Welcome Chief Executive Boards International Webcast

1. Welcome Chief Executive Boards International Webcast 7 Magic Questions Webinar 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 & Coaching 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. 7 MAGIC QUESTIONS • YOU MUST ASK DURING THE SALES PROCESS

7. DISCOVERY — 7 MAGIC QUESTIONS OVERVIEW • There are 7 questions you must ask in orderto increase your win rate • Developed by world-renowned proposalexpert and author, Dr. Tom Sant

8. DISCOVERY — 7 MAGIC QUESTIONS OVERVIEW • Based on the fact that sales people often: • Know little about the prospect or account • Know little about the business situation • Know little about decision maker’s goals • Often present whatever is in their tool bag

9. THE HIGH COST OF NOT ASKING THESE 7 QUESTIONS • Lost deals and revenue • Wasted effort and resources • Proposing something that doesn’tmeet client needs • Opportunity costs lost pursuing wrong opportunities • Deals won that are not properly scoped • Longer business development cycle • Customer dissatisfaction

10. BENEFITS OF USING THE • 7 QUESTIONS • You get to know the client • You establish a relationship (which isn’t easily duplicated) • You learn their Business Issues and Expected Outcomes • You get the client talking (and people love to talk!) • You demonstrate that you care about their business and want successful results (not just winning the deal) • You are given the exact information needed to prepare a spot onproposal based exactly on what the prospect told you • The client helps you to build an irrefutable business case • You get beyond the RFP (rip and read) process • You gain the opportunity to demonstrate your professionalism and expertise • You gain a clear advantage over your competition

11. MAGIC QUESTION #1 What is the client’s need/problem? • Don’t accept “read the RFP” • Real problems are not found in RFPs • Dig deeper, beyond the obvious • Find the real reason they are looking for a solution • They wouldn’t be willing to spend money if they don’t have a valid need • What costs are they trying to control? • What waste are they trying to avoid • What errors? • Are there lost sales • Every industry/vertical has a handful of repeated needs/issues • Use the 80/20 Rule to know the types of needs in advance by industry

12. MAGIC QUESTION #2 Why is the problem worth solving? • Use the 5 Whys to get to a deeper understanding • Who is affected by the problem? • Trace the chain of pain • The higher up the command chain the more important the problem is to the client or prospect • Be careful not to be annoying in asking the 5 Whys • Can be used directly with the client • Can be used to in the team kick-off meeting

13. MAGIC QUESTION #3 What objectives or resultsdoes the customer seek? • Could be the elimination of a problem • Usually goes beyond problem solving to the deliveryof important improvements • Typically found in 3 core areas of performance • Strategic—often measured in monetary terms, but not exclusively • Tactical—operational performance or enhancements to infrastructure • Social—about improving relationships either internal or external • 4th core area—individual gain such as career, income, prestige • This can never be mentioned in a proposal and is often off the record

14. MAGIC QUESTION #4 Which result is the most important? • You need to know what matters most to the decision maker • Must present your ideas in the same order that matters to the proposal readers and influencers • Most to least priority shows you think the way the customer does • Use the Primacy Principle—make the best possible first impression • Using the client’s priorities reduces cognitive dissonance (discomfort from a differing view) and enhances rapport • Creates confidence • Becomes the foundation of your value proposition • Presenting solutions to produce results the customer isn’t looking for will not win you the deal

15. MAGIC QUESTION #5 What products or services canwe offer to solve the client’s problem? • Should be the easiest of the 7 to answer! • Be sure to carefully consider and brainstorm with the client • The more you can marry what you know about the client needs and expected outcome (results) the more likely you separate yourself from the pack • