How to sell products and services based on value by qualifying leads and guiding buyer conversations using questions that help buyers visualize the usage and value of your offering in accomplishing their goals.
Presented at the Stockholm Value-Pricing Meetup on Nov 1, 2016. www.sthlmvp.com
Navigating Sales Conversations from First Call to Closed DealChris Orlob
Every sales conversation you encounter from 1st call to close needs to be managed differently to close the deal. We analyzed 1 million sales calls with AI to show you how the best salespeople in the world do it.
In selling technique, a sales presentation or sales pitch is a line of talk that attempts to persuade someone or something, with a planned sales presentation strategy of a product or service designed to initiate and close a sale of the product or service.
Most companies only consider their customers rational behavior, however, the key to successful value-based selling is understanding the difference between what people say they want – their explicit wants, such as lower prices - and what they are implicitly asking for, which could be recognition that they’re important, want genuine dialogue and feel the need to be taken seriously. Emotional understanding goes beyond the obvious explicit requests.
The value that customers perceive they are getting from your company therefore depends not only on their rational analysis of the product or service but also on their emotional response (“How will this make me feel?”) and their social response (“How will it make me look?” - “What will others think of me?”).
Navigating Sales Conversations from First Call to Closed DealChris Orlob
Every sales conversation you encounter from 1st call to close needs to be managed differently to close the deal. We analyzed 1 million sales calls with AI to show you how the best salespeople in the world do it.
In selling technique, a sales presentation or sales pitch is a line of talk that attempts to persuade someone or something, with a planned sales presentation strategy of a product or service designed to initiate and close a sale of the product or service.
Most companies only consider their customers rational behavior, however, the key to successful value-based selling is understanding the difference between what people say they want – their explicit wants, such as lower prices - and what they are implicitly asking for, which could be recognition that they’re important, want genuine dialogue and feel the need to be taken seriously. Emotional understanding goes beyond the obvious explicit requests.
The value that customers perceive they are getting from your company therefore depends not only on their rational analysis of the product or service but also on their emotional response (“How will this make me feel?”) and their social response (“How will it make me look?” - “What will others think of me?”).
Are sales objections stopping you in your tracks?
Fielding unexpected objections can be one of the most daunting aspects of sales, especially for a new hire or someone new to selling entirely. The best way to deal with this fear and uncertainty is to face the problem head-on and go into meetings and cold-calls prepared to field a wide range of objections. If you start listing out the potential objections you could hear from a prospect, it might seem like the options are endless. How are you supposed to prepare for everything?
Lucky for you, sales objections actually cluster into a few main groups based on your prospect’s underlying beliefs. Once you master handling one objection in a category, you’ll be able to respond easily and effectively to any number of variations on that theme. Keep reading for 5 steps to handle sales objections.
Learn more: http://criteriaforsuccess.com/how-to-handle-sales-objections-5-steps
Sales has changed over the past twenty years, and nowhere is this more clear than in cold calling. Many people say that cold calling is dead. They’re wrong.
If your cold calls aren’t producing the results you want, you need to update your toolbelt. Start improving your cold calls with these ten tips.
Navigating Stormy Sales Conversations from First Call to CloseChris Orlob
Navigating a deal is like going on a voyage to paradise, and sales conversations are like ocean storms along the way.
Each one has to be navigated with skill.
From discovery calls to presenting, all the way through to handling objections.
Fortunately, we analyzed over 1M sales call recordings to help you weather the storm.
Think of the insights in this presentation as your GPS to get you to the promised land.
THE NEED FOR A SALES PROCESS
PROBLEM
The results of a recent study conducted by The Sales Board confirmed what we have known for some time. Prospects are speaking up about how they feel about salespeople who are less than professional. We thought that you would like to see these statistics as they reinforce the need for a sales process and challenge you to improve your qualifying efforts.
DIAGNOSIS
The study showed the following startling facts. Can you relate to them as a salesperson or as a buyer?
Fact: 82% of salespeople fail to differentiate
Result: They lose the business, fail to sell value
Fact: 86% of salespeople ask the wrong questions.
Result: They miss selling opportunities and end up wasting time while appearing unprofessional.
Fact: Only 18% of salespeople close without discounting price.
Result: Discounting becomes a habit and profit margins are eroded.
Fact: 95% of customers say salespeople talk too much.
Result: Customers are bored and feel salespeople don’t care about understanding their problems.
