The Most Useful Selling Technique I Have Ever Used


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Presentation given to American Chamber of Commerce Chapters in Melbourne, Perth & Sydney

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The Most Useful Selling Technique I Have Ever Used

  1. 1. "The Most Useful Selling Technique I Have Ever Used" Christopher Golis MA MBA FAICD FAIM Practical Emotional Intelligence: A Real Tool for Real People
  2. 2. [email_address] [email_address] PSAQ instructions: 1. For each pair quickly select one group or the other best describes your personal style. Personal Style Assessment Questionnaire 2. Count the number of ‘1’s, ‘2’s, etc and then plot the graph. (Total should = 21) Conventional, self-controlled, even-tempered, self-directed  Entrepreneurial, materialistic, astute, hard-headed 2
  3. 3. [email_address] [email_address] Two peaks Two troughs
  4. 4. <ul><li>Sidney Sussex College </li></ul><ul><li>London Business School </li></ul>[email_address]
  5. 5. [email_address] [email_address] A defining moment: Charles Handy with the key to business success
  6. 6. Today’s talk <ul><li>The Best Sales Technique ever invented </li></ul><ul><li>Introduction on how to use it </li></ul><ul><li>“ Sell to the heart and not to the head” </li></ul><ul><li>“ We like those who are like ourselves” </li></ul>
  7. 7. The 7 core components of temperament <ul><li>1920 Rosanoff </li></ul><ul><ul><li>“ We are all slightly mad” </li></ul></ul><ul><ul><li>There are only 4 mental illnesses </li></ul></ul><ul><li>1935 Humm & Wadsworth 7 components </li></ul><ul><li>1993 Empathy Selling The new names </li></ul>
  8. 8. The 7 core components <ul><li>Communicate Mover </li></ul><ul><li>Security Double-checker </li></ul><ul><li>Material Success Hustler </li></ul><ul><li>Create Artist </li></ul><ul><li>Win Politician </li></ul><ul><li>Complete projects Engineer </li></ul><ul><li>Order Normal </li></ul>[email_address]
  9. 9. Caveat 1: 67% of individuals cluster around the average [email_address]
  10. 10. Caveat 2: Behaviour depends on many variables <ul><li>Family & upbringing </li></ul><ul><li>Education & training </li></ul><ul><li>Job experience & skills </li></ul><ul><li>Physique & health </li></ul><ul><li>Mental abilities </li></ul><ul><li>Interests </li></ul><ul><li>Situation </li></ul><ul><li>Temperament </li></ul>[email_address] About 1/2 rd of our choices affected by genes
  11. 11. Caveat 3: The 7 components are like a web with several strong and several weak strands [email_address]
  12. 12. ASPINIA – the brightest flower in the selling garden <ul><li>A ssume the sale </li></ul><ul><li>S ubordinate question </li></ul><ul><li>P hysical action </li></ul><ul><li>I nducement </li></ul><ul><li>N arrative </li></ul><ul><li>I mpending event </li></ul><ul><li>A sk for the order </li></ul>[email_address]
  13. 13. Mover <ul><li>Desire to communicate </li></ul><ul><li>Hi on Affiliation, extrovert </li></ul><ul><li>Active and dynamic </li></ul><ul><li>Cheerful and enthusiastic </li></ul><ul><li>Either black or white </li></ul><ul><li>Multi-taskers </li></ul><ul><li>Fluctuations in mood </li></ul>[email_address]  M = introverted, self-sufficient & independent
  14. 14. TOPDOG <ul><li>Talk </li></ul><ul><li>Organisation </li></ul><ul><li>Position </li></ul><ul><li>Dress </li></ul><ul><li>Office </li></ul><ul><li>Gambit </li></ul>[email_address]
  15. 15. Mover [email_address] <ul><li>Talk - Friendly, jokey </li></ul><ul><li>Organisation - Retailers </li></ul><ul><li>Position - Front counter </li></ul><ul><li>Dress - Casual, bright colours </li></ul><ul><li>Office - Messy </li></ul><ul><li>Gambit - late but friendly </li></ul>If women are so bloody perfect at multitasking, how come they can't have a headache and sex at the same time?
