Strategic Selling Techniques for Increased Success

1. “Nothing happens until someone sells something!”

2. 1A Into and Goal Setting $ $ $ $ Success $ $ Time

3. 1A Into and Goal Setting 10% 15% 90% 85%

4. 1A Into and Goal Setting Positive Open Expectant Higher Performance Skill Attitude Practice Knowledge Practice with Coaching Techniques and Processes

5. 1A Into and Goal Setting Rapport (Trust) Needs Close Eliminate Non-Buyers Before You Close Open Matching Repeat

6. Reasons Why We Don’t Sell More 1A Into and Goal Setting • We talk too much • We don’t ask enough questions or the right questions • We don’t see enough qualified buyers • We spend too much time with non-buyers • We think facts are enough • We don’t ask for the order

7. 1A Into and Goal Setting Selling is… “ …a systematic communication designed to produce a win-win situation.”

8. All Buyers Have 1B Who Are Our Best Customers? • Need or dissatisfaction big enough to cause them to change • Resources • Authority • Willingness to work with you

9. 3 Types of Buyers 1B Who Are Our Best Customers? • Current Need • Ready to buy now – short cycle • Imminent Need • Will likely buy soon – medium cycle • Future Need • May or may not ever buy – longer cycle

10. Levels Of Impact 1B Who Are Our Best Customers? • Technical • The widget didn’t get here on time • Business • I lost some sales • Personal • My bonus will be less

11. 3 Types of Buyers 1B Who Are Our Best Customers? • Current Need • Technical – “The Widget’s Broken Now!” • Business – “It’s causing increased overtime.” • Personal – “I have a headache from complaints.” • Imminent Need • Technical – “The widget’s on it’s last leg.” • Business – “Our maintenance costs are rising.” • Personal – “My boss is complaining about productivity being down.” • Future Need • Technical – “We want the widget first!” • Business – “We want a jump on our competition.” • Personal – “I want more profit so my bonus is bigger.”

12. 1B Who Are Our Best Customers? Understanding My Clients

13. Who To Call 1B Who Are Our Best Customers? Customers • A • B • C Suspects • 1 • 2 Very best, will buy more Good, don’t know about buying more OK, probably won’t buy more Have an in, already using competitors No in, don’t know if using anything

14. My 20 Second Commercial 1A Intro and Goal Setting • Major customer problem/ benefit – numberize it! • How do you do that – unique? • Past Success – one or two is good, three is better. • Subtle take away • “Move the sale forward” question We help entrepreneurs get into the movie business in a low risk and high return way… We do this by offering low buy in in family films which have an eight times higher ROI… The talent we’ve attracted includes the director of Sleepy Hollow, casting director of HP and the Chamber of Secrets, and writer of Lion King II. The last project our producer worked on had __… I don’t know if we can do the same for you or not, but… Would you have 15 minutes that we could go over the packet we sent you?

15. Session 1 Leadership Principles • Week 1 (1-7): Build Trust • Week 2 (8-14): Conflicts • Week 3 (15-21): Gain Cooperation • Week 4 (22-28): Build Leaders

16. Session 1 Memory Pegs • 1 – Run • 2 – Zoo • 3 – Tree • 4 – Door • 5 – Hive • 6 – Sick • 7 – Heaven

17. Suspect Value 1C Prospecting

18. 1C Prospecting Beating 92% of the Competition # Contacts % Salespeople % Prospects that that Quit Calling Won’t Respond Until 1 44% 2 22% 30% 3 14% 4 12% 5 4% 6 2% 70% 7 2%

19. Week 1 Action Plan • Complete the “Understanding My Clients” Chart for three different product/service lines • Script phone tracks and phone objections • Write out my voice mail process with 5 voicemails, (including a “Before You Quit” fax) • Write out three different “20 Second Commercials” • Complete the Goal Chart on the Previous Page • Show your Goal Chart to your Sales Manager or a Co-Worker so someone holds you accountable

20. My Solution Gap Buyer’s Gap 2A Questioning/Listening Barriers

21. Rule of 4 Phrases 2A Questioning/Listening • When talking to a prospect, if you say more than 4 sentences without asking a question, the prospect may lose attention.

22. Open/Closed 2A Questioning/Listening • Open ended questions require the client to think of and format an answer which they may not have been totally aware of before you asked. “What is your overall impression about Hollywood movies?” • Closed ended questions can be answered with one word or a predictable answer. “Do you think there is a market for family oriented movies?”

23. The 3 Thing Question 2A Questioning/Listening • A question that gives the prospect a multiple choice rather than a single or forced choice. Gives the prospect more of a feeling of being in charge. Tom, we have people who are looking for strong return on investment, some want additional streams of revenue, and some just want to see the movie industry become more family friendly. Which of these do you feel would fits you?

24. Onion Peeling 2A Questioning/Listening • Tell me more • Would you elaborate on that for me • Really • Zatso • Which means • How do you mean • Key - last word ?

25. Rule of 3 – Onion Peeling 2A Questioning/Listening • Prospects generally guard their true answers with socially acceptable answers that don’t always help in the sales process. You’ll probably need to ask at least 3 questions in each area to get to a meaningful answer. • How are your investments doing now? • Is that good? • Tell me a little more about the “dip” you talked about…

26. Opinion Asking 2A Questioning/Listening • These questions ask for your client’s opinions and usually include words like think, feel, believe, opinion, if. . .then.

