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Selling Skills Institute
“Inspiring Sales Greatness”
Break through self-imposed limitations
Reprogram negative thoughts
Practice possibility thinking
Transform the voice within
Examine your beliefs
If you want to make changes in your results, you must
not just change your actions, you must first change
Rapport Ground rules Decision maker
Approval process Buying motive Change motive
Money tolerance Proof step Close step
1 2 3
Rapport, Credibility and Trust1
Close / Next Step9
A customer-oriented sales approach that
uses truthful strategies to uncover
additional opportunities from existing
“Price is what you pay.
Value is what you
get in return.”
Warren Buffett, Businessman
Value is unique to each customer
People buy what they think a product or
service will do for them (Advantages)
We all tune in to “WIF-FM” for our motivation
How Do You Define Value?
“The customer’s answer to the questions:
WHY IS THIS WORTH IT?
HOW WILL I BENEFIT?
Value is Created by Resolving
What customers need to grow their businesses.
What customers need to address, resolve and
achieve business objectives.
Difficulties that prevent them from being able to
satisfactorily deal with or resolve business issues.
What does a customer give up
when they decide NOT to buy
What is a Value Proposition?
Describes how you create value for others. Without a
compelling value proposition, you are ordinary and
disposable – a commodity in the eyes of the
customer. With a value proposition, you are unique
The Ideal Value Proposition
Appeals to the customers strongest buying motives.
It is an irresistible offer- an invitation so
compelling and attractive that the customer
would have to be out of his or her mind to refuse
Three C’s of a Value Proposition
Consequence on your performance without a
compelling value proposition…a maze leading to the
world of communization.
What is a Value Proposition Statement?
Reasons why customers should buy from you
How your value exceeds that of your
Why your offering is worthy of the price they
Confirm the Compelling Reason to Buy YES NO
Does the customer have a compelling reason to buy?
Do you know what it is?
Do you know what differentiates DP from its competition?
Do you know who the key decision maker is?
Do you have access to the key decision makers?
Do you understand how the decision will be made?
Do you understand why the customer would change their
current relationship and do business with DP?
Are there potential consequences to your customer if they
decide to remain status quo?
People Make Emotional Buying
Decisions for Logical Reasons.
There are two levers that motivate buying decisions:
People buy to move toward pleasure or gain –
Something that makes them feel better.
People buy to move away from pain – Something
that causes emotional stress, discomfort or
Buying decisions are seldom logical, predictable or even conscious. People are
emotional buyers and just about every buying decision is flushed through an
emotional thought funnel. People buy emotionally with minimal logical justification.
"We will do more to avoid pain than to
gain pleasure.” - Sigmund Freud
Having a vision of an outcome and then, without
using force, argument, or coercion, motivating
people to make the vision a reality.” Influence
grows out of well nurtured relationships
To undertake a course of action or embrace
a point of view by means of argument,
reasoning, or collaboration.
Shrewd or devious actions, especially for one’s
own advantage. Manipulating does not work
in the long run because there can be no
ongoing trust or relationship with the
What is the single difference between
influence, persuasion and
Intention is the only clearly definable element that separates
manipulation from influence and persuasion.
Persuasion and influence simply don’t work long term when it
is focused on serving only you. You MUST have the best
interests of those you will persuade and influence in mind.
How to Successfully Influence and Persuade
Get the other person’s perspective. Ask for input and feedback.
Acknowledge their perspective. You may not agree or share their beliefs or concerns, but
you can acknowledge that you understand how they feel.
Speak to their interests. Once you know more about their issues and concerns, you can
help them self-discover a different perspective.
Stating. Make a direct statement of need or opinion. Be confident, certain and positive.
Logical persuading. Use logic or evidence to explain or justify a position and rely on
knowledge or expertise to present factual reasons to support your position.
Appeal to values and emotions. Inspire cooperation by making an appeal to a person’s
values and emotions.
Exchanging. Give someone something of value to influence an individual in return for what
Alliance building. Get a group together to accomplish a common goal that could not be
completed by a single person.
How to Successfully Influence and Persuade
Reciprocation – People are more willing to comply with request for favors, services,
information, and concessions from those who have provided such things first
Social validation - We determine what is right or wrong by finding out what other people
think is right or wrong. The idea is that if everyone is doing something it is probably the
correct thing to do
Scarcity – People find objects and opportunities more attractive to the degree that they
are scarce, rare, or dwindling in availability
Appealing to values - Inspire cooperation by making an appeal to a person’s values and
emotions. Show enthusiasm, commitment, dedication and passion. Be motivational or
inspirational and speak in terms of achievement, quality or other desired values
Liking and Friendship – People prefer to say YES to those they know and like. Develop a
comfortable relationship with the people you wish to influence and persuade. Make sure
that they feel at ease with you and open to talk to you about issues that are of concern to
them. Be a good listener and show that you appreciate their friendships.
Cost Price Value
The cost of your product
or service is the amount
you invest to produce it.
The price is the financial
reward for providing the
product or service.
The value is what your
client believes the
product or service is
worth to them.
Knowing the Difference Between Value and Price Can
Help You Increase Profits.
To maximize your profitability, find out:
What advantages/benefits your clients gain from using your products and services.
The criteria your clients use for making buying decisions.
What value your clients place on receiving the advantages/benefits they receive.
FEATURE: A fact or a characteristic of a product or service.
ADVANTAGE: Something that makes your product/service better than that of your competitor’s
BENEFIT: What the customer is looking for [needs/wants] or something that will help your customer in
getting the job done, easier or better or faster.
A value proposition defines the “Big Problem” that your company is in business to
solve. And it states the business result that your product or service provides for the
Write down your value proposition:
Selling Skills Institute’s Value Proposition
The Selling Skills Institute is a Massachusetts sales training company. Our training
methodology is based on a proprietary model called Shift Thinking. Our proven
process helps salespeople, break through self-limiting thinking patterns, book more
qualified appointments and improve their close ratio by up to 20%.
Selling Skills INSTITUTE
The Leader In Transforming Sales Performance
The Selling Skills
Institute has been
breaking sales results
for its clients for 18
If you’re interested in skyrocketing your sales in 2015, call today to learn about our sales training
programs and individual coaching. You can reach the Selling Skills INSTITUTE at 339-927-2746
or visit our website at sellingskillsinstitute.com
Onsite corporate sales training and development,
virtual training and individual coaching.