  16. 16. Mover Presentation techniques <ul><li>Team is the magic word </li></ul><ul><li>Repeated yes </li></ul><ul><li>Lots of enthusiasm </li></ul><ul><li>Friendly and informal </li></ul><ul><li>Group benefits </li></ul><ul><li>Minimize the detail </li></ul><ul><li>Meet other people in your organisation </li></ul><ul><li>Keep in constant contact </li></ul>[email_address]
  17. 17. Mover Commitment Technique <ul><li>Ask for the order </li></ul><ul><li>“ I promise I am going to ring you every day and won’t stop until you invest $50,000 in this fund.” </li></ul>[email_address]
  18. 18. Doublechecker <ul><li>Desire for security </li></ul><ul><li>Cautious, double checkers </li></ul><ul><li>Apprehensive and nervous </li></ul><ul><li>Compassionate and sympathetic </li></ul><ul><li>Pessimistic and critical </li></ul><ul><li>Low energy output but can show D drive </li></ul>[email_address]  D = High resilience, calm, composed, impulsive
  19. 19. Doublechecker [email_address] <ul><li>Talk - hypochondriacs </li></ul><ul><li>Organisation - Public service </li></ul><ul><li>Position - Administrator </li></ul><ul><li>Dress - Conservative, brown cardigans </li></ul><ul><li>Office - Magpies, photos of family or company </li></ul><ul><li>Gambit - Punctual and friendly </li></ul>
  20. 20. Double-Checker presentation techniques <ul><li>Reduce the risk </li></ul><ul><li>Slow, clear presentation </li></ul><ul><li>Ask for criticisms of present supplier </li></ul><ul><li>Instant replay </li></ul><ul><li>Counteract the pessimism with optimism </li></ul><ul><li>Meet on Monday morning </li></ul>[email_address]
  21. 21. Double-Checker Commitment Technique <ul><li>Assume the sale </li></ul><ul><li>“ The best strategy for low-risk investing is dollar cost averaging combined with diversification. You have $250,000 to invest. We will put $50,000 today into this BT Dividend Imputation fund and $200,000 into ING Cash. Then each month we will invest $50,000 in four other funds.” </li></ul>[email_address]
  22. 22. Engineer <ul><li>Desire to complete projects </li></ul><ul><li>Painstaking planners </li></ul><ul><li>Compulsive readers </li></ul><ul><li>Practical and objective </li></ul><ul><li>Dedicated enthusiasm </li></ul><ul><li>Hands-on operators </li></ul><ul><li>Process is everything </li></ul><ul><li>Poor at delegation </li></ul>[email_address]  E = Jump in, erratic, slipshod
  23. 23. Engineer [email_address] <ul><li>Talk - Monotonic </li></ul><ul><li>Organisation - Builders and developers </li></ul><ul><li>Position - Consultants </li></ul><ul><li>Dress - Pens in pocket </li></ul><ul><li>Office - Whiteboard, full bookshelves </li></ul><ul><li>Gambit - Punctual (?) and friendly </li></ul>“ Kevin Rudd does not believe a proposal is any good until he has personally approved it”, Annabelle Crabbe
  24. 24. Engineer Presentation Techniques <ul><li>Pre-arrange meetings </li></ul><ul><li>Wallow in the detail </li></ul><ul><li>Brochures & manuals </li></ul><ul><li>Test drive the product </li></ul><ul><li>Plan, task, project timetable </li></ul><ul><li>Clear and factual presentation </li></ul><ul><li>Feeling words: hot, cold, touch </li></ul>[email_address]
  25. 25. Engineer Commitment Technique <ul><li>Physical Action </li></ul><ul><li>“ Let us work out your most efficient investment strategy by working on this computer spreadsheet model together.” </li></ul>[email_address]
