Sales Training by Dan Caramanico

1. © 2010 Caramanico Maguire Associates, Inc.
A Definition Of A Commodity1
• Its from the prospect’s perspective
• Products look the same
 They may not actually be the same
 Prospect doesn’t value the difference
 Prospect doesn’t see the difference
 Prospect doesn’t understand the difference
• Price Sensitive

2. © 2010 Caramanico Maguire Associates, Inc.
Three Underlying Concepts2
• Be prospect centered
• People buy to avoid pain
• Don’t get in your own way

3. © 2010 Caramanico Maguire Associates, Inc.
Me vs. Prospect Centered3
Principal Activity
My Company/Product
My Process & Timing
Pressure to Close
Prospect’s Problem
Prospect’s Process
Motivation to Buy
Self Promotion Managing Conversation
Who’s Talking
Salesperson Prospect
Where’s the Focus
Salesperson Prospect
Where’s the Focus
Excerpted from “The
Sales Process”

4. © 2010 Caramanico Maguire Associates, Inc.
• Customer has a need
• There is a compelling reason to proceed
• Pain
• Urgency
• The customer is focused on us
• We know the decision process
• We have discussed money in detail and there is enough
• We have developed a relationship
Understanding Why Prospects Buy4
Qualify the
Prospect
Excerpted from
“Qualifying the
Prospect”

5. © 2010 Caramanico Maguire Associates, Inc.
• No fear
• It’s not a technique - it is our “presence”
• Focus on them
• Ask tough questions
• Risk embarrassment
Focus on us means Command Their Attention
Excerpted from
“Commanding the
Prospects Attention”

6. © 2010 Caramanico Maguire Associates, Inc.
• Symptom - The presenting Problem
• Problem – The Real Problem
• Consequence
• Reaction
Pain is usually below the surface Excerpted from
“Developing Urgency”

7. © 2010 Caramanico Maguire Associates, Inc.
Identify Differences & Consequences5
DIFFERENCES
•We are faster
•We have experience
•We provide X
CONSEQUENCES
•We are backlogged
•We hate training consultants
•Not having X causes us problems

8. © 2010 Caramanico Maguire Associates, Inc.
• It’s a conversation
• Ask the tough questions
• Focus on the pain around the differences
• Don’t bail them out
• Don’t pounce
• Don’t problem solve
• Resist the urge to present
See if they care about the consequences

9. © 2010 Caramanico Maguire Associates, Inc.
• Don’t let your self-limiting beliefs get in the
way
• Don’t let your Buy-cycle get in the way
• Sell yourself first
Don’t Get In Your Own Way6