“Yes”
“Yes”
The buyer is willing to reveal their business goals and objectives
The buyer is willing to have a conversation

Sincerity: Stop Reinforcing The Stereotype
Inappropriate ownership
“If I/we/my system could solve your problem/achieve your goal for you…”
Insincere
obviously
basically
candidly
clearly
trust me
honestly
let me be honest with you
how’s it going?
no problem!
like you/yours/yourself
Weak
might
perhaps
possibly
probably
maybe
a little bit
Ambiguous
integrated
cutting edge
seamless
efficient
synergistic
user friendly
Hype
robust
feature rich
elegant
automatically
state of the art
dynamic
Manipulative
What you need is…
Monday or Wednesday?
The red one or the black one?
Will you be buying or leasing?
If I could show you a way.…?
What if there were a way….?
What do I have to do to earn your business?

Competence: Two Tools
Conversational Success Story
Key Player (Industry & job title)
Goal or Issue
Contributing reason, situation they were in
Corresponding capability provided
Actual tangible benefit
Plausible Emergency
Paint the Big Ugly Emergency
“Is that plausible?”
Describe a capability you can provide as a Microcorp Agent
“Would that help?”

The Success Story
I recently worked with the VP Sales of a software company who wanted to improve forecasting accuracy.1 Forecasting was difficult because grading was subjective and therefore varied by salesperson. There was no standard way of assessing progress in an opportunity. Additionally, salespeople updated forecasts only when they were required to.2 He wanted to define milestones for the whole company so after making calls salespeople could sign onto a web site and be prompted to update opportunities status against a standard grading system.3 We provided him with this capability. 4 Over the last 6 months, forecasting accuracy has improved by 35%. During this period salespeople have reduced time spent at the end of the month creating a forecast. 5
Success Story Components:
Targeted conversation (industry, job title, goal)
Current situation (problem)
Capability (need)
Benefit Statement
Results

EXERCISE: Success Story – to Build Trust

The Plausible Emergency

EXERCISE: The Plausible Emergency

A Proper Diagnosis for Alignment
Ask if the event/issue/concern ever arises or takes placeUnder what circumstances?
How do you do it today?
Who is involved?
Who is impacted?
To what extent?
At what cost?
What’s value of fixing?
How does it make you/others feel?
#$%E!

EXERCISE: Directed Diagnostic Questions
For theSuccess Story or Plausible Emergency you created, formulate questions a seller should ask to determine if and how the buyer is in a similar situation and to what extent.
Be able to explore:
Constraints/issues
Cause(s) of that issue(s)
Impact/value of that issue(s)
#$%E!

Roadmap for Initiating a Cross-Selling Opportunity
Intro: “Hi, Jane. It’s Adam Shapiro.” (Pause)
Show Respect and Sincerity – “If this is a good time, I want to share with you a recent success that I think you will be interested in…” (pause)
no
yes
Success Story – “I recently worked with…” or Plausible Emergency – “Picture this…”
Reschedule!
No!
Yes!
Conduct alignment conversation using Directed Diagnostic Questions
Well, if you know of anyone that is, please let me know.”

Adam Shapiro
MS Strategies, LLC
Adam@salesreformschool.com
www.salesreformschool.com
404-798-8397
Questions?

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Intro to Cross-Selling

by Adam Shapiro on Oct 19, 2010

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Intro to Cross-Selling — Presentation Transcript