This document discusses value-based selling and influence. It defines selling as demonstrating how a product or service serves a buyer's self-interest and enhances their life. With more informed consumers, salespeople must get smarter. Influence involves asking someone to do something they wouldn't normally do, and is based on trust. The document outlines classical rhetorical devices for influence, and discusses identifying a prospect's values to effectively communicate value. It promotes helping others succeed through the law of reciprocity.

1. Value Based Selling
With Andrew Bryant CSP PCC
Notes are available at,
www.selfleadership .com/blog
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2. What is Selling ?
“Selling is a professional, interactive process
directed toward demonstrating to all your
buyers how your product or service serves their
self interest, and will enhance their lives.”
– Heiman
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3. FACT:
Consumers are getting Smarter.
QUESTION:
Are sales people getting
smarter?
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4. With access to the internet
buyers often know as much as
the sales person.
They are often familiar with
your competitors products and
their pricing.
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5. Find a partner and decide who is A
and who is B
A will ask B for a favor such as:
– “I want you to come over and watch my
kids.”
– “Can I borrow your car?”
– “I need $100.”
– “I need you to take notes from this seminar
and type them up for me.”
B will politely say “No”
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6. What is Influence?
Influence can be described
as simply asking someone to
do something that that they
wouldn’t normally do.
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7. FACT: You can’t influence
people if they don’t TRUST
YOU.
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8. Self-Leadership is having a developed sense of who
you are, what you can do, where you are going
coupled with the ability to manage your
communication, emotions and behaviours on the way
to getting there.
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9. What is your intention?
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10. Induction

11. Foundations of Influence
Ethos = Character
Pathos = Empathy
Logos = Logic
384-322 BCE
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12. FACT: People don’t care how much
you know until they know how much
you care.
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13. Learning to Listen Lis-ten-ing n “the
process of receiving,
constructing meaning
from, and responding
to spoken and/or
nonverbal messages.”
(1996, International
Listening Association)
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14. FACT: You will not meet your sales
numbers if:
You are unable to identify &
effectively communicate unique
value contribution by understanding,
prioritizing, and matching to
customer needs.
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15. The Important
Question
What’s important to
you about that?
…And what’s
important about
that?
…And ultimately
what’s the most
important?
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16. S - security or safety
P - performance
A - appearance - or how they will appear!
C - comfort or convenience
E - economy
D - durability
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17. Advanced Influence
... Operates at the
level of values and
beliefs, thus
altering actions.
www.selfleadership.com 17

18. What do you want to influence the
client to do?
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19. The Influence Secret
PACE
PACE
PACE
LEAD
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20. Frames
You can ‘frame’ In terms of…
your influence using Realizing…
language such as: Being aware of…
This X causes you to…
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21. The Law of Reciprocity
if you want to create success
for yourself, help someone else
become successful.
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22. With your original partner:
B will now ask A for a favor
A will consider whether or not to
say “Yes” based on whether B
appealed to your values.
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23. Andrew Bryant
www.selfleadership.com/blog
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