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Craig Klein
Co-Founder – Sales Growth Hub
Founder and CEO – SalesNexus
Sales Growth Hub Webinar Series
What is the Sales Growth Hub?
Trusted Experts in Growing
Businesses!
Webinars, Videos, Articles,
eBooks, all FREE!
Communi...
Areas of Expertise
• Lead generation
• Search engine optimization
• Social media
• Web design
• Web development
• Sales co...
Hub Members
Webinar Schedule
4/9: Designing Email Campaigns that Generate Leads
– Craig Klein, Founder and CEO - SalesNexus
4/23: How ...
Participate in Our Contest
• Stay tuned!
• Win!!!
• Learn more at the end of today’s webinar.
Generate More Leads by Improving
What you Say
Michael Halper
Founder and CEO - SalesScripter
• 20 years frontline sales, marketing, and
customer service experience
• Founder and CEO of Launch Pad
Solutions and Sales...
Traditional Messaging
Traditional Messaging
Traditional Messaging
Traditional Messaging
What is wrong with this picture?
• We are all a little self-serving and this caters more to our interests than the prospec...
Benefits
Why do we do this?
Product
Company
Features
Functionality
What we say when talking with prospects
Very inward foc...
Interest
An Alternative ApproachValue
Pain
Qualify
Credibility
Objections
Prospect Focused
What we say when talking with p...
Value
Three Levels of Value
Technical Value
• Processes
• Systems
• People
Automation of manual processes
Improve performance
De...
Identifying Your Value
Step 1: Identify a product / service, or feature
Product / Service
or Feature
Function Technical Va...
Identifying Your Value
Step 2: Identify what your product does
Product / Service
or Feature
Function Technical Value Busin...
Identifying Your Value
Step 3: Identify how that helps from a technical perspective
Product / Service
or Feature
Function ...
Identifying Your Value
Step 4: Identify how that helps from a business perspective
Product / Service
or Feature
Function T...
Identifying Your Value
Step 5: Identify how that helps from a personal perspective
Product / Service
or Feature
Function T...
Identifying Your Value
Step 6: Repeat for additional products
Product / Service
or Feature
Function Technical Value Busine...
Identifying Your Value
Step 7: Summarize to arrive at your core value
Product / Service
or Feature
Function Technical Valu...
Messaging Workflow
Your Product
1. Inventory management software
Your Value
1. Decreases time spent ordering
2. Increases ...
Pain
Three Levels of Pain
Technical Pain
• Processes
• Systems
• People
Slow, broken, or manual processes
Poor system or employ...
Messaging Workflow
The Pain You Resolve
1. Spending too much time ordering
2. Ordering errors are occurring
3. Difficult a...
Qualify
What is Qualifying
• Assessing prospects in two areas:
1. How well they fit with what you have to offer
2. How likely they...
2 Step Qualifying Process
Step 1 – Pre-Qualifying
• To make sure it makes sense to meet and keep
talking
• Takes place in ...
Messaging Workflow
The Questions to Ask
1. How concerned are you about
the time it takes to produce
orders?
2. How often a...
Interest
Building Interest
• High level product/service details
• Connect pain with value
• Communicate ROI
• Explain differentiati...
Messaging Workflow
Product Value Pain Qualify Objections
Building Interest Points
1. Have helped our clients to
decrease i...
Credibility
Establishing Credibility
• Name Dropping
• Storytelling
• Lack of Availability
• Lack of Neediness
• Picture of Consensus
Messaging Workflow
Product Value Pain Qualify Objections
Name Drop
1. We provide inventory
management software to
Johnson ...
Objections
What are Objections
• A prospect’s best weapon
– Mini stop signs
– Used to take control of the call and take it in
a direc...
Objections Handling Options
1. Comply
2. Overcome
3. Redirect
Redirect
• To redirect the objection into a related area
• Example:
Prospect: “I am not interested”
Caller: “I understand....
Building an Objections Map
• Tool to build to use as a guide for
dealing with objections
• List out anticipated objections...
Messaging Workflow
Product Value Pain Qualify Objections
Objection Responses
1. How concerned are you about
the time it ta...
SalesScripter
www.salesscripter.com
What do you sell? ___________
How does it help? ___________
What problems do you fix? ...
If You Want More Help
• Books / Ebooks
– The Cold Calling Equation – Problem Solved
– Do’s and Don’ts of Cold Calling
– Ho...
Our Next Webinar!
Designing Email Campaigns that Generate Leads
Presenter: Craig Klein, Founder and CEO - SalesNexus
April...
Participate in Our Contest
• Follow @salesgrowthhub on Twitter
• Retweet a @salesgrowthhub post
• Like SalesGrowthHub on F...
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Generate More Leads by Improving What You Say