  26. 26. The First Sale <ul><li>Electricity Commission of NSW </li></ul><ul><li>IBM = Big Blue </li></ul><ul><li>Only account taken off IBM by ICL in the world!!! </li></ul>[email_address]
  27. 27. Artists <ul><li>Desire to create </li></ul><ul><li>Inarticulate, aloof and reserved </li></ul><ul><li>Self-conscious and over-sensitive </li></ul><ul><li>Stubborn and single-minded </li></ul><ul><li>Good visual imaginations </li></ul><ul><li>Individualistic: beat to a different drum </li></ul>[email_address]
  28. 28. Artists [email_address] <ul><li>Talk - Inarticulate </li></ul><ul><li>Organisation - Creative </li></ul><ul><li>Position - Design </li></ul><ul><li>Dress - Oddball </li></ul><ul><li>Office - Tasteful </li></ul><ul><li>Gambit - Punctual but formal </li></ul> A = down-to-earth, reliable, frank & outspoken
  29. 29. Artist Presentation Techniques <ul><li>Lots of visuals </li></ul><ul><li>Visual words: look, see </li></ul><ul><li>One on one </li></ul><ul><li>Long, slow sale </li></ul><ul><li>Imagine .... </li></ul><ul><li>Sincerity & sensitivity </li></ul><ul><li>Don’t be pushy </li></ul>[email_address] <ul><li>She arrives alone without an entourage </li></ul><ul><li>Her English is surprisingly hesitant </li></ul><ul><li>Photography is a private passion </li></ul><ul><li>Penelope is very reserved: Almodóvar </li></ul>
  30. 30. Artist Commitment Technique <ul><li>Impending Event </li></ul><ul><li>“ Imagine how bad you would feel if you failed to get the maximum tax deduction by missing the June 30 cut off date. As you can imagine there will be a rush of people at the end of financial year trying to get this deal; look, we must get started now.” </li></ul>[email_address]
  31. 31. The First Book Sale [email_address]
  32. 32. Politicians <ul><li>Desire to win </li></ul><ul><li>Competitive and assertive </li></ul><ul><li>Persistent and tenacious </li></ul><ul><li>Defend fixed ideas skillfully </li></ul><ul><li>Suspicious </li></ul>[email_address]  P = likable, relaxed, balanced
  33. 33. Politician [email_address] <ul><li>Talk - I-I-I </li></ul><ul><li>Organisation - Big </li></ul><ul><li>Position - Manager </li></ul><ul><li>Dress - Power </li></ul><ul><li>Office - Big, degrees on wall </li></ul><ul><li>Gambit - Late but formal </li></ul>
  34. 34. Politician Presentation Techniques <ul><li>Large organisation reference sales </li></ul><ul><li>Auditory words: listen, hear, sound </li></ul><ul><li>Flattery, status, prestige </li></ul><ul><li>Ask for their help </li></ul><ul><li>Sow the seeds & let them germinate </li></ul><ul><li>Minor point closes </li></ul>[email_address]
  35. 35. Politician Commitment Technique <ul><li>Subordinate Question </li></ul><ul><li>“ Do you want use BT as your fund manager or Westpac?” </li></ul>[email_address]
  36. 36. Normal <ul><li>Desire for order </li></ul><ul><li>Co-operative and law abiding </li></ul><ul><li>Mature and self-controlled </li></ul><ul><li>Consistent and rational (boring?) </li></ul><ul><li>Self reliant and confident </li></ul><ul><li>Unemotional (cold fish?) </li></ul><ul><li>Increases with age </li></ul><ul><li>Soluble “In vino veritas” </li></ul>[email_address]  N = Adaptable, rule breaker, carpe diem
  37. 37. Normal <ul><li>Talk - Logical, rational </li></ul><ul><li>Organisation - Professional </li></ul><ul><li>Position - Accountant/CoSec </li></ul><ul><li>Dress - Conservative pinstripes </li></ul><ul><li>Office - Neat and tidy </li></ul><ul><li>Gambit - Punctual and formal </li></ul>[email_address]
