Convince Me! – Why Should I Buy?

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Everyone sells, even you. Learn a simple, easy way to sell by thinking like a buyer, not a seller. Every sales cycle has four phases, but learn why the second one – educating your buyer – can make or break the deal. The 5 step CM! process gives you a toolbox full of ideas on how to become a convincing expert.

For audio and slides, go to http://theideamechanic.com/convince-me-indieconf-2010-soundslides

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  • • I’m not a sales guy, I’m more like a sales engineer: I help people sell\n• I started out as a machinist, got a degree in Mechanical Engineering, went to work for John Deere\n• At Deere I started working with the “Internet” in 1984, just as DNS came online and MILNET was split off from the ARPANET to later become DDN ... and eventually become the Internet\n• I’ve been involved with IP & network apps ever since\n• Before I went independent I worked at Cisco for about 10 years\n
  • • Creative Commons license\n
  • • Notice the progress meter\n
  • • An interesting statistic\n
  • • Everyone - that means you\n• Even if you try, you can’t NOT sell ...\n
  • • Only (3) things can be sold: a product, a service, or a point-of-view\n
  • • CM! is simple\n
  • • CM! looks at selling differently\n
  • • CM! just works\n
  • • Take one of my education cards up front\n
  • • That’s all you need\n• The rest of the session is just tips and insights\n
  • • Let’s talk first about thinking and selling before we focus on convincing\n
  • • Burn this into your brain and never forget it\n
  • • Why? Do I need it? Do I want it? Do I know I need/want it?\n• Steve Jobs knows how to push the “I GOTTA have that” button.\n
  • • Think like a buyer. What’s in it for me? \n
  • • I buy to satisfy a need or a want\n
  • • Why should I trust you if you really don’t know me ... ?\n
  • \n
  • • There’s a ton of different models for selling\n• Do you have one in mind? No? This one is simple.\n
  • • I look at selling as (4) phases: find, educate, close, foster\n
  • • The first phase: find prospects\n• It’s all about reach and awareness\n
  • • A few tips\n
  • \n
  • • Educating has 5 steps\n• We’ll go in to those in a few minutes\n
  • • Closing is controversial? Well, I don’t think so.\n• Pull, don’t push\n
  • • If you have’t seen these, check them out (Johnson Automotive)\n• They are exactly what you DON’T want to do\n
  • • A good sales person spends most of their time here\n• Selling is not a one time experience\n• You want repeat customers, not one-time hits\n
  • • A few tips\n
  • • Let’s talk about convincing in more detail\n
  • • You need a plan\n
  • • Until you know me we’re not going anywhere\n
  • • The most valuable tools in your toolbox\n• Rudyard Kipling’s helpers\n• Know more than the story, know the backstory too\n
  • • I’m the buyer, I’m at my point A\n• You’re the seller, you’re at point B\n• How are you going to get ME from my point A to your point B?\n
  • • Think back to WII-FM\n• Why should I get in the car with you?\n
  • • Think of points on the route\n• Do you know my (the buyer’s) hot buttons: features, functionality, value, ... ?\n
  • • Who’s in the car? Techs, managers, CIO, decision makers, project managers?\n
  • • It depends on investment and risk\n• I’ll spend more (time and money) when the stakes are higher - $5 vs. $5m\n
  • • Set my expectations, match the time and money I can spend\n
  • • A scenario is not to predict the future, only be prepared for possible alternate futures\n
  • • A great book, it gets you thinking\n
  • • Scenarios help you prepare for the unexpected\n
  • • My favorite part of convincing\n
  • • There is WAY too much about stories and storytelling today to cover\n• I teach a separate class on just that topic\n
  • • We think, talk, and remember in stories.\n• “Mommy, Daddy ... tell me a story.”\n
  • • Dan Roam ‘Back of the Napkin”\n• Bottom up - We “think” from low brain to high brain\n
  • • Tell me a story, tell me YOUR story\n• How Bob dished my resume\n
  • • Unique, different\n
