Welcome!Be sure to join the audio portion of the meeting. See Audio in the                   GotoWebinar control panel.  A...
Your Hosts:Craig Klein, CEO, SalesNexus.com    18 years as a sales executive. Hiring, training sales      people. Develop...
2013 Sales Growth Webinar Series
The Pillars             Sales Messaging Strategy Cold Call           Introduction          EmailNetworking             Web...
What is Value•   Transfer of an intangible attribute from one party to another that has a    positive net worth•   Could b...
Three Levels of ValuePersonal Value •   Income               Increased bonuses, commissions •   Career               Recog...
Identifying Your Value Step 1: Identify a product / service, or featureProduct / Service   Function   Technical Value   Bu...
Identifying Your Value Step 2: Identify what your product doesProduct / Service        Function           Technical Value ...
Identifying Your Value Step 3: Identify how that helps from a technical perspectiveProduct / Service        Function      ...
Identifying Your Value Step 4: Identify how that helps from a business perspectiveProduct / Service        Function       ...
Identifying Your Value Step 5: Identify how that helps from a personal perspectiveProduct / Service        Function       ...
Identifying Your Value Step 6: Repeat for additional productsProduct / Service         Function            Technical Value...
Identifying Your Value Step 7: Summarize to arrive at your core valueProduct / Service         Function            Technic...
Qualify the Prospect•   Assessing prospects in two areas:     1. How well they fit with what you have to offer     2. How ...
Qualified Prospect vs. Unqualified Prospect    Qualified Prospect                Unqualified ProspectNeeds to be medium to...
2 Step Qualifying ProcessStep 1 – Soft Qualifying•To make sure it makes sense to meet and keeptalking•Takes place in first...
What is Pain•   Something not working well     – Causing a negative impact•   Something could be working better     – Resu...
Three Levels of PainPersonal Pain •   Income               Low bonuses, commissions, compensation •   Career              ...
Four Tactics to Uncover Pain1.   Rating questions2.   Give pain examples3.   Wish list questions4.   Disqualify
What are Objections•   A prospect’s best weapon    – Mini stop signs    – Used to take control of the call and take it in ...
Objections Handling Options1. Comply1. Overcome1. Redirect
Building an Objections Map•   Tool to build to use as a guide for    dealing with objections•   List out anticipated objec...
Build Interest•   High level product/service details•   Connect pain with value•   Communicate ROI•   Explain differentiat...
Establishing Credibility•   Name Dropping•   Story Telling•   Lack of Availability•   Lack of Neediness•   Picture of Cons...
LeadFerret.com Search
SalesScripterwww.salesscripter.com
If You Want More Help•   The Cold Calling Equation – Problem Solved     –   Available on Amazon - $15.95•   10 Week Sales ...
Access all Sales Growth Webinars here -SalesNexus.com/resources/webinarsComplete the Scripter and get $250 off on anySales...
Start Today!FREE for 30 days!Upload your own list with emailsGet 500 contacts w/ emails from LeadFerret!Create templates a...
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4 Pillars of Effective Sales Messaging

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http://www.salesnexus.com/webinars/4-pillars-of-sales-messaging/ - Michael Halper of SalesScripter.com discusses how to communicate Value, Pain, Build Interest, get past gatekeepers, overcome objections and grow your sales with SalesScripter and LeadFerret.com

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4 Pillars of Effective Sales Messaging

