Everyone sells, even you. Learn a simple, easy way to sell by thinking like a buyer, not a seller. Every sales cycle has four phases, but learn why the second one – educating your buyer – can make or break the deal. The 5 step CM! process gives you a toolbox full of ideas on how to become a convincing expert.
For audio and slides, go to http://theideamechanic.com/convince-me-indieconf-2010-soundslides
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Convince Me! – Why Should I Buy?
1. Doug Foster
the Idea Mechanics
Why should I buy what you’re selling?
Convince Me!
@theideamechanic
2. This presentation and performance by Doug Foster at indieconf 2010 on 13Nov10 is licensed under a
Creative Commons Attribution-NonCommercial-ShareAlike 3.0 United States License. Permissions beyond
the scope of this license may be available at http://theideamechanic.com/contact.
4. Think Sell Plan Tell Show Try SatisfyIntro Wrap
6.7 billion people
sell something
every day
5. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Everyone sells,
even you
6. Think Sell Plan Tell Show Try SatisfyIntro Wrap
What do you sell?
Product
Service
Point-of-view
7. Think Sell Plan Tell Show Try SatisfyIntro Wrap
If you don’t know
how to sell ...
8. Think Sell Plan Tell Show Try SatisfyIntro Wrap
... or if you do
know how to sell ...
9. Think Sell Plan Tell Show Try SatisfyIntro Wrap
... this is an easy,
simple way to sell.
10. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Selling
and
convincing
...
Plan
the
trip
Tell
your
story
Show
proof
Try
it
Satisfy
completely
Foster
Close
Educate
Find
11. Think Sell Plan Tell Show Try SatisfyIntro Wrap
That’s it
We’re done
Go home
19. Think Sell Plan Tell Show Try SatisfyIntro Wrap
How do you sell?
20. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Selling
and
convincing
...
Plan
the
trip
Tell
your
story
Show
proof
Try
it
Satisfy
completely
Foster
Close
Educate
Find
21. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Find
Talk
Hang out
Network
Subscribe
Get social
22. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Find
Talk (like today)
Hang out (watering holes)
Network (TIMA)
Subscribe (RSS, MailChimp)
Get social (Tweet)
23. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Educate
Plan
Tell
Show
Try
Satisfy
24. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Educate
Plan
Tell
Show
Try
Satisfy
Selling
and
convincing
...
Plan
the
trip
Tell
your
story
Show
proof
Try
it
Satisfy
completely
Foster
Close
Educate
Find
25. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Close
Deciding is logical
Buying is emotional
I’ll convince me
No buyer’s remorse
Don’t badger
26. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Close
Grady the Badger
http://www.youtube.com/watch?v=A9maS_7rrkY
27. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Foster
Ask
Listen
FYI
Deliver
Fix
28. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Foster
Ask (don’t assume)
Listen (more than you talk)
FYI (keep thinking of me)
Deliver (expectations)
Fix (things will go wrong)
29. Plan
Selling
and
convincing
...
Plan
the
trip
Tell
your
story
Show
proof
Try
it
Satisfy
completely
Foster
Close
Educate
Find
30. Think Sell Plan Tell Show Try SatisfyIntro Wrap
“If you don't know
where you're going,
you'll wind up
somewhere else.”
Yogi Berra
31. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Know me,
know my story,
know my backstory
32. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Know my story
How/why
When
Where
How much
Who/what
33. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Plan the trip
My Point A
Your Point B
(buyer)
(seller)
34. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Why should I
make the trip?
35. Think Sell Plan Tell Show Try SatisfyIntro Wrap
What will I see? You
know my points of
interest, right?
36. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Who’s along
for the ride?
37. Think Sell Plan Tell Show Try SatisfyIntro Wrap
I only have
so much money and
so much time
38. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Are we going
down the street or
around the world?
39. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Scenarios are
powerful planning
tools
40. Think Sell Plan Tell Show Try SatisfyIntro Wrap
“The Art of the Long View”
41. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Plan alternate routes
for roadblocks,
shortcuts ...
42. Tell
Selling
and
convincing
...
Plan
the
trip
Tell
your
story
Show
proof
Try
it
Satisfy
completely
Foster
Close
Educate
Find
43. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Short Stories
that Sell™
44. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Our brains are wired
for stories
(and pictures)
45. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Low brain
High brain
46. Think Sell Plan Tell Show Try SatisfyIntro Wrap
I want to know
YOUR story
47. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Your story should be
unlike any other
48. Think Sell Plan Tell Show Try SatisfyIntro Wrap
What’s (y)our story
How/why
When
Where
How much
Who/what
•
49. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Fit the story to the
location and
situation
http://theideamechanic.com/short-stories-
that-sell-so-what-do-you-do/
50. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Elevator pitch?