  • • So you know MY story, what’s your story?\n• Better yet, what’s OUR story?\n• Our story is like a Venn diagram of overlapping circles (I expect your story to match mine perfectly)\n• I listed these from the bottom up for a purpose. I’ll show you why in a couple more slides.\n
  • • 5 words, 5 sentences, 5 minutes?\n• You might enjoy my post\n
  • • Write the story independent of how you tell it\n• Tell it based on your time and place\n
  • • My story\n
  • • My business’s story\n
  • • Elements of a good story\n• Emotional stories are memorable stories\n
  • • I always thought real-ware from vapor-ware should be clearly distinguished\n
  • • How a geek looks at storytelling\n
  • • Fill in the analogies\n
  • • A good story should lead to one or several conversations\n
  • • Think back to RSS feeds, email lists, blogs - they’re a way to subscribe to a stream of stories (and comment)\n
  • • A good story\n
  • \n
  • • Great story, why should I believe it?\n
  • • You’re only an expert in some thing to some point\n• Don’t make me dumb to make you smart\n
  • • 3 Stages of ACCEPTING PROOF - #1\n
  • • 3 Stages of ACCEPTING PROOF - #2\n• So far what you’ve always told me checks out\n
  • • 3 Stages of ACCEPTING PROOF - #3\n• You have become my trusted advisor\n• Think back to the “Foster” phase of selling, you need that trust level to shrink the sales cycle time\n
  • • You can persuade me. Don’t badger me. I’ll convince myself.\n
  • • Nothing proves the truth like a convincing demonstration\n
  • • Customer success stories are great\n• Susan Boyle on YouTube went viral\n
  • \n
  • • Human nature: we have to touch things\n• Tell a person there’s wet paint on the park bench ...\n
  • • It’s an experience\n
  • • Heck, everyone test drives a car before they buy\n
  • • The trouble with education is often the subject doesn’t seem real to students\n• At an SE appreciation event, we DROVE NASCARs. Wow!\n\n
  • • Good. Better. Best.\n• Can you think of one?\n• A corner street performer – like in Italy\n
  • • Fans at a Walnut Creek concert – Rascal Flatts\n
  • • Back to driving, not watching NASCAR\n
  • • They experienced QOS first hand\n
  • • The tipping point\n
  • • No questions is not (well, rarely) good\n
  • • If I ask I’m interested\n• If I’m concerned, I’m probably trying to figure out the implementation details\n
  • • ALWAYS leave them with a way they can learn more. They may decide later, not now.\n
  • • Don’t treat me like I’m not here\n
  • • You don’t need 2 hours surveys\n
  • • You only need (2) questions\n
  • • Put your guarantee in writing\n• Don’t be scared, don’t you believe in what you’re saying?\n
  • • Sometimes you can’t win. Know when to politely move on to the next prospect\n
  • • This is really your goal: a SMART buyer \n
  • • A SMART buyer is your best seller. You can’t afford to NOT hire them.\n
  • \n
  • • So, this is the only thing you need to remember from today\n• Make sure you grab a card from up front\n
  • • Remember, I said always give them a way they can learn more ...\n
  • • Go to http://theideamechanic.com and subscribe\n
  • • Oh you were probably going to ask ...\n
  • • Now they’re slides, after I add the audio from today in it will be a slidecast\n
  • \n
  • Convince Me! – Why Should I Buy?

    1. 1. Doug Foster the Idea Mechanics Why should I buy what you’re selling? Convince Me! @theideamechanic
    2. 2. This presentation and performance by Doug Foster at indieconf 2010 on 13Nov10 is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 United States License. Permissions beyond the scope of this license may be available at http://theideamechanic.com/contact.
    3. 3. Think Sell Plan Tell Show Try SatisfyIntro Wrap Intro
    4. 4. Think Sell Plan Tell Show Try SatisfyIntro Wrap 6.7 billion people sell something every day
    5. 5. Think Sell Plan Tell Show Try SatisfyIntro Wrap Everyone sells, even you
    6. 6. Think Sell Plan Tell Show Try SatisfyIntro Wrap What do you sell? Product Service Point-of-view
    7. 7. Think Sell Plan Tell Show Try SatisfyIntro Wrap If you don’t know how to sell ...