Fact: 62% of salespeople do not earn the right to ask questions.
Result: They fail to position the sale properly and don’t gain commitment.
Fact: 85% of salespeople use a selling process that is extremely ineffective, compared to the buyer’s system.
Result: They close less than 50% of the business that they should close, with disastrous effects on their companies’ sales and their personal incomes. You may be ‘winging it’ if you find yourself relating to any of the following: (a) chasing prospects who don’t return calls; (b) hearing ‘think it over’ all too often when you ask for the business; (c) cutting price in an effort to obtain or keep business; and (d) spending most of your time in front of people who are not decision makers.
SOLUTION
1. Stop assuming that your prospect needs what you’re selling.
2. Learn how to ask more questions to see if the prospect has any serious ‘pain’ issues that your product or service can resolve.
3. Learn a sales process to help you stay in control of the sales interview.
Closing: A Natural Step in the Sales ProcessBob Hafer
If you don’t ask for the order, you won’t make the sale
That statement is one of the basic truths of the sales profession. Because when you ask for the order you provide the momentum for a client to say yes. Though you may feel closing a sale is a magic moment, in reality, closing is simply following closing principles and then asking for a decision when you feel certain the prospective buyer is going to say yes. This fast-paced seminar teaches you how to ask for the order.
During this complimentary webinar, Doug von Koenig, Managing Partner at
ValueSelling Associates, tackles the hot topic of how to handle objections. He will share an objection handling process that gets results.
Results, conclusions and recommendations from the Value Selling Survey 2015 - Research conducted in Germany, Switzerland, Benelux by Mercuri International and St Gallen University , based on survey of 278 B2B Companies.
“Технологии внедрения ценностного управления в компании”Рунетсервис
О технологиях внедрения ценностного управления в компании расскажем на мастер-класе на лучшем мероприятии этой осени "Экспедиция в будущее 2014".
Присоединяйтесь!
Презентация была представлена на Круглом столе «Развитие в России культуры оценки социально-экономической эффективности социальных программ»
Москва, 26 февраля 2015 года
Are sales objections stopping you in your tracks?
Fielding unexpected objections can be one of the most daunting aspects of sales, especially for a new hire or someone new to selling entirely. The best way to deal with this fear and uncertainty is to face the problem head-on and go into meetings and cold-calls prepared to field a wide range of objections. If you start listing out the potential objections you could hear from a prospect, it might seem like the options are endless. How are you supposed to prepare for everything?
Lucky for you, sales objections actually cluster into a few main groups based on your prospect’s underlying beliefs. Once you master handling one objection in a category, you’ll be able to respond easily and effectively to any number of variations on that theme. Keep reading for 5 steps to handle sales objections.
Learn more: http://criteriaforsuccess.com/how-to-handle-sales-objections-5-steps
Sales has changed over the past twenty years, and nowhere is this more clear than in cold calling. Many people say that cold calling is dead. They’re wrong.
If your cold calls aren’t producing the results you want, you need to update your toolbelt. Start improving your cold calls with these ten tips.
Navigating Stormy Sales Conversations from First Call to CloseChris Orlob
Navigating a deal is like going on a voyage to paradise, and sales conversations are like ocean storms along the way.
Each one has to be navigated with skill.
From discovery calls to presenting, all the way through to handling objections.
Fortunately, we analyzed over 1M sales call recordings to help you weather the storm.
Think of the insights in this presentation as your GPS to get you to the promised land.
THE NEED FOR A SALES PROCESS
PROBLEM
The results of a recent study conducted by The Sales Board confirmed what we have known for some time. Prospects are speaking up about how they feel about salespeople who are less than professional. We thought that you would like to see these statistics as they reinforce the need for a sales process and challenge you to improve your qualifying efforts.
DIAGNOSIS
The study showed the following startling facts. Can you relate to them as a salesperson or as a buyer?
Fact: 82% of salespeople fail to differentiate
Result: They lose the business, fail to sell value
Fact: 86% of salespeople ask the wrong questions.
Result: They miss selling opportunities and end up wasting time while appearing unprofessional.
Fact: Only 18% of salespeople close without discounting price.
Result: Discounting becomes a habit and profit margins are eroded.
Fact: 95% of customers say salespeople talk too much.
Result: Customers are bored and feel salespeople don’t care about understanding their problems.
Fact: 62% of salespeople do not earn the right to ask questions.
Result: They fail to position the sale properly and don’t gain commitment.