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The Sales Growth Hub welcomes Michael Halper, founder and CEO of SalesScripter.com, to discuss how you can generate more leads by simply modifying what you say. We can easily fall into the trap of talking speeds and feeds pushing prospects away.

Halper will show you how to flip the script so that the words you say become powerful, engaging, and probing. By making the simple changes he recommends, your interactions with prospects will be more productive leading to an immediate improvement in your ability to generate leads.

In this workshop, you will learn how to:

- Build your value proposition
- Find prospect pain
- Better qualify prospects
- Get around objections
- And more!

Published in: Business
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Generate More Leads by Improving What You Say

  1. 1. Craig Klein Co-Founder – Sales Growth Hub Founder and CEO – SalesNexus Sales Growth Hub Webinar Series
  2. 2. What is the Sales Growth Hub? Trusted Experts in Growing Businesses! Webinars, Videos, Articles, eBooks, all FREE! Community where businesses and sales and marketing leaders meet.
  3. 3. Areas of Expertise • Lead generation • Search engine optimization • Social media • Web design • Web development • Sales consulting • Sales coaching • Sales tools and software • Customer relationship management • Sales training • Sales management • Marketing consulting • Email marketing • Branding • Video production • Public relations • Pay-per-click advertising • Digital marketing
  4. 4. Hub Members
  5. 5. Webinar Schedule 4/9: Designing Email Campaigns that Generate Leads – Craig Klein, Founder and CEO - SalesNexus 4/23: How to Build an Over-Achieving Sales Force – Sean Piket 5/7: How to Build Landing Pages that Convert – Chris Burres – CEO, E-Webstyle 5/21: The Future of Data-Driven Sales and Marketing – Forest Cassidy, Founder and CEO - LeadFerret 6/4: How to Lead a Successful Discovery Sales Meeting – Mike Faherty, Founder and CEO – ProSales Connection 6/18: Earn New Prospects, Convert Existing Prospects Through Multi-Touch Marketing – Bill Corbin, Founder and CEO – Enfront Micro-Marketing 7/9: How to Ethically Steal Content – Kate Frank, Owner – Kate Writes Right
  6. 6. Participate in Our Contest • Stay tuned! • Win!!! • Learn more at the end of today’s webinar.
  7. 7. Generate More Leads by Improving What you Say Michael Halper Founder and CEO - SalesScripter
  8. 8. • 20 years frontline sales, marketing, and customer service experience • Founder and CEO of Launch Pad Solutions and SalesScripter • Author of The Cold Calling Equation – PROBLEM SOLVED • President of the American Association of Inside Sales Professionals Houston Chapter • ICF Certified Professional Coach • MBA University of Houston, Masters of Science University of Texas at Dallas
  9. 9. Traditional Messaging
  10. 10. Traditional Messaging
  11. 11. Traditional Messaging
  12. 12. Traditional Messaging
  13. 13. What is wrong with this picture? • We are all a little self-serving and this caters more to our interests than the prospect's • A prospect might not care yet about your company and all the great things it has going on • A prospecting might not really understand what your product/service is and does • This does not build interest, curiosity, and intrigue • It does not tell the prospect how you can help them • This can trigger guardedness – “Uh oh, sales person trying to sell something”
  14. 14. Benefits Why do we do this? Product Company Features Functionality What we say when talking with prospects Very inward focused – me, my product, my company • Foundation of knowledge • Focus of training • Wealth of experience • Where we have interest • What leads to us getting paid • Introductions • Cold calls • Emails • Networking • Company website • Social media • Presentations It is what we are trained to do
  15. 15. Interest An Alternative ApproachValue Pain Qualify Credibility Objections Prospect Focused What we say when talking with prospects • Get outside your comfort zone • Identify how you help • Focus on the problems that you solve • Introductions • Cold calls • Emails • Networking • Company website • Social media • Presentations
  16. 16. Value