Short stories?
Chat?
Seminar?
Meeting?
51. Think Sell Plan Tell Show Try SatisfyIntro Wrap
I help people sell
http://theideamechanic.com
52. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Stories
Demonstrations
Experiences
We help people sell
http://theideamechanics.com
53. Think Sell Plan Tell Show Try SatisfyIntro Wrap
A good story
Length, width, depth
Memorable
Invokes emotion
54. Think Sell Plan Tell Show Try SatisfyIntro Wrap
What’s an idea?
What works now?
Tell the truth
55. Think Sell Plan Tell Show Try SatisfyIntro Wrap
7 layers of how to
tell a story
56. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Application Purpose, conversation
Session Media, audio, video
Transport Delivery: best effort or
guaranteed
Network Payload, message
Link 1:many, 1:few, 1:1
Physical Location, medium connects
locations, topology
57. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Your goal is to start
a conversation
58. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Conversations are
threaded with
interactive stories
59. Think Sell Plan Tell Show Try SatisfyIntro Wrap
160,000 IP phones
in 10 minutes
60. Show
Selling
and
convincing
...
Plan
the
trip
Tell
your
story
Show
proof
Try
it
Satisfy
completely
Foster
Close
Educate
Find
61. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Why should I believe
you?
62. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Careful, maybe
I’m (really) smarter
than you
63. Think Sell Plan Tell Show Try SatisfyIntro Wrap
#1 “Now I get it”
How it works
Under the hood
To what degree
64. Think Sell Plan Tell Show Try SatisfyIntro Wrap
#2 “I believe”
I have faith
65. Think Sell Plan Tell Show Try SatisfyIntro Wrap
#3 “I trust”
You have told me
repeated truths
66. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Persuade me
with a quantitative,
logical, rational
argument
67. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Demonstrate
Seeing is believing
No smoke & mirrors
Works vs. Idea
68. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Success story
1st hand is best
2nd hand is good
Make it viral?
69. Try
Selling
and
convincing
...
Plan
the
trip
Tell
your
story
Show
proof
Try
it
Satisfy
completely
Foster
Close
Educate
Find
70. Think Sell Plan Tell Show Try SatisfyIntro Wrap
If seeing is believing,
then trying is buying.
71. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Sensory, emotional
An event you can
smell, touch, taste,
hear, see, feel
72. Think Sell Plan Tell Show Try SatisfyIntro Wrap
An engaging
experience
(dance, don’t watch)
73. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Make it Real
Make it a WOW!™
74. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Good
A crowd experience
(random gathering)
75. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Better
A community of
interest experience
76. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Best
A personal
experience
77. Think Sell Plan Tell Show Try SatisfyIntro Wrap
VoIP for the Navy
78. Satisfy
Selling
and
convincing
...
Plan
the
trip
Tell
your
story
Show
proof
Try
it
Satisfy
completely
Foster
Close
Educate
Find
79. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Questions are good
Good conversations
have questions, even
tough ones
80. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Concerns are great
I’m sharing,not
hiding them
81. Think Sell Plan Tell Show Try SatisfyIntro Wrap
I need more. Where/
how can I learn
more?
82. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Ask me
Listen to me
Respond directly
83. Think Sell Plan Tell Show Try SatisfyIntro Wrap
How do you I
measure success?
84. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Only 2 questions
Did I buy?
Would I buy again?
85. Think Sell Plan Tell Show Try SatisfyIntro Wrap
What if I’m not
satisfied?
86. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Some people are
never satisfied
87. Think Sell Plan Tell Show Try SatisfyIntro Wrap
A SMART buyer
Satisfied
Motivated
Advocate who is
Remorseless
Trusting
88. Think Sell Plan Tell Show Try SatisfyIntro Wrap
A SMART buyer
is your best seller
90. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Selling
and
convincing
...
Plan
the
trip
Tell
your
story
Show
proof
Try
it
Satisfy
completely
Foster
Close
Educate
Find
91. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Where can I learn
more?
93. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Where are the slides?
94. Think Sell Plan Tell Show Try SatisfyIntro Wrap
http://slideshare.net/theideamechanic/Convince-Me-
Why-Should-I-Buy-indieconf-2010
95. Think Sell Plan Tell Show Try SatisfyIntro Wrap
Thanks!