Fact: 85% of salespeople use a selling process that is extremely ineffective, compared to the buyer’s system.
Result: They close less than 50% of the business that they should close, with disastrous effects on their companies’ sales and their personal incomes. You may be ‘winging it’ if you find yourself relating to any of the following: (a) chasing prospects who don’t return calls; (b) hearing ‘think it over’ all too often when you ask for the business; (c) cutting price in an effort to obtain or keep business; and (d) spending most of your time in front of people who are not decision makers.
SOLUTION
1. Stop assuming that your prospect needs what you’re selling.
2. Learn how to ask more questions to see if the prospect has any serious ‘pain’ issues that your product or service can resolve.
3. Learn a sales process to help you stay in control of the sales interview.
Closing: A Natural Step in the Sales ProcessBob Hafer
If you don’t ask for the order, you won’t make the sale
That statement is one of the basic truths of the sales profession. Because when you ask for the order you provide the momentum for a client to say yes. Though you may feel closing a sale is a magic moment, in reality, closing is simply following closing principles and then asking for a decision when you feel certain the prospective buyer is going to say yes. This fast-paced seminar teaches you how to ask for the order.
During this complimentary webinar, Doug von Koenig, Managing Partner at
ValueSelling Associates, tackles the hot topic of how to handle objections. He will share an objection handling process that gets results.
Results, conclusions and recommendations from the Value Selling Survey 2015 - Research conducted in Germany, Switzerland, Benelux by Mercuri International and St Gallen University , based on survey of 278 B2B Companies.
“Технологии внедрения ценностного управления в компании”Рунетсервис
О технологиях внедрения ценностного управления в компании расскажем на мастер-класе на лучшем мероприятии этой осени "Экспедиция в будущее 2014".
Присоединяйтесь!
Презентация была представлена на Круглом столе «Развитие в России культуры оценки социально-экономической эффективности социальных программ»
Москва, 26 февраля 2015 года
IDC Analysts predict that the market for public cloud consulting services will grow 10x faster than overall IT professional services. This session will cover how AWS consulting partners have built successful AWS practices by investing in sales, delivery, training, and building AWS specific methodologies. We will cover best practices in each functional area, and provide a 6-12 month roadmap for building your AWS practice.
Create a Content Marketing Strategy Your Customers will LOVE, in 7 StepsJay Baer
Here's how to create a content marketing strategy your customers will love, in 7 steps. This presentation from global content marketing consultant, keynote speaker, and New York Times bestselling author Jay Baer will help you craft a winning content marketing strategy for your brand or organization. The principles in this presentation are used by Jay Baer and his Convince and Convert consulting firm on behalf of some of the largest companies in the world. Learn how corporate objectives, audiences, audience inquiries, metrics, content execution, and even social media work together to make content marketing programs successful. You'll want to print this one out and/or share it with your team.
How to Write a Content Marketing Plan Step-by-StepBuffer
A complete guide to building a comprehensive content strategy. Full post at http://blog.bufferapp.com/content-marketing-strategy (and a free template!)
In this session you will get an understanding how to evaluate your company's or applications' cloud readiness. We will cover aspects such as workload and data categorisation, automation levels, design for failure and cost-optimised architectures. We will be looking at typical application evolution paths from tightly coupled physical systems, in some cases through virtualisation, to cloud-native, or cloud-ready, loosely coupled, distributed and automated solutions.
This session will also take a look at typical enterprise business processes, from procurement to development and testing, and operations and support. We will introduce known-to-work cloud-ready business processes and new best practices, through customer use cases from companies who are cloud native, or have undergone a cloud transformation to get there.
Lead Gen Best Practices by Andy CrestodinaAnton Shulke
Lead Generation Best Practices (learned from 500+ website redesigns)
Click! You have a new visitor. What happens next? Do they barf and bounce or smile and stay?
The answer depends on a lot of little things, some obvious, some not.
This session is a breakdown of the best practices for B2B lead generation websites, based on hundreds of website projects. You will learn:
What are the key elements of high-performing service pages?
What features are common to blog templates but probably shouldn’t be?
What three elements determine if visitors sign up for emails?
From social proof to CTAs, videos to contact forms, we will break down the options for UX elements and how they work with (or against) the psychology of your visitors.