  38. 38. Normal Presentation Techniques <ul><li>Reference sales </li></ul><ul><li>Logically ... </li></ul><ul><li>Business cards & brochures </li></ul><ul><li>Observe formalities </li></ul><ul><li>Agendas & action plans </li></ul><ul><li>Instant replay </li></ul><ul><li>Contain emotion </li></ul>[email_address]
  39. 39. Normal Commitment Technique <ul><li>Narrative Close </li></ul><ul><li>“ We have agreed you need to diversify your superfund and have some equity component and that you need a medium growth, low risk fund. We have considered three managers and the best long term performer is … So logically we should invest …” </li></ul>[email_address]
  40. 40. Hustler <ul><li>Desire for more </li></ul><ul><li>Empathetic & Charming </li></ul><ul><li>Astute, good financial acumen </li></ul><ul><li>Love of gambling and excitement </li></ul><ul><li>Winners and losers </li></ul><ul><li>Opportunistic </li></ul><ul><li>Self-interest: WIIFM </li></ul>[email_address]
  41. 41. Hustler [email_address] <ul><li>Talk - Money, name dropper </li></ul><ul><li>Organisation - Wholesalers </li></ul><ul><li>Position - Brokers and agents </li></ul><ul><li>Dress – Flashy, red & gold </li></ul><ul><li>Office – Showy and glitszy </li></ul><ul><li>Gambit - Punctual and friendly </li></ul>
  42. 42. Hustler Presentation Technique <ul><li>Dress like a winner </li></ul><ul><li>Name drop </li></ul><ul><li>Talk money </li></ul><ul><li>Immediate & personal gains </li></ul><ul><li>Expensive restaurants </li></ul><ul><li>Negotiate special terms </li></ul><ul><li>Signature on binding contract </li></ul>[email_address]
  43. 43. Hustler Commitment Technique <ul><li>Inducement </li></ul><ul><li>“ I would only do this for a special client but if you agree to sign up I am going get my manager in here and ask if we can put you on our list as a wholesale rather than a retail client and so get the best deals on fees.” </li></ul>[email_address]
  44. 44. [email_address] Playing squash for $1000 a point!!
  45. 45. 3 presentation strategies & which close? <ul><li>Chief Executive Officer </li></ul><ul><li>Chief Financial Officer </li></ul><ul><li>Administration Manager </li></ul><ul><li>Personnel Manager </li></ul><ul><li>Production Manager </li></ul><ul><li>Marketing Manager </li></ul><ul><li>Sales Manager </li></ul>[email_address]
  46. 46. [email_address]
  47. 47. [email_address]
  48. 48. Go watch these three videos about using the Humm <ul><li>Robert Colquhoun </li></ul><ul><li>Ian Neal </li></ul><ul><li>Larry Gartenstein </li></ul>[email_address]
  49. 49. One final warning [email_address]
  50. 50. Action Plan <ul><li>Do the quick quiz at </li></ul><ul><li>Read Empathy Selling </li></ul><ul><li>Work out a pitch for each of the 7 closes </li></ul><ul><li>Create your own cheat sheet </li></ul><ul><li>Jointly analyse some people such as politicians, well known business people, etc. </li></ul><ul><li>Buy The Humm Handbook </li></ul><ul><li>Invest in a workshop for your staff </li></ul>[email_address]
  51. 51. Feedback from Seminars <ul><li>November 2010 70 pax “We thoroughly enjoyed your presentation.” Ray Doyle General Manager Victoria </li></ul><ul><li>March 2011 50 pax “We received very positive feed back from our members and guests..” Penelope Williamson General Manager WA & NT </li></ul>[email_address]