27. Decision-Making 2A Questioning/Listening • These questions require the client to take a position. Should be asked at the right psychological moment. Usually include an action verb. “Did you want to go ahead and invest in a few units?”

28. Positive or Negative 2A Questioning/Listening Asks for the same information from different directions. Often elicits a stronger emotional answer from your prospect • Positive – You wanted to have this completed by year end, right? • Negative – Does it matter if implementation doesn’t happen until mid-January?

29. U-Turn 2A Questioning/Listening • Re-ask the question you have just been asked Prospect, “Do you have this one in blue?” You, “Do you need this one in blue?”

30. Half and Half 2A Questioning/Listening • A great way to give information to clients. It is a brief piece of information, followed with an evaluative question. “Yes, we do have those in blue, a very popular color. Does blue go with your plans?”

31. Key Phrases/Notes 2A Questioning/Listening • Record prospects key phrases, ones that seem to have special significance to them, and then use the exact phrases back when talking to the prospect. Generally requires liberal use of notes “We use a unique algorithmic process here.” “Tom, could you tell me a little more about how you see your algorithmic process interacting with our new widget?”

32. Reward Phrases 2A Questioning/Listening • Good question • Glad you asked • That’s an interesting point • You’re sharp. Not many see that • Seems to fit doesn’t it • Interesting! • You’re right • That’s correct • That’s true • Absolutely! • That’s been our other clients experience also

33. Help For Prospecting 2A Identifying Needs • 15% Driver 1 or 2 • 35% Analytical 5 to 7 • 35% Amiable 4 or 5 • 15% Expressive 2 or 3 Key Question “Am I calling at a good time?”

34. 2B Open Rapport (Trust) Needs Close Eliminate Non-Buyers Before You Close Open Matching Repeat

35. Gaining Favorable Attention 2B Open C ompliment R efer to something/one in common A sk questions bearing on needs M ystery I ncident N ews G ift

36. 2B Open • Verify Time • Is 15 minutes good? • CRAMING Statement • I heard recently that your company became Six-Sigma certified. That must have taken quite an effort… • Ask Permission • Do you mind if I ask you a few questions so I have a better idea of what we ought to be talking about?

37. Let’s Practice

38. 2B Uncover Needs Rapport (Trust) Needs Close Eliminate Non-Buyers Before You Close Open Matching Repeat

39. 2B Uncover Needs • Technical • Three Things Question (My Favorite) • Onion Peel • Business Impact • Onion Peel if needed • Personal Impact • Onion Peel if needed • Review

40. 2B Uncover Needs Step #1 Technical – Three Things Question • “Typically, when I speak to an entrepreneur like yourself about investing in a movie, they sometimes have challenges in one of a couple of areas… • (1) they are disappointed with the return on current investments, • (2) they have a high portion of their income coming from a single revenue stream or small number of revenue streams, and • (3) the third is usually more personal because they are sick of the crap coming out of Hollywood. Tom, I know you might not be experiencing any of these right now, but if you had to pick one of those three things that affects you most, which would it be?” • Onion Peel • Why’d you pick that issue? • Tell me more about that. • Could you be more specific? • Do you have a different policy now? • What have you done in the past to correct this?

41. 2B Uncover Needs Step #2 Business Impact • What would you say the overall impact of (issue) has been on your portfolio/family? • Really? Zatso? What does your wife think? Step #3 Personal Impact • My sense is that you’re a busy person – and that you already have a full plate – right? How important is it to you personally to find a solution to this challenge? • Why is it so important to you? Which means…?

42. Step #5 Review 2B Uncover Needs • Let me see if I’ve got this straight? • (review points) • Have I got it? • Is there anything else you’d like to add?

43. Let’s Practice

44. People Skills Dealing with Conflicts/Difficult People Memory Pegs • 8 – Gate • 9 – Wine • 10 – Den • 11 – Eleven • 12 – Shelves • 13 – Hurting • 14 – Courting

45. Week 2 Action Plan • Come up with three different CRAMING statements for each acronym letter. • Script out your first 10 Questions. • Practice Onion Peeling in friendly conversations. • Revise your “Understanding My Customer” Charts based on today’s data. • Join or Create a Leads Group

46. 3A Matching the Perfect Solution Rapport (Trust) Needs Close Eliminate Non-Buyers Before You Close Open Repeat Matching

47. 3A Matching the Perfect Solution • Facts, features, advantages • Application • Proof/Evidence • Validate Agreement (?) • Setting aside price for a moment, are you comfortable conceptually with what I have just outlined? • Our mission for the company is to put across quality films with a positive moral message • What that means to you is the quality is much higher than the movies you’ve seen before like, Left Behind. It also means that both your wife and 5-yr-old will like it. • Prod/Writer/Director have done projects like Lion King II, Beauty and the Beast II, Pocahontas, Lady and the Tramp, the Retrievers • Does this sound like we’re on the right track?

48. Practice • Open: 20 Sec Commercial • Needs: 3 Things, Technical, Business, Personal • Match: Feature, Application, Proof • Validate Agreement (?)

49. Let’s Practice

50. 71% Gaining Enthusiastic Cooperation Memory Pegs • 15 – Lifting • 16 – Licking • 17 – Leavening • 18 – Waiting • 19 – Shining • 20 – Plenty • 21 – Burger Bun