Sales - not as scary as you think. A 21st Century sales process training.David Martin
A basic introduction to the principles of selling in the 21st Century. Sales processes needn't be complicated. Here we cover the basics of qualification, objection handling, closing and retention in simple steps for those small business owners, professionals and reluctant sales people out there.
www.highestbranch.com
Lead generation express the marketing process of challenging and apprehend interest in a product or service for the ambition of advance sales pipeline.
How To Sell To Businesses - Sales Advice for StartupsNicolas Deville
How To Sell To Businesses: actionable insights from years in the trenches.
Sales Advice for Startups.
B2C vs. B2B
SME vs. Enterprise
How to differentiate yourself
How to get the first 10 clients
Presentation on 30th July 2015 in London to early stage startups, part of @WayraUK, Telefonica's startup accelerator.
Des Traynor speaking at WebSummit 2018. We spend a lot of time talking about how companies can get to the point where their product resonates in the market. But this is not the only thing that matters.
Presentation to managers of Lake District Estates holiday parks, on better sales processes, techniques and tips. 10th June 2014. Contents include sales definitons, qualification skills, closing techniques and follow ups.
Digital Marketing: The Game Changer for Businesses in a Post COVID-19 EconomyBoulder SEO Marketing
Webinar slides of "Digital Marketing: The Game Changer for Businesses in a Post COVID-19 Economy". Learn more at https://boulderseomarketing.com/seo-and-social-media-classes/digital-marketing-course/
Presentation with my POV on the critical elements necessary for successful B2B marketing.
1. Know your customer journey
2. Always be helping
3. Create marketing so good people would pay for it
4. Promote the power trio
5. Simmer your leads
6. Get in bed with Sales
7. Cultivate continuous improvement culture
8. Build products that sell themselves
The 30 Greatest Lead Generation Tips, Tricks & IdeasMarketing Genome
Check out these proven - yet often overlooked - lead generation strategies. Generating leads is a marketer's single most important objective. Yet, only 1 in 10 marketers say their lead generation efforts are highly efficient and effective.
That's why we've compiled the 30 greatest lead generation lessons in this brand new guide, so you can start reeling in those leads.
Download these 30 tips to learn:
• What makes the best lead-generating content
• What drives killer landing page performance
• How to create offers that are impossible to ignore
• Secret website optimization tips with A/B testing
Presenter: Rand Fishkin, Co-Founder & CEO, SparkToro
In 2001, Rand Fishkin dropped out of college to start a company with his mom, Gillian. Over the next 17 years, that company, Moz, became one of the most high profile and high growth businesses in the marketing software world. In this transparent, vulnerable talk, Rand will walk through some of the biggest regrets, lessons learns, and things he'd do differently based on his experience. From management and hiring to marketing tactics to product strategy, self-awareness, and more, this presentation will help anyone who's starting or joining a new company avoid some big pitfalls, and feel less alone.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
9. But the remaining 8 out of 9 spend 40% of
their !me on the job moving others
Persuade
Cajole Convince
InfluenceSway
Hook
Assure
Coax
Entice
Induce
Convert Urge
10. “The ability to move others to
exchange what they have for what we
have is crucial to our survival and our
happiness. It has helped our species
evolve, lifted our living standards, and
enhanced our daily lives.”
Daniel Pink in “To Sell is Human”
11. One of the most effective ways of
moving others is to uncover challenges
they may not know they have
12. “The first time we met I
didn’t have any problems. Now I
can’t sleep at night”
Told to a salesperson
by a customer
13. If the person you’re selling to agrees
to buy, will his or her life improve?
When your interaction is over, will
the world be a better place than
when you began
19. Cobb Value Curve
“Nuclear
event”
Hired for
experience
Brand name
services
Commodity
products/
services
Price
insensitive
Price
sensitive
HIGH
LOW
RELATIVE
VALUE
ADDED
VOLUME OF WORK AVAILABLE
0% 20% 40%
www.cobb-consulting.com
20. Cobb Value Curve
“Nuclear
event”
Hired for
experience
Brand name
services
Commodity
products/
services
Price
insensitive
Price
sensitive
HIGH
LOW
RELATIVE
VALUE
ADDED
VOLUME OF WORK AVAILABLE
0% 20% 40%
4% Needs to be taken care of
immediately. Price is of little
concern.
www.cobb-consulting.com
21. Cobb Value Curve
“Nuclear
event”
Hired for
experience
Brand name
services
Commodity
products/
services
Price
insensitive
Price
sensitive
HIGH
LOW
RELATIVE
VALUE
ADDED
VOLUME OF WORK AVAILABLE
0% 20% 40%
4% Needs to be taken care of
immediately. Price is of little
concern.