    8. 8. Think Sell Plan Tell Show Try SatisfyIntro Wrap ... or if you do know how to sell ...
    9. 9. Think Sell Plan Tell Show Try SatisfyIntro Wrap ... this is an easy, simple way to sell.
    10. 10. Think Sell Plan Tell Show Try SatisfyIntro Wrap Selling and convincing ... Plan the trip Tell your story Show proof Try it Satisfy completely Foster Close Educate Find
    11. 11. Think Sell Plan Tell Show Try SatisfyIntro Wrap That’s it We’re done Go home
    12. 12. Think
    13. 13. Think Sell Plan Tell Show Try SatisfyIntro Wrap Don’t think like a seller. Think like a buyer.
    14. 14. Think Sell Plan Tell Show Try SatisfyIntro Wrap Why should I buy what you’re selling?
    15. 15. Think Sell Plan Tell Show Try SatisfyIntro Wrap WII-FM What’s In It – For Me?
    16. 16. Think Sell Plan Tell Show Try SatisfyIntro Wrap Money? Time? Leverage? Security?
    17. 17. Think Sell Plan Tell Show Try SatisfyIntro Wrap You must know My industry My business My pain
    18. 18. Sell
    19. 19. Think Sell Plan Tell Show Try SatisfyIntro Wrap How do you sell?
    20. 20. Think Sell Plan Tell Show Try SatisfyIntro Wrap Selling and convincing ... Plan the trip Tell your story Show proof Try it Satisfy completely Foster Close Educate Find
    21. 21. Think Sell Plan Tell Show Try SatisfyIntro Wrap Find Talk Hang out Network Subscribe Get social
    22. 22. Think Sell Plan Tell Show Try SatisfyIntro Wrap Find Talk (like today) Hang out (watering holes) Network (TIMA) Subscribe (RSS, MailChimp) Get social (Tweet)
    23. 23. Think Sell Plan Tell Show Try SatisfyIntro Wrap Educate Plan Tell Show Try Satisfy
    24. 24. Think Sell Plan Tell Show Try SatisfyIntro Wrap Educate Plan Tell Show Try Satisfy Selling and convincing ... Plan the trip Tell your story Show proof Try it Satisfy completely Foster Close Educate Find
    25. 25. Think Sell Plan Tell Show Try SatisfyIntro Wrap Close Deciding is logical Buying is emotional I’ll convince me No buyer’s remorse Don’t badger
    26. 26. Think Sell Plan Tell Show Try SatisfyIntro Wrap Close Grady the Badger http://www.youtube.com/watch?v=A9maS_7rrkY
    27. 27. Think Sell Plan Tell Show Try SatisfyIntro Wrap Foster Ask Listen FYI Deliver Fix
    28. 28. Think Sell Plan Tell Show Try SatisfyIntro Wrap Foster Ask (don’t assume) Listen (more than you talk) FYI (keep thinking of me) Deliver (expectations) Fix (things will go wrong)
    29. 29. Plan Selling and convincing ... Plan the trip Tell your story Show proof Try it Satisfy completely Foster Close Educate Find
    30. 30. Think Sell Plan Tell Show Try SatisfyIntro Wrap “If you don't know where you're going, you'll wind up somewhere else.” Yogi Berra
    31. 31. Think Sell Plan Tell Show Try SatisfyIntro Wrap Know me, know my story, know my backstory
    32. 32. Think Sell Plan Tell Show Try SatisfyIntro Wrap Know my story How/why When Where How much Who/what
    33. 33. Think Sell Plan Tell Show Try SatisfyIntro Wrap Plan the trip My Point A Your Point B (buyer) (seller)
    34. 34. Think Sell Plan Tell Show Try SatisfyIntro Wrap Why should I make the trip?
    35. 35. Think Sell Plan Tell Show Try SatisfyIntro Wrap What will I see? You know my points of interest, right?