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Editor's Notes
&#x2022; I&#x2019;m not a sales guy, I&#x2019;m more like a sales engineer: I help people sell\n&#x2022; I started out as a machinist, got a degree in Mechanical Engineering, went to work for John Deere\n&#x2022; At Deere I started working with the &#x201C;Internet&#x201D; in 1984, just as DNS came online and MILNET was split off from the ARPANET to later become DDN ... and eventually become the Internet\n&#x2022; I&#x2019;ve been involved with IP & network apps ever since\n&#x2022; Before I went independent I worked at Cisco for about 10 years\n
&#x2022; Creative Commons license\n
&#x2022; Notice the progress meter\n
&#x2022; An interesting statistic\n
&#x2022; Everyone - that means you\n&#x2022; Even if you try, you can&#x2019;t NOT sell ...\n
&#x2022; Only (3) things can be sold: a product, a service, or a point-of-view\n
&#x2022; CM! is simple\n
&#x2022; CM! looks at selling differently\n
&#x2022; CM! just works\n
&#x2022; Take one of my education cards up front\n
&#x2022; That&#x2019;s all you need\n&#x2022; The rest of the session is just tips and insights\n
&#x2022; Let&#x2019;s talk first about thinking and selling before we focus on convincing\n
&#x2022; Burn this into your brain and never forget it\n
&#x2022; Why? Do I need it? Do I want it? Do I know I need/want it?\n&#x2022; Steve Jobs knows how to push the &#x201C;I GOTTA have that&#x201D; button.\n
&#x2022; Think like a buyer. What&#x2019;s in it for me? \n
&#x2022; I buy to satisfy a need or a want\n
&#x2022; Why should I trust you if you really don&#x2019;t know me ... ?\n
\n
&#x2022; There&#x2019;s a ton of different models for selling\n&#x2022; Do you have one in mind? No? This one is simple.\n
&#x2022; I look at selling as (4) phases: find, educate, close, foster\n
&#x2022; The first phase: find prospects\n&#x2022; It&#x2019;s all about reach and awareness\n
&#x2022; A few tips\n
\n
&#x2022; Educating has 5 steps\n&#x2022; We&#x2019;ll go in to those in a few minutes\n
&#x2022; Closing is controversial? Well, I don&#x2019;t think so.\n&#x2022; Pull, don&#x2019;t push\n
&#x2022; If you have&#x2019;t seen these, check them out (Johnson Automotive)\n&#x2022; They are exactly what you DON&#x2019;T want to do\n
&#x2022; A good sales person spends most of their time here\n&#x2022; Selling is not a one time experience\n&#x2022; You want repeat customers, not one-time hits\n
&#x2022; A few tips\n
&#x2022; Let&#x2019;s talk about convincing in more detail\n
&#x2022; You need a plan\n
&#x2022; Until you know me we&#x2019;re not going anywhere\n
&#x2022; The most valuable tools in your toolbox\n&#x2022; Rudyard Kipling&#x2019;s helpers\n&#x2022; Know more than the story, know the backstory too\n
&#x2022; I&#x2019;m the buyer, I&#x2019;m at my point A\n&#x2022; You&#x2019;re the seller, you&#x2019;re at point B\n&#x2022; How are you going to get ME from my point A to your point B?\n
&#x2022; Think back to WII-FM\n&#x2022; Why should I get in the car with you?\n
&#x2022; Think of points on the route\n&#x2022; Do you know my (the buyer&#x2019;s) hot buttons: features, functionality, value, ... ?\n
&#x2022; Who&#x2019;s in the car? Techs, managers, CIO, decision makers, project managers?\n
&#x2022; It depends on investment and risk\n&#x2022; I&#x2019;ll spend more (time and money) when the stakes are higher - $5 vs. $5m\n
&#x2022; Set my expectations, match the time and money I can spend\n
&#x2022; A scenario is not to predict the future, only be prepared for possible alternate futures\n
&#x2022; A great book, it gets you thinking\n
&#x2022; Scenarios help you prepare for the unexpected\n
&#x2022; My favorite part of convincing\n
&#x2022; There is WAY too much about stories and storytelling today to cover\n&#x2022; I teach a separate class on just that topic\n
&#x2022; We think, talk, and remember in stories.\n&#x2022; &#x201C;Mommy, Daddy ... tell me a story.&#x201D;\n
