Help desk experience – revenue model focusedeveryone in the company on product USAGE.no usage, no revenue
went into sales in 19757500 hours of helping people work smarter with our productprospect – tell job title story– more in first 5 months - #1 = top of ranking report1976 “promoted” to management – sent from LA to NJhero to ZERO – bottom ranking of manager report – OUCH!rookie sales trainer – PSS – can’t teach rapport
Philadelphia – 80/20 - SPIN project at Xerox & XCSEagles & JourneymenStudy top 20%, Codify and institutionalize best selling practices“Holy Grail” of sales productivity improvementInvented 9 boxes as accurate solution configuratorhired connectors & taught them to be competentbranch of the year – quota, revenue, profits, DSOpromoted to HQ
Founded Bosworth Selling Systems which became Solution SellingStephen Covey definition of trust – Sincere + Competent“Can’t teach sincere” – built a competency methodology to help bottom 80%Buyer specific Diagnose/Prescribe was born Pain, No ProspectIt all made sense; even appealed to meBased on left brain logic – world adoptedsales process industry evolved – CRM, many productivity firms
Published Solution Selling, Creating Buyers in Difficult Selling MarketsBegan competency training for large organizations like IBM & MSSS organization grew to 75 providers#1 complaint – ‘my top people love it, the bottom 80% quit using 2 weeks after the workshop’many rationalizations, intellectual arrogance, never figured out why they struggledI guess it was because I THOUGHT I WAS RIGHT all those years!No visible improvement to 80/20Even in mid 90’s only 46% of B2B IT sellers made quotaTHEN, 2008
87/13 – Are you kidding?!?Got into training - help the bottom 80%Diagnose, Prescribe was the model (logic)After 30 yrs, learned didn’t help the bottom 80%SHOCK – NUMB - REALIZATION….DEPRESSINGTop 13% sellers are connected. Connected in their ability to get a buyer to emotionally decide, “whatever this person is selling, I want to buy it.” Connected in their ability to influence change.
Had to move on – go do something about this…let go of everything.We asked: Why? What’s wrong? Reflected on my own 9 boxes? I never used myselfBegan research project - Story Leaders was bornben & I left the ‘old science’ behind and ventured out on a new wayTop 13% sellers are connected. Connected in their ability to get a buyer to emotionally decide, “whatever this person is selling, I want to buy it.” Connected in their ability to influence change.
why story?190,000 years – mostly oral - friends, enemies, culture, tradition, ancestors, medicine, foodwe remember stories, we don’t remember facts“stories are how we make sense of the events of our lives” – Dr. Daniel Siegel
lizard brain is strongest, then limbic brain, human brain smartest but weakestlimbic system contains emotions – love, hate, trust, shame, guilt, anger, fear, grief, excitement, joyintuitional decision to like, trust, take a leap of faith neocortex – human brain – smartest but weakestlanguage around our emotions, narrative around our experiences, logic around our decisions
Left: Linear,Logical,Language,Reasoning,Skeptical,#’s & Facts,Emotionally Neutral,Needs more Information!Right: creative/imaginative, non-verbal signals, social cognition, fills in gaps with intuition, path to senses, path to limbic, holisticRight: pictures, images, metaphorsWOMEN have a better connector between right and left
Integrating story with Brain Sciencemirror neuronsempathy learning through imitationproblems with lead to autism – aspbergersWhy do sports fans feel so emotionally invested in the game, reacting almost as if they were part of the game themselves? According to provocative discoveries in brain imaging, inside our heads we constantly "act out" and imitate whatever activity we're observing. Our so-called "mirror neurons" help us understand the actions of others and prime us to imitate what we see.
takes us from an active to a passive mode of consciousnessthe critical left brain shuts down“a story – I don’t have to DO anything, DECIDE anything, I can just enjoyYET, it might be IMPORTANT
Studying: What drives us. Story & emotionsBrain Science, totally new stuff OMGWe’re TRAINERS, we can decode story learn it, teach it.People could learn as a tool, not have to go thru transformation [cloud app]Boy were we wrongTook a lot longerStudying the whole time, reinforcing new way
At this point, in 2010 we could teach people to build and tell stories BUT we still had not broken the codeCard system – screen writer
Experienced something completely new in a workshop 2010John BURKE - USING STORY AS MEANSSHIFTED OUR FOCUS TO Tending – that was this is all about. The deep EMOTION connectionWow -- moment of what was possibleBigger than story tellingWhat happens when someone gets their story tended to. That is selling
Listen with our whole being
To gain an emotional connection, buyer must feel comfortable enough to reveal something about themselvesTo feel comfortable enough to reveal, the seller must have revealed something about themselves firstTo reveal something about themselves, seller must have the courage to be vulnerable first
We being our workshops with your company storyAsk senior: if I went with 10 different reps and asked each of themto tell the company story, how many different stories would I hear?Lots of moving parts…2010we thought we had something sellable – TEACHING STORY TELLING
today we know that Top sellers are both connected and competent. Competent in their knowledge of their buyer’s world, the buyer’s use of their offering and competent in their selling processConnected in their ability to get a buyer to emotionally decide, “whatever this person is selling, I want to buy it.” Connected in their ability to influence change.The biggest value to be gained in my opinion is the ‘middle 60%’ – those who are already competent, yet still struggling to make their numbers.
right now we are working with innovators, people who are willing to take a leap of faith
The Storyboard The Point What is the Morale? What is the Message? A Belief? Turning Point LIMBIC-TO-LIMBIC What’s the Ah-Ha? Prompted Change? A Light-bulb? Complication CLIMAX Resolution Challenges? What’s the New Way? Dumbass? How addressed? Resistance to Change? How it ends? THE REVEAL / HUMAN OUTCOME Setting When/Where? Character?How does the Journey Begin? THE SET UP
2010 – Story TENDINGCommunion “What I’m hearing you say…”Reflect “Let me see if I’ve got you,…”Relate “I think I understand how you feel because…”Resonate “I can imagine how you felt when…”Evoke “What does that remind you of?”
Seller’s Story Inventory Who I Have Helped Who I Am Who I Represent Personal lessons learned
Stories Facilitate Buying Influence Action Story What is Vision possible story Buyer’s Needs Story 2 Minute Trust Story 15 Second Curious Story Latent
Final thoughts…• No connection, no buyer story• No buyer story, no trust• No trust, no ability to build respect• No buyer respect, no ability to influence change• No ability to influence change, bottom 87% Corporate buyers still need bottom 87% sellers to fill columns