16% High risk or impact. Chooses
the company perceived as best able
to handle the matter effectively.
www.cobb-consulting.com
22. Cobb Value Curve
“Nuclear
event”
Hired for
experience
Brand name
services
Commodity
products/
services
Price
insensitive
Price
sensitive
HIGH
LOW
RELATIVE
VALUE
ADDED
VOLUME OF WORK AVAILABLE
0% 20% 40%
4% Needs to be taken care of
immediately. Price is of little
concern.
16% High risk or impact. Chooses
the company perceived as best able
to handle the matter effectively.
20% Important routine work, tends to
go to those with well-established
reputations in a particular area.
www.cobb-consulting.com
23. Cobb Value Curve
“Nuclear
event”
Hired for
experience
Brand name
services
Commodity
products/
services
Price
insensitive
Price
sensitive
HIGH
LOW
RELATIVE
VALUE
ADDED
VOLUME OF WORK AVAILABLE
0% 20% 40%
4% Needs to be taken care of
immediately. Price is of little
concern.
16% High risk or impact. Chooses
the company perceived as best able
to handle the matter effectively.
20% Important routine work, tends to
go to those with well-established
reputations in a particular area.
www.cobb-consulting.com
60% “Grunt work” that
doesn’t require special
qualifications and can be
provided by any company.
24. Cobb Value Curve
“Nuclear
event”
Hired for
experience
Brand name
services
Commodity
products/
services
Price
insensitive
Price
sensitive
HIGH
LOW
RELATIVE
VALUE
ADDED
VOLUME OF WORK AVAILABLE
0% 20% 40%
4% Needs to be taken care of
immediately. Price is of little
concern.
16% High risk or impact. Chooses
the company perceived as best able
to handle the matter effectively.
20% Important routine work, tends to
go to those with well-established
reputations in a particular area.
www.cobb-consulting.com
60% “Grunt work” that
doesn’t require special
qualifications and can be
provided by any company.
20% of the market is
price insensitive
25. “We’d like to reach
20% higher revenue in this
market over the next six
months”
“We were thinking of
kinda doing some e-
commerce. You do that,
right?”
Lead A
Lead B
26. Your job
Helping the buyer achieve goals, solve
problems or satisfy needs.
If you can’t, walk.
36. ‘‘It’s about leading with my ears instead of
my mouth,” Ferlazzo says. ‘‘It means trying
to elicit from people what their goals are for
themselves and having the flexibility to
frame what we do in that context.”
Daniel Pink in “To Sell is Human”
45. Discussing features
prematurely is a bad idea
Opens the door for
objections.
“Looks too complicated.
We don’t need X!”
Leads to premature
discussion of price.
“So how much would we
pay if we want X and Y?”
46. If you want to demo
something, make a special
appointment.
47. Ask questions
that are open,
framing or
confirming.
Be patient.
Listen actively
(and take notes if
needed).
Three rules
48. Help the buyer visualize your
product being used to solve a
problem, achieve a goal or
satisfy a need
50. Before meeting
Learn about the buyer’s company
Learn about their competitors
Learn about current challenges in
their vertical industry
51. 2. CONFIRM
AND
PRESCRIBE
Visualize and confirm usage of
product to solve the problem.
Provide information about
price.
Agree on terms and
schedule.
1. ANALYZE
AND
DIAGNOSE
Have the customer admit to a
problem.
Break down feature requests
using 5 WHY’s.
Ask questions to diagnose
the problem and help the
buyer arrive at a solution.
Two steps
52. CLOSED
With better
Y would
your X lead
to better
results?
Helps create a
vision.
FRAMING
How do you
do X today?
Uncovers the
current
situation and
problems.
OPEN
What do
you hope to
accomplish?
Used to
uncover goals
and open a
conversation.
Asking questions
53. “So if I've understood you
correctly you'd like to
accomplish X but Y prevents you
why Z would be a big help?”
Confirm
61. Dear Sandra,
Thank you for your interest in ABC. This is a summary of
what we discussed. I understand that your primary goal is
increase the amount of donations received through web
and social media.