  1. 1. Welcome!Be sure to join the audio portion of the meeting. See Audio in the GotoWebinar control panel. Ask questions by typing questions in the Questions area of the GotoWebinar control panel. The Pillars of Sales Messaging that Drives Growth
  2. 2. Your Hosts:Craig Klein, CEO, SalesNexus.com  18 years as a sales executive. Hiring, training sales people. Developing lead generation and business development campaigns.Michael Halper, CEO, Launch Pad Solutions, Inc.  Author of “The Cold Calling Equation”. 20 years as a frontline sales, marketing and customer service leader.Forest Cassidy, CEO, LeadFerret.com  Millions of B2B contacts with emails, FREE
  3. 3. 2013 Sales Growth Webinar Series
  4. 4. The Pillars Sales Messaging Strategy Cold Call Introduction EmailNetworking Website Presentation
  5. 5. What is Value• Transfer of an intangible attribute from one party to another that has a positive net worth• Could be at a personal level: – Making someone laugh – Teach someone how to do something – Being a good listener – Providing security – Making someone’s day easier• At a business level: – Helping a business to save money – Helping a business to make money – Proving valuable information – Making someone’s day easier – Helping to save time• It is not your product, it is what your product helps your clients to do or to achieve
  6. 6. Three Levels of ValuePersonal Value • Income Increased bonuses, commissions • Career Recognition and promotions • Workload Decreased/increased workloadBusiness Value • Revenue Improve revenue / market share / close rate • Costs Decrease cost of goods sold / labor cost • Services Improve delivery of servicesTechnical Value Automation of manual processes• Processes Improve performance• Systems Decrease time to perform work• Employees Improve reliability
  7. 7. Identifying Your Value Step 1: Identify a product / service, or featureProduct / Service Function Technical Value Business Value Personal Value or FeatureAuto inventoryreplenishment
  8. 8. Identifying Your Value Step 2: Identify what your product doesProduct / Service Function Technical Value Business Value Personal Value or FeatureAuto inventory Automatically submitsreplenishment orders to vendors based on inventory levels
  9. 9. Identifying Your Value Step 3: Identify how that helps from a technical perspectiveProduct / Service Function Technical Value Business Value Personal Value or FeatureAuto inventory Automatically submits Decreases time spentreplenishment orders to vendors ordering based on inventory levels
  10. 10. Identifying Your Value Step 4: Identify how that helps from a business perspectiveProduct / Service Function Technical Value Business Value Personal Value or FeatureAuto inventory Automatically submits Decreases time spent Decreases staff andreplenishment orders to vendors ordering labor costs based on inventory levels
  11. 11. Identifying Your Value Step 5: Identify how that helps from a personal perspectiveProduct / Service Function Technical Value Business Value Personal Value or FeatureAuto inventory Automatically submits Decreases time spent Decreases staff and Improves work lifereplenishment orders to vendors ordering labor costs balance based on inventory levels
  12. 12. Identifying Your Value Step 6: Repeat for additional productsProduct / Service Function Technical Value Business Value Personal Value or FeatureAuto inventory Automatically submits Decreases time spent Decreases staff and Improves work lifereplenishment orders to vendors ordering labor costs balance based on inventory levelsPredictive demand Predicts inventory Increases ordering Decreases inventory Improves end of yearforecasting needed based on accuracy costs bonus historical dataManagement Provides visibility Decreases time Improves decision Improves promotiondashboard across inventory and gathering information making and bottom options orders line results
  13. 13. Identifying Your Value Step 7: Summarize to arrive at your core valueProduct / Service Function Technical Value Business Value Personal Value or FeatureAuto inventory Automatically submits Decreases time spent Decreases staff and Improves work lifereplenishment orders to vendors ordering labor costs balance based on inventory levelsPredictive demand Predicts inventory Increases ordering Decreases inventory Improves end of yearforecasting needed based on accuracy costs bonus historical dataManagement Provides visibility Decreases time Improves decision Improves promotiondashboard across inventory and gathering information making and bottom options orders line resultsInventory Manages inventory Improves the ability Decreases inventory Improvesmanagement levels and orders to manage inventory and labor cost compensationsoftware potential
  14. 14. Qualify the Prospect• Assessing prospects in two areas: 1. How well they fit with what you have to offer 2. How likely they will be to purchase• All discussions should include qualifying questions• Soft qualifying questions – First contact – Determine if it makes sense to keep talking• Hard qualifying questions – First conversation/meeting – Determine if the prospect and lead is real
  15. 15. Qualified Prospect vs. Unqualified Prospect Qualified Prospect Unqualified ProspectNeeds to be medium to strong in all Can have any of the following Need to Purchase No Need to Purchase Authority to Purchase No Authority to Purchase Ability to Purchase No Ability to Purchase Intent to Purchase No Intent to Purchase
  16. 16. 2 Step Qualifying ProcessStep 1 – Soft Qualifying•To make sure it makes sense to meet and keeptalking•Takes place in first contactStep 2 – Hard Qualifying•Identify if you can consider the prospect and lead arereal•Takes place in first meeting
  17. 17. What is Pain• Something not working well – Causing a negative impact• Something could be working better – Results are not as good as could be• Are things great, good, ok, or could be better ? – Great or good: probably no pain – OK or could be better: likely pain
  18. 18. Three Levels of PainPersonal Pain • Income Low bonuses, commissions, compensation • Career No recognition, no promotions / career path • Work Environment High workload, poor work–life balanceBusiness Pain • Revenue Low revenue / market share / close rate • Costs High cost of goods sold / labor cost • Services Poor delivery of servicesTechnical Pain• Processes Slow, broken, or manual processes• Systems Poor system or employee performance• Employees Lack of reliability
  19. 19. Four Tactics to Uncover Pain1. Rating questions2. Give pain examples3. Wish list questions4. Disqualify
  20. 20. What are Objections• A prospect’s best weapon – Mini stop signs – Used to take control of the call and take it in a direction of their choosing• Common Objections: – I am busy right now. – Who are you with? – What is this in regards to? – I am not interested. – Just send me some information. – We already use somebody. – We are not looking to make a change right now. – We do not have budget/money to spend.
  21. 21. Objections Handling Options1. Comply1. Overcome1. Redirect
  22. 22. Building an Objections Map• Tool to build to use as a guide for dealing with objections• List out anticipated objections• Formulate best responses• Can include redirects and overcome responses
  23. 23. Build Interest• High level product/service details• Connect pain with value• Communicate ROI• Explain differentiation• Share client story• Paint a picture of the future state• Discuss impacts of doing nothing• Share company facts
  24. 24. Establishing Credibility• Name Dropping• Story Telling• Lack of Availability• Lack of Neediness• Picture of Consensus
  25. 25. LeadFerret.com Search
  26. 26. SalesScripterwww.salesscripter.com
  27. 27. If You Want More Help• The Cold Calling Equation – Problem Solved – Available on Amazon - $15.95• 10 Week Sales Prospecting Training Program – http://salesscripter.com/products/sales-training/ – 50% off coupon code: success• SalesScripter – www.salesscripter.com – Walk-through services available• Send email to info@salesscripter.com
  28. 28. Access all Sales Growth Webinars here -SalesNexus.com/resources/webinarsComplete the Scripter and get $250 off on anySalesNexus Quick Start Program!
  29. 29. Start Today!FREE for 30 days!Upload your own list with emailsGet 500 contacts w/ emails from LeadFerret!Create templates and campaignsSend blasts (up to 50,000 each month!)Generate Leads!Close Sales!

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