    36. 36. Think Sell Plan Tell Show Try SatisfyIntro Wrap Who’s along for the ride?
    37. 37. Think Sell Plan Tell Show Try SatisfyIntro Wrap I only have so much money and so much time
    38. 38. Think Sell Plan Tell Show Try SatisfyIntro Wrap Are we going down the street or around the world?
    39. 39. Think Sell Plan Tell Show Try SatisfyIntro Wrap Scenarios are powerful planning tools
    40. 40. Think Sell Plan Tell Show Try SatisfyIntro Wrap “The Art of the Long View”
    41. 41. Think Sell Plan Tell Show Try SatisfyIntro Wrap Plan alternate routes for roadblocks, shortcuts ...
    42. 42. Tell Selling and convincing ... Plan the trip Tell your story Show proof Try it Satisfy completely Foster Close Educate Find
    43. 43. Think Sell Plan Tell Show Try SatisfyIntro Wrap Short Stories that Sell™
    44. 44. Think Sell Plan Tell Show Try SatisfyIntro Wrap Our brains are wired for stories (and pictures)
    45. 45. Think Sell Plan Tell Show Try SatisfyIntro Wrap Low brain High brain
    46. 46. Think Sell Plan Tell Show Try SatisfyIntro Wrap I want to know YOUR story
    47. 47. Think Sell Plan Tell Show Try SatisfyIntro Wrap Your story should be unlike any other
    48. 48. Think Sell Plan Tell Show Try SatisfyIntro Wrap What’s (y)our story How/why When Where How much Who/what •
    49. 49. Think Sell Plan Tell Show Try SatisfyIntro Wrap Fit the story to the location and situation http://theideamechanic.com/short-stories- that-sell-so-what-do-you-do/
    50. 50. Think Sell Plan Tell Show Try SatisfyIntro Wrap Elevator pitch? Short stories? Chat? Seminar? Meeting?
    51. 51. Think Sell Plan Tell Show Try SatisfyIntro Wrap I help people sell http://theideamechanic.com
    52. 52. Think Sell Plan Tell Show Try SatisfyIntro Wrap Stories Demonstrations Experiences We help people sell http://theideamechanics.com
    53. 53. Think Sell Plan Tell Show Try SatisfyIntro Wrap A good story Length, width, depth Memorable Invokes emotion
    54. 54. Think Sell Plan Tell Show Try SatisfyIntro Wrap What’s an idea? What works now? Tell the truth
    55. 55. Think Sell Plan Tell Show Try SatisfyIntro Wrap 7 layers of how to tell a story
    56. 56. Think Sell Plan Tell Show Try SatisfyIntro Wrap Application Purpose, conversation Session Media, audio, video Transport Delivery: best effort or guaranteed Network Payload, message Link 1:many, 1:few, 1:1 Physical Location, medium connects locations, topology
    57. 57. Think Sell Plan Tell Show Try SatisfyIntro Wrap Your goal is to start a conversation
    58. 58. Think Sell Plan Tell Show Try SatisfyIntro Wrap Conversations are threaded with interactive stories
    59. 59. Think Sell Plan Tell Show Try SatisfyIntro Wrap 160,000 IP phones in 10 minutes
    60. 60. Show Selling and convincing ... Plan the trip Tell your story Show proof Try it Satisfy completely Foster Close Educate Find
    61. 61. Think Sell Plan Tell Show Try SatisfyIntro Wrap Why should I believe you?
    62. 62. Think Sell Plan Tell Show Try SatisfyIntro Wrap Careful, maybe I’m (really) smarter than you
    63. 63. Think Sell Plan Tell Show Try SatisfyIntro Wrap #1 “Now I get it” How it works Under the hood To what degree
    64. 64. Think Sell Plan Tell Show Try SatisfyIntro Wrap #2 “I believe” I have faith
    65. 65. Think Sell Plan Tell Show Try SatisfyIntro Wrap #3 “I trust” You have told me repeated truths
    66. 66. Think Sell Plan Tell Show Try SatisfyIntro Wrap Persuade me with a quantitative, logical, rational argument
    67. 67. Think Sell Plan Tell Show Try SatisfyIntro Wrap Demonstrate Seeing is believing No smoke & mirrors Works vs. Idea
    68. 68. Think Sell Plan Tell Show Try SatisfyIntro Wrap Success story 1st hand is best 2nd hand is good Make it viral?
