Welcome Chief Executive Boards International Webcast

1. Welcome Chief Executive Boards International Webcast The Principles of Persuasion How To Build Strong Client Relationships At Chief Executive Boards we deliver all this, and more.

2. Your Host: Robin Taylor CEBI Manager, Member Services Headquarters: Greenville, South Carolina Local and National Executive Peer Advisory Boards www.ChiefExecutiveBoards.com

3. CEO Peer Advisory Knowledge, Experience & Insight

4. Announcing 2019 President’s Circle Webinars • √ Foolproof Decision-Making January 17 • √ Flawless Execution March 11 • √Art of Delegation April 18 • √ 7 Magic Sales Questions June 13 • √ 6 Principles of Persuasion July 18 • Increase Your Revenue via the Web September 19 Sign up on the CEBI website! Culture By Design

5. Grew a firm from $17 to $650 million in 4 years • Managed 30 sales locations with over 300 reps • Certified in Principles of Persuasion • Gazelles Intl Rockefeller Habits Coach • EOS Qualified Coach & Facilitator • Worked with over 400 companies • Generated over $1 billion in new business • Written hundreds of articles, white papers, marketing campaigns, sales scripts • Developed and implemented over 200 business development strategies • Produced dozens of business development training modules • David is a success expert David Rippe, CEO Celestia International Culture By Design

6. “WE ARE EVALUATED AND CLASSIFIED BY WHAT WE DO,HOW WE LOOK, WHAT WE SAY, AND HOW WE SAY IT.” ~ Dale Carnegie

7. Today’s Agenda • 6 Principles of Persuasion • Make sure the MAN is present • The Biggest Business Development Flaw

8. Influencing the Sales Process There are 6 principles of ethical persuasionthat positively influence people to movetoward your point of view: • Reciprocation • Scarcity • Authority • Consistency • Liking • Consensus

9. 6 Principles of Persuasion • Reciprocation: you,then me, then you Be the first to give: • Service • Information • Concessions 9

10. 6 Principles of Persuasion Scarcity creates demand! • Scarcity: the role of the rare Emphasize: • Genuine scarcity • Unique features • Exclusive information 10

11. 6 Principles of Persuasion • Authority: showing knowing Establish your position through: • Professionalism • Industry knowledge • Your credentials • Admitting weaknesses first 11

12. 6 Principles of Persuasion • Consistency: the starting point • Start small and build • With existing commitments • From public commitments • Toward voluntary choices 12

13. 6 Principles of Persuasion • Liking: making friends to influence people • Uncover similarities • Areas for genuine compliments • Must be authentic • Opportunities for cooperation 13

14. 6 Principles of Persuasion • Consensus: people proof, people power Unleash people power by showing: • Responses of many others (client list) • Others’ past successes (case studies) • Testimonials of similar others 14

15. Creating Powerful Case Studies • Use the PAR Method • Problem—what issue confronted the client • Action—what actions you took • Result—what were quantifiable results • Change the word “problem” to “challenge” if you prefer • Put yourself in the prospect’s POV • Use a professional copywriter, not a technical writer 15

16. Bonus Slides

17. Make Sure the MAN is Present The best way to know if the opportunity is real: • Money—do they have a real budget? • Authority—is the person THE decision maker? • Need—is there a real problem that must be solved? • Not just a “nice to have”, or … • It’s something we’re considering, or … • A project for someone trying to make him/her self look good

18. “Success rests on the critical ability to help others identify value in your offering.” ~ Neil Rackham

19. Biggest Business Development Flaw • Failure to reap benefits of your competitive advantage • Company doesn’t know they have a CA • Fail to promote their CA properly • Distorted or disconnected message Only 2 of 1000 CEOs knew their Competitive Advantage

20. Competitive Advantage 4 traits of a good competitive advantage • Objective not subjective • Quantifiable, not arbitrary • Isn’t claimed by competition • Is not a cliché 20

21. Competitive AdvantageThought Starters • Termssuch as flexible financing • Guaranteeswhich mitigate perceived client risk • Inventory turns that prove your product sells • Materialsthat can be proven to provide real benefit • On-time delivery is often a powerful differentiator • Informationor business intelligence that clients value • Specialized training or certifications 21

22. Developing Your Competitive Advantage Go from your general strengths to specifics: • Good customer service — all calls returned within 1 hour, technician at your location within 6 hours • Quality— in 2018 less than ½ of 1% of our customers returned one of our products • Reputation— over 90% of our business comes from referrals • Good results— after switching to our product customers averaged a 25% productivity increase • Consistent team — the average tenure of our employees is 12 years • Trust— our customer retention rate is 95%, twice that of our nearest competitor • Knowledgeable staff — our design firm has won more awards than any other firm in the region 22

23. Summary • 6 Principles of Persuasion • Reciprocation • Scarcity • Authority • Consistency • Liking • Consensus • Make sure the MAN is present • Develop Your Competitive Advantage 23

24. THANK YOU FOR YOUR TIME Any questions?