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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 Sa...
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 prospe...
Why do we do this? 
What we say when talking with prospects 
Benefits 
Product 
Company 
Features 
Functionality 
Very inw...
An Alternative Approach 
What we say when talking with prospects 
Interest 
Value 
Pain 
Qualify 
Credibility 
Objections ...
Value
Three Levels of Value 
Technical Value 
• Processes 
• Systems 
• People 
Automation of manual processes 
Improve performa...
Identifying Your Value 
Step 1: Identify a product / service, or feature 
Product / Service 
or Feature 
Function Technica...
Identifying Your Value 
Step 2: Identify what your product does 
Product / Service 
or Feature 
Function Technical Value B...
Identifying Your Value 
Step 3: Identify how that helps from a technical perspective 
Product / Service 
or Feature 
Funct...
Identifying Your Value 
Step 4: Identify how that helps from a business perspective 
Product / Service 
or Feature 
Functi...
Identifying Your Value 
Step 5: Identify how that helps from a personal perspective 
Product / Service 
or Feature 
Functi...
Identifying Your Value 
Step 6: Repeat for additional products 
Product / Service 
or Feature 
Function Technical Value Bu...
Identifying Your Value 
Step 7: Summarize to arrive at your core value 
Product / Service 
or Feature 
Function Technical ...
Messaging Workflow 
Your Product 
1. Inventory management software 
Your Value 
1. Decreases time spent ordering 
2. Incre...
Pain
Three Levels of Pain 
Technical Pain 
• Processes 
• Systems 
• People 
Slow, broken, or manual processes 
Poor system or ...
Messaging Workflow 
The Pain You Resolve 
1. Spending too much time ordering 
2. Ordering errors are occurring 
3. Difficu...
Qualify
What is Qualifying 
• Assessing prospects in two areas: 
1. How well they fit with what you have to offer 
2. How likely t...
2 Step Qualifying Process 
Step 1 – Pre-Qualifying 
• To make sure it makes sense to meet and keep 
talking 
• Takes place...
Messaging Workflow 
The Questions to Ask 
1. How concerned are you about 
the time it takes to produce 
orders? 
2. How of...
Interest
Building Interest 
• High level product/service details 
• Connect pain with value 
• Communicate ROI 
• Explain different...
Messaging Workflow 
Product Value Pain Qualify 
Building Interest Points 
1. Have helped our clients to 
decrease inventor...
Credibility
Establishing Credibility 
• Name Dropping 
• Storytelling 
• Lack of Availability 
• Lack of Neediness 
• Picture of Conse...
Messaging Workflow 
Product Value Pain Qualify 
Interest Credibility 
Name Drop 
1. We provide d inventory 
management sof...
Objections
What are Objections 
• A prospect’s best weapon 
– Mini stop signs 
– Used to take control of the call and take it in 
a d...
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 underst...
Building an Objections Map 
• Tool to build to use as a guide for 
dealing with objections 
• List out anticipated objecti...
Messaging Workflow 
Product Value Pain Qualify Objections 
Objection Responses 
1. How concerned are you about 
the time i...
SalesScripter 
1. Asks all the key questions 2. Maps answers to document library 
What do you sell? ___________ 
How does ...
If You Want More Help 
• Books / Ebooks 
– The Cold Calling Equation – Problem Solved 
– Do’s and Don’ts of Cold Calling 
...
Contact Us 
Michael Halper 
Founder and CEO 
SalesScripter 
mhalper@salesscripter.com 
@salesscripter
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How to Generate More Leads by Changing What You Say

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Being a sales person is like going to battle. Everyday you are in the trenches fighting fierce competition and doing what you can to survive.

The words you use are your weapons. They are what you use to grab the prospect's attention, to build relationships, to position yourself ahead of the competition, to defuse objections.

The better your pitch, the sharper your weapons are. If your pitch is not tight, it is as if your blades are dull. They may work a little and kind of get the job done, but you are not going operate at a consistent level of excellence.

Published in: Business, Technology
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How to Generate More Leads by Changing What You Say

  1. 1. Generate More Leads by Improving What you Say Michael Halper Founder and CEO - SalesScripter
  2. 2. • 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
  3. 3. Traditional Messaging
  4. 4. Traditional Messaging
  5. 5. Traditional Messaging
  6. 6. 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”
  7. 7. Why do we do this? What we say when talking with prospects Benefits Product Company Features Functionality Very inward focused – me, my product, my company • Introductions • Cold calls • Emails • Networking • Company website • Social media • Presentations • Foundation of knowledge • Focus of training • Wealth of experience • Where we have interest • What leads to us getting paid It is what we are trained to do
  8. 8. An Alternative Approach What we say when talking with prospects Interest Value Pain Qualify Credibility Objections Prospect Focused • Introductions • Cold calls • Emails • Networking • Company website • Social media • Presentations • Get outside your comfort zone • Identify how you help • Focus on the problems that you solve
  9. 9. Value
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. Pain
  20. 20. 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
  21. 21. 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 Product Value Pain Your Value 1. Decreases time spent ordering 2. Increases ordering accuracy 3. Decreases time gathering information
  22. 22. Qualify
  23. 23. 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
  24. 24. 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
  25. 25. 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 ? Product Value Pain Qualify 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
  26. 26. Interest
  27. 27. 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
  28. 28. Messaging Workflow Product Value Pain Qualify 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 Your Value 1. Decreases time spent ordering 2. Increases ordering accuracy 3. Decreases time gathering information
  29. 29. Credibility
  30. 30. Establishing Credibility • Name Dropping • Storytelling • Lack of Availability • Lack of Neediness • Picture of Consensus
  31. 31. Messaging Workflow Product Value Pain Qualify Interest Credibility Name Drop 1. We provide d 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%. Your Value 1. Decreases time spent ordering 2. Increases ordering accuracy 3. Decreases time gathering information
  32. 32. Objections
  33. 33. 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.
  34. 34. Objections Handling Options 1. Comply 2. Overcome 3. Redirect
  35. 35. 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
  36. 36. 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
  37. 37. 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
  38. 38. SalesScripter 1. Asks all the key questions 2. Maps answers to document library What do you sell? ___________ How does it help? ___________ What problems do you fix? ___________ What questions should you ask? ___________ www.salesscripter.com
  39. 39. 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 – How to Build Email Drip Campaigns that Convert Sales • 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
  40. 40. Contact Us Michael Halper Founder and CEO SalesScripter mhalper@salesscripter.com @salesscripter

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