[ paraphrase of how the buyer described the cause of the
problem and how much it’s worth to them ]
[ list what the buyer said would help increase the amount
of donations ]
[ list of usage scenarios with your product or service ]
[ suggest next steps ]
I will call you on Thursday, Nov 22 at 09.00 to review this
summary and discuss next steps. If that is not convenient,
please let me know.
I look forward to working with you,
John Doe
Sales
ABC
62. Follow up the letter and
make sure you got it right.
63. The letter accurately summarizes the
conversation
The buyer is willing and able to provide
access to the requested key people
Talking to these people is meaningful
and can lead to more evaluation or close
Confirm
68. 60 hours per RFP
÷
5% chance of success
————————
1,200 hours of sales work
per won RFP
Math class
69. Do not respond to an RFP unless the
buyer provides access to a key player
70. We have the information we need
to build the quote
71. The buyer has one or several goals
The buyer can visualize achieving the goals
using your offering
You understand the buyer’s current situation
The buyer can influence and provide a budget
There’s a plan for how your offering will
be delivered.
72. Your cheat sheet
Shoots beams.
Faster than puny “Enterprise”
Onboard bur r joint.
Awesome dresscode!
Trash compactors!
Overpopulation.
Too many Jedi.
Sunsets.
Happiness.
Wants a cleaner
galaxy.
Annihilation :)
Using planet destroyer beam to
blow stuff up!
Death Star!
73. Linking features to goals
Feature Advantage Benefit Goal
Mobile-friendly
responsive website
Better search
engine ranking and
user experience for
all users
More customers can
use the website which
generates more leads
and sales
Increase sales
generated
through website
Blog with content
that matters to
customers
Reach your
audience with
content they need
and want
Improved perception,
sense of authority,
more pricing power
Increase profit by
being able to raise
prices
Visually appealing
gallery featuring
previous projects
Offer proof of
quality of previous
work and
communicate
professionalism
Helps more customers
understand that you’re
a good choice
Take market
shares from
competitors
77. General terms
Legal fine print
Pg. 8
Company information and contact
details
Photo, name, email
Pg. 7
Cases and references
A visual overview
Pg. 6
Project plan
Rough plan with dates
Pg. 5
Customer success plan
Table with plans and options
Pg. 4
Optioned pricing
Table with price options
Pg. 3
Feature - Advantage - Benefit
Summary benefit
FAB table
Pg. 2
Executive summary
Value proposition
Summary
Bullets with benefits
Pg. 1
Buyer name
Buyer company name
Date and valid thru date
Whether it’s a quote or a tender,
Your name
Your company name
Your contact details
Cover
78. General terms
Legal fine print
Pg. 8
Company information and contact
details
Photo, name, email
Pg. 7
Cases and references
A visual overview
Pg. 6
Project plan
Rough plan with dates
Pg. 5
Customer success plan
Table with plans and options
Pg. 4
Optioned pricing
Table with price options
Pg. 3
Feature - Advantage - Benefit
Summary benefit
FAB table
Pg. 2
Executive summary
Value proposition
Summary
Bullets with benefits
Pg. 1
79. General terms
Legal fine print
Pg. 8
Company information and contact
details
Photo, name, email
Pg. 7
Cases and references
A visual overview
Pg. 6
Project plan
Rough plan with dates
Pg. 5
Customer success plan
Table with plans and options
Pg. 4
Optioned pricing
Table with price options
Pg. 3
Feature - Advantage - Benefit
Summary benefit
FAB table
Pg. 2
80. General terms
Legal fine print
Pg. 8
Company information and contact
details
Photo, name, email
Pg. 7
Cases and references
A visual overview
Pg. 6
Project plan
Rough plan with dates
Pg. 5
Customer success plan
Table with plans and options
Pg. 4
Optioned pricing
Table with price options
Pg. 3
81. General terms
Legal fine print
Pg. 8
Company information and contact
details
Photo, name, email
Pg. 7
Cases and references
A visual overview
Pg. 6
Project plan
Rough plan with dates
Pg. 5
Customer success plan
Table with plans and options
Pg. 4
82. General terms
Legal fine print
Pg. 8
Company information and contact
details
Photo, name, email
Pg. 7
Cases and references
A visual overview
Pg. 6
Project plan
Rough plan with dates
Pg. 5
83. General terms
Legal fine print
Pg. 8
Company information and contact
details
Photo, name, email
Pg. 7
Cases and references
A visual overview
Pg. 6
84. General terms
Legal fine print
Pg. 8
Company information and contact
details
Photo, name, email
Pg. 7