How to Get Instant Credibility with the Best Prospects
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Learn from sales experts Craig Elias, Tim Dunne and Donato Diorio about how to establish credibility in order to be a more effective salesperson.
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How to Get Instant Credibility with the Best Prospects
- 1. Get INSTANT CREDIBILITY With the Best Prospects Tim Dunne Sales Author Craig Elias Trigger Event Selling Donato Diorio CEO, RingLead
- 2. #InstantCred @CraigElias @Dunne_Tim @iDonato Questions via Twitter Q & A
- 4. CraigElias Photograph by EwanNicholson.ca
- 5. Status Quo
- 9. • Loyal • Profitable • Testimonials & WOM
- 10. Testimonials Matter http://Bit.ly/C-Level-Validation #InstantCred
- 12. Want Funnel Fillers Afford Funnel Movers Justify Funnel Shakers Craig Elias 2002 Status Quo Window of Dissatisfaction™ Searching for Alternatives © COPYRIGHT Craig Elias 2002 - 2014 #InstantCred
- 13. McKinsey 2009 Interest Trigger Decision Trigger 20,000 CONSUMERS 5 INDUSTRIES 3 CONTINENTS http://bit.ly/McKinseyOnTriggers * The Afford Trigger is not part of McKinsey’s original research Afford Trigger*
- 14. Google 2011 * Trigger Events are not part of Google’s original research Trigger Event* #InstantCred
- 15. “It applies in both a consumer AND a business-to-business context” Beth Comstock CMO & SVP #InstantCred
- 16. Demand Gen 2013 “80% of B2B purchases are unplanned and unbudgeted” bit.ly/BreakingOutOfTheFunnel #InstantCred
- 17. Status Quo The ABC’s of Trigger Events Want • Awareness – Legal, Risk Avoidance, Economics • Bad Experience – People, Product, Provider • Change – People, Places, Priorities © COPYRIGHT Craig Elias 2002 - 2014 #InstantCred
- 18. 80% Spending $1Million+ on new initiatives did so within their first 90 days bit.ly/90DaySalesWindow
- 19. Four Opportunities / Job Change 1. Where did they go? 2. Who did they replace? 3. Who replaced them? 4. Where did their replacement come from? © COPYRIGHT Craig Elias 2002 - 2014 #InstantCred
- 20. 6 9 12 15 18 21 24 27 30 33 36 39 42 45 48 51 54 57 60 63 66 69 72 75 Leads Per Month (Based on 100 initial contacts) © COPYRIGHT Craig Elias 2002 - 2014 #InstantCred
- 21. Total Number of Leads (Based on 100 initial contacts) 6 15 27 42 60 81 105 132 162 195 231 270 312 357 405 456 510 567 627 690 756 825 897 972 © COPYRIGHT Craig Elias 2002 - 2014 #InstantCred
- 22. Most Select A New Provider 79% agree there is a problem... but are not committed to doing anything about it. Jolles.com #InstantCred
- 23. Credibility Curve™ Risk Time Sale No Sale! © COPYRIGHT Craig Elias 2002 - 2014 #InstantCred
- 24. “The two most important requirements for major success are: 1. Being in the right place at the right time, 2. Doing something about it.”` Ray Kroc, Founding CEO #InstantCred
- 25. Tim Dunne C R E D I B I L I T Y
- 27. #InstantCred
- 29. Map of the Meeting BE USEFUL END MIDDLE CREDIBILITY BEGINNING WAIT #InstantCred
- 30. When you don’t have credibility, clients say things like. “It’s all good now.” “That issue has faded in the last three months.” They answer questions with questions. “Can you tell me more about you? Why should we work with you?” No credibility- No traction! #InstantCred
- 31. How Much Credibility? Enough credibility until your client will answer the questions you ask. #InstantCred
- 32. Paths to Credibility 1. Shared Community 2. Professional Process and Protocol 3. Expertise, Experience, Knowledge #InstantCred
- 33. Shared Community 1. Personal Connection- The Michigan lakes. 2. Referral (in this case from me) 3. Business connection- the two companies were already familiar with each other. #InstantCred
- 34. Detour: the meeting before the meeting #InstantCred
- 35. #InstantCred
- 36. Small Talk Small Talk ? #InstantCred
- 37. Meeting before the Meeting • Meeting starts the moment you walk in the building. • Be deliberate. Have a list of logistical questions to ask the receptionist. (How many people work here?) • Pay attention. Ask questions about what you see that you are authentically curious about. • Disclose – It let’s them connect to you. Disclosure invites disclosure. #InstantCred
- 38. Formal or Informal #InstantCred
- 39. Novice or Veteran #InstantCred
- 40. Variables to assess which credibility builder to use Credibility Method Formal / Informal Novice / Veteran Shared Community Informal Veteran #InstantCred
- 41. Paths to Credibility 1. Shared Community 2. Professional Process and Protocol 3. Expertise, Experience, Knowledge #InstantCred
- 42. Why a presentation? “So I can interrupt it.” Questions ?? #InstantCred