&#x2022; Dan Roam &#x2018;Back of the Napkin&#x201D;\n&#x2022; Bottom up - We &#x201C;think&#x201D; from low brain to high brain\n
&#x2022; Tell me a story, tell me YOUR story\n&#x2022; How Bob dished my resume\n
&#x2022; Unique, different\n
&#x2022; So you know MY story, what&#x2019;s your story?\n&#x2022; Better yet, what&#x2019;s OUR story?\n&#x2022; Our story is like a Venn diagram of overlapping circles (I expect your story to match mine perfectly)\n&#x2022; I listed these from the bottom up for a purpose. I&#x2019;ll show you why in a couple more slides.\n
&#x2022; 5 words, 5 sentences, 5 minutes?\n&#x2022; You might enjoy my post\n
&#x2022; Write the story independent of how you tell it\n&#x2022; Tell it based on your time and place\n
&#x2022; My story\n
&#x2022; My business&#x2019;s story\n
&#x2022; Elements of a good story\n&#x2022; Emotional stories are memorable stories\n
&#x2022; I always thought real-ware from vapor-ware should be clearly distinguished\n
&#x2022; How a geek looks at storytelling\n
&#x2022; Fill in the analogies\n
&#x2022; A good story should lead to one or several conversations\n
&#x2022; Think back to RSS feeds, email lists, blogs - they&#x2019;re a way to subscribe to a stream of stories (and comment)\n
&#x2022; A good story\n
\n
&#x2022; Great story, why should I believe it?\n
&#x2022; You&#x2019;re only an expert in some thing to some point\n&#x2022; Don&#x2019;t make me dumb to make you smart\n
&#x2022; 3 Stages of ACCEPTING PROOF - #1\n
&#x2022; 3 Stages of ACCEPTING PROOF - #2\n&#x2022; So far what you&#x2019;ve always told me checks out\n
&#x2022; 3 Stages of ACCEPTING PROOF - #3\n&#x2022; You have become my trusted advisor\n&#x2022; Think back to the &#x201C;Foster&#x201D; phase of selling, you need that trust level to shrink the sales cycle time\n
&#x2022; You can persuade me. Don&#x2019;t badger me. I&#x2019;ll convince myself.\n
&#x2022; Nothing proves the truth like a convincing demonstration\n
&#x2022; Customer success stories are great\n&#x2022; Susan Boyle on YouTube went viral\n
\n
&#x2022; Human nature: we have to touch things\n&#x2022; Tell a person there&#x2019;s wet paint on the park bench ...\n
&#x2022; It&#x2019;s an experience\n
&#x2022; Heck, everyone test drives a car before they buy\n
&#x2022; The trouble with education is often the subject doesn&#x2019;t seem real to students\n&#x2022; At an SE appreciation event, we DROVE NASCARs. Wow!\n\n
&#x2022; Good. Better. Best.\n&#x2022; Can you think of one?\n&#x2022; A corner street performer &#x2013; like in Italy\n
&#x2022; Fans at a Walnut Creek concert &#x2013; Rascal Flatts\n
&#x2022; Back to driving, not watching NASCAR\n
&#x2022; They experienced QOS first hand\n
&#x2022; The tipping point\n
&#x2022; No questions is not (well, rarely) good\n
&#x2022; If I ask I&#x2019;m interested\n&#x2022; If I&#x2019;m concerned, I&#x2019;m probably trying to figure out the implementation details\n
&#x2022; ALWAYS leave them with a way they can learn more. They may decide later, not now.\n
&#x2022; Don&#x2019;t treat me like I&#x2019;m not here\n
&#x2022; You don&#x2019;t need 2 hours surveys\n
&#x2022; You only need (2) questions\n
&#x2022; Put your guarantee in writing\n&#x2022; Don&#x2019;t be scared, don&#x2019;t you believe in what you&#x2019;re saying?\n
&#x2022; Sometimes you can&#x2019;t win. Know when to politely move on to the next prospect\n
&#x2022; This is really your goal: a SMART buyer \n
&#x2022; A SMART buyer is your best seller. You can&#x2019;t afford to NOT hire them.\n
\n
&#x2022; So, this is the only thing you need to remember from today\n&#x2022; Make sure you grab a card from up front\n
&#x2022; Remember, I said always give them a way they can learn more ...\n
&#x2022; Go to http://theideamechanic.com and subscribe\n
&#x2022; Oh you were probably going to ask ...\n
&#x2022; Now they&#x2019;re slides, after I add the audio from today in it will be a slidecast\n