    69. 69. Try Selling and convincing ... Plan the trip Tell your story Show proof Try it Satisfy completely Foster Close Educate Find
    70. 70. Think Sell Plan Tell Show Try SatisfyIntro Wrap If seeing is believing, then trying is buying.
    71. 71. Think Sell Plan Tell Show Try SatisfyIntro Wrap Sensory, emotional An event you can smell, touch, taste, hear, see, feel
    72. 72. Think Sell Plan Tell Show Try SatisfyIntro Wrap An engaging experience (dance, don’t watch)
    73. 73. Think Sell Plan Tell Show Try SatisfyIntro Wrap Make it Real Make it a WOW!™
    74. 74. Think Sell Plan Tell Show Try SatisfyIntro Wrap Good A crowd experience (random gathering)
    75. 75. Think Sell Plan Tell Show Try SatisfyIntro Wrap Better A community of interest experience
    76. 76. Think Sell Plan Tell Show Try SatisfyIntro Wrap Best A personal experience
    77. 77. Think Sell Plan Tell Show Try SatisfyIntro Wrap VoIP for the Navy
    78. 78. Satisfy Selling and convincing ... Plan the trip Tell your story Show proof Try it Satisfy completely Foster Close Educate Find
    79. 79. Think Sell Plan Tell Show Try SatisfyIntro Wrap Questions are good Good conversations have questions, even tough ones
    80. 80. Think Sell Plan Tell Show Try SatisfyIntro Wrap Concerns are great I’m sharing,not hiding them
    81. 81. Think Sell Plan Tell Show Try SatisfyIntro Wrap I need more. Where/ how can I learn more?
    82. 82. Think Sell Plan Tell Show Try SatisfyIntro Wrap Ask me Listen to me Respond directly
    83. 83. Think Sell Plan Tell Show Try SatisfyIntro Wrap How do you I measure success?
    84. 84. Think Sell Plan Tell Show Try SatisfyIntro Wrap Only 2 questions Did I buy? Would I buy again?
    85. 85. Think Sell Plan Tell Show Try SatisfyIntro Wrap What if I’m not satisfied?
    86. 86. Think Sell Plan Tell Show Try SatisfyIntro Wrap Some people are never satisfied
    87. 87. Think Sell Plan Tell Show Try SatisfyIntro Wrap A SMART buyer Satisfied Motivated Advocate who is Remorseless Trusting
    88. 88. Think Sell Plan Tell Show Try SatisfyIntro Wrap A SMART buyer is your best seller
    89. 89. Wrap
    90. 90. Think Sell Plan Tell Show Try SatisfyIntro Wrap Selling and convincing ... Plan the trip Tell your story Show proof Try it Satisfy completely Foster Close Educate Find
    91. 91. Think Sell Plan Tell Show Try SatisfyIntro Wrap Where can I learn more?
    92. 92. Think Sell Plan Tell Show Try SatisfyIntro Wrap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
    93. 93. Think Sell Plan Tell Show Try SatisfyIntro Wrap Where are the slides?
    94. 94. Think Sell Plan Tell Show Try SatisfyIntro Wrap http://slideshare.net/theideamechanic/Convince-Me- Why-Should-I-Buy-indieconf-2010
    95. 95. Think Sell Plan Tell Show Try SatisfyIntro Wrap Thanks! !""#$%%"!&'(&)*&+!),'+-.+/* 011234536)7,)8(39( :)87;34:33<1=02>20?@3 A/BC3D/-"&8 E0E.212.F200 (/BCG"!&'(&)*&+!),'+-.+/* HI7#&;3JK'""&8$3"!&'(&)*&+!),'+
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