  17. 17. Three Levels of Value Technical Value • Processes • Systems • People Automation of manual processes Improve performance Decrease time to perform work Improve reliability Business Value • Revenue • Costs • Services Improve revenue / market share / close rate Decrease cost of goods sold / labor cost Improve delivery of services Personal Value • Income • Career • Workload Increased bonuses, commissions Recognition and promotions Decreased/increased workload
  18. 18. Identifying Your Value Step 1: Identify a product / service, or feature Product / Service or Feature Function Technical Value Business Value Personal Value Auto inventory replenishment
  19. 19. Identifying Your Value Step 2: Identify what your product does Product / Service or Feature Function Technical Value Business Value Personal Value Auto inventory replenishment Automatically submits orders to vendors based on inventory levels
  20. 20. Identifying Your Value Step 3: Identify how that helps from a technical perspective Product / Service or Feature Function Technical Value Business Value Personal Value Auto inventory replenishment Automatically submits orders to vendors based on inventory levels Decreases time spent ordering
  21. 21. Identifying Your Value Step 4: Identify how that helps from a business perspective Product / Service or Feature Function Technical Value Business Value Personal Value Auto inventory replenishment Automatically submits orders to vendors based on inventory levels Decreases time spent ordering Decreases staff and labor costs
  22. 22. Identifying Your Value Step 5: Identify how that helps from a personal perspective Product / Service or Feature Function Technical Value Business Value Personal Value Auto inventory replenishment Automatically submits orders to vendors based on inventory levels Decreases time spent ordering Decreases staff and labor costs Improves work life balance
  23. 23. Identifying Your Value Step 6: Repeat for additional products Product / Service or Feature Function Technical Value Business Value Personal Value Auto inventory replenishment Automatically submits orders to vendors based on inventory levels Decreases time spent ordering Decreases staff and labor costs Improves work life balance Predictive demand forecasting Predicts inventory needed based on historical data Increases ordering accuracy Decreases inventory costs Improves end of year bonus Management dashboard Provides visibility across inventory and orders Decreases time gathering information Improves decision making and bottom line results Improves promotion options
  24. 24. Identifying Your Value Step 7: Summarize to arrive at your core value Product / Service or Feature Function Technical Value Business Value Personal Value Auto inventory replenishment Automatically submits orders to vendors based on inventory levels Decreases time spent ordering Decreases staff and labor costs Improves work life balance Predictive demand forecasting Predicts inventory needed based on historical data Increases ordering accuracy Decreases inventory costs Improves end of year bonus Management dashboard Provides visibility across inventory and orders Decreases time gathering information Improves decision making and bottom line results Improves promotion options Inventory management software Manages inventory levels and orders Improves the ability to manage inventory Decreases inventory and labor cost Improves compensation potential
  25. 25. Messaging Workflow Your Product 1. Inventory management software Your Value 1. Decreases time spent ordering 2. Increases ordering accuracy 3. Decreases time gathering information Product Value
  26. 26. Pain
  27. 27. Three Levels of Pain Technical Pain • Processes • Systems • People Slow, broken, or manual processes Poor system or employee performance Lack of reliability Business Pain • Revenue • Costs • Services Low revenue / market share / close rate High cost of goods sold / labor cost Poor delivery of services Personal Pain • Income • Career • Work Environment Low bonuses, commissions, compensation No recognition, no promotions / career path High workload, poor work–life balance
  28. 28. Messaging Workflow The Pain You Resolve 1. Spending too much time ordering 2. Ordering errors are occurring 3. Difficult and time consuming to gather information, no visibility Your Value 1. Decreases time spent ordering 2. Increases ordering accuracy 3. Decreases time gathering information Product Value Pain
  29. 29. Qualify