- 43. Professional Process, Protocol 1. Process Control of the Meeting - A presentation 2. Scripting – Saying the things you say often clearly, briefly, cogently #InstantCred
- 44. Variables to assess which credibility builder to use Credibility Method Formal / Informal Novice / Veteran Shared Community Informal Veteran Professional process, protocol Formal Novice and Veteran #InstantCred
- 45. Experience, Expertise, Knowledge 1. Cogent Industry Commentary 2. Reputation 3. Assume It #InstantCred
- 46. Variables to assess which credibility builder to use Credibility Method Formal / Informal Novice / Veteran Shared Community Informal Veteran Professional process, protocol Formal Novice and Veteran Experience, Exper>se, Knowledge Both Veteran (data is available to the Novice ) #InstantCred
- 47. CREDIBILITY How do you get it? As soon as you have it, do you start to dig? #InstantCred
- 48. Fact: Credibility drives success ...my story of chasing it #InstantCred
- 49. Credibility & call response First >me outreach response is plumme>ng #InstantCred
- 50. AIack plan: apply the 3 M’s Measure Metrics Methodology #InstantCred
- 51. Measuring credibility No Sale ? ? ? Sale #InstantCred
- 52. Measure 1: Gather data (I saved 400 voicemails) #InstantCred
- 53. Measure 2: Human observa>on Captures aIen>on (Shock and Awe) Mul>ple touches Message quality Credible outreach Random success Without mul>ple touches you do not mo>vate people to act by building your brand and messaging Brand failure Without message quality, you don’t get a second chance. You’re doing a disservice to your brand Your message can be tremendous... but if it never captures their aIen>on, it is “lost in the ocean” of outreaches Lost in the ocean
- 54. Metrics for credibility #InstantCred
- 55. # 1 2 3 4 affect 1 2 3 4 metrics Contact venues Peer influencers # 1 2 3 4 affect 1 16 24 ? Industry knowledge percen>le 20 40 60 80 100 affect 2 4 6 8 10 Prospect knowledge percen>le 20 40 60 80 100 affect 2 4 6 8 10 -OR-Outreach
- 56. Outreach myths vs. metrics • Conven>onal wisdom for peer influencers is a myth. Leveraging a second point of contact into an organiza>on does not double your success. • It triples your success • Each addi>onal point of contact mul>plies your chances by 3. Having and leveraging 3 points of contact in an organiza>on yields a 9X success factor #InstantCred
- 57. Phone call +1 Addi>onal contact venues, each +1 Prospect knowledge or industry knowledge 0-‐10 S>cky 0-‐5 Leave contact informa>on 2x 0-‐2 Peer influencers, leveraged (minimum 2) x8 Clear 0-‐8 Concise (within >me limit) 0-‐8 Conversa>onal 0-‐4 Credible 0-‐4 Cadence 0-‐4 Consistent 0-‐4 Customized 0-‐4 Compelling 0-‐4 Passion 0-‐15 Fillers: er, um, ahh, your know -‐5 per Weakeners:“I’m just”“I wanted” -‐5 per 4 17 40 15 Max100 Develop a peer scoring system 24 Score
- 58. Voicemail measure Standard scripts SOI scripts Minimum competency Average outreach #InstantCred
- 59. Develop a methodology #InstantCred
- 60. A tale of 3 voicemails
- 61. Straw: A Voicemail Disaster Hi, Mr. Diorio, this is Sarah Smith from the Sales Training Center and I’m just calling you to let you know about our new sales training product that, um may be of interest to you. If you could get back to me at 414-‐555-‐1212, I’d like to set an appointment with you to discuss this great new product in detail. Thank you and I look forward to speaking with you” Score: 10 I’m just calling may be of interest I’d like to If you could get back to me um
- 62. S>ck: An Acceptable Voicemail Mr. Diorio, thanks for aIending our webinar. We’ve increased sales at companies like Donnely Technology by 25% using our new sales training program. This is Sarah Smith and if you are interested and if you to are see if we can do the same for you, let’s connect and I’ll explain how we did it at Donnely. I’m with The Sales Training Center and can be contacted at 414-‐555-‐1212. Thank you. Score: 50 interested thanks
- 63. Brick: A Solid Voicemail Mr. Diorio, thank you for aIending our webinar. Sales grew 25% at Donnely Technology using our proven sales training program. In the next few minutes, I’ll be reaching out to network with Gregg Thaler and John Kostorus. This is Sarah Smith and I can do the same for your team. When we connect I’ll explain how we did it at Donnely. I’m with The Sales Training Center and can be contacted at 414-‐555-‐1212. Thank you. Score: 83 I’ll be reaching out to network with Gregg Thaler and John Kosturos
- 65. Q & A TriggerBook.com +1.403.874.2998 Craig@TriggerEventSelling.com Bit.ly/DontClose +34.695.597.316 Tim.Dunne@KnowInnovation.com Bit.ly/InfluenceSpheres +1.262.754.8080 x211 DD@RingLead.com #InstantCred