  30. 30. What is Qualifying • Assessing prospects in two areas: 1. How well they fit with what you have to offer 2. How likely they will be to purchase • Performed two ways – Researching the prospect – Asking good questions
  31. 31. 2 Step Qualifying Process Step 1 – Pre-Qualifying • To make sure it makes sense to meet and keep talking • Takes place in first contact Step 2 – Qualifying • Identify if you can consider the prospect and lead are real • Takes place in first meeting
  32. 32. Messaging Workflow The Questions to Ask 1. How concerned are you about the time it takes to produce orders? 2. How often are there errors with the orders that are processed? 3. Do you feel like you have access and visibility to the information that you need ? The Pain You Resolve 1. Spending too much time ordering 2. Ordering errors are occurring 3. Difficult and time consuming to gather information, no visibility Product Value Pain Qualify
  33. 33. Interest
  34. 34. Building 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
  35. 35. Messaging Workflow Product Value Pain Qualify Objections Building Interest Points 1. Have helped our clients to decrease inventory cost by between 20 to 30% in first 12 months 2. Purchased paid for itself within 18 months Interest Credibility Your Value 1. Decreases time spent ordering 2. Increases ordering accuracy 3. Decreases time gathering information
  36. 36. Credibility
  37. 37. Establishing Credibility • Name Dropping • Storytelling • Lack of Availability • Lack of Neediness • Picture of Consensus
  38. 38. Messaging Workflow Product Value Pain Qualify Objections Name Drop 1. We provide inventory management software to Johnson Materials. 2. This helped them to reduce time spent ordering by 50%. 3. That lead to s reduction of warehouse managers and a decrease of labor cost of 17%. Interest Credibility Your Value 1. Decreases time spent ordering 2. Increases ordering accuracy 3. Decreases time gathering information
  39. 39. Objections
  40. 40. 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.
  41. 41. Objections Handling Options 1. Comply 2. Overcome 3. Redirect
  42. 42. Redirect • To redirect the objection into a related area • Example: Prospect: “I am not interested” Caller: “I understand. Do you mind if I ask what you are doing today in this area?” • Goal of the redirect is to keep the conversation going without focusing on the objection itself • Tactics: – Redirect qualifying questions – Redirect to value statement – Redirect to pain points – Redirect to building interest points
  43. 43. 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
  44. 44. Messaging Workflow Product Value Pain Qualify Objections Objection Responses 1. How concerned are you about the time it takes to produce orders? 2. Spending too much time ordering 3. Decreases time spent ordering 4. Decrease inventory cost by 20 to 30% 5. We helped Johnson Materials… The Value You Offer The Pain You Resolve The Questions You Should Ask Your Building Interest Points Your Name Drop Statement Interest Credibility
  45. 45. SalesScripter www.salesscripter.com What do you sell? ___________ How does it help? ___________ What problems do you fix? ___________ What questions should you ask? ___________ 1. Asks all the key questions 2. Maps answers to document library
  46. 46. If You Want More Help • Books / Ebooks – The Cold Calling Equation – Problem Solved – Do’s and Don’ts of Cold Calling – How to Get around Cold Call Objections – How to Build a Value Proposition that Generates Leads – How to Build Sales Campaigns that Sell • Videos – Dozens of how to videos and slide decks • 10 week web-based training program • One-on-one sales coaching and consulting • SalesScripter – www.salesscripter.com – Walk-through services available
  47. 47. Our Next Webinar! Designing Email Campaigns that Generate Leads Presenter: Craig Klein, Founder and CEO - SalesNexus April 9, 2014 1:00pm CDT Register at: http://salesgrowthhub.com/designing-email-campaigns-that- generate-leads/
  48. 48. Participate in Our Contest • Follow @salesgrowthhub on Twitter • Retweet a @salesgrowthhub post • Like SalesGrowthHub on Facebook • Share a post on Facebook • Follow @salesscripter on Twitter • Like SalesScripter on Facebook • Attend each webinar • Earn 1 point for each post or share or like • Drawing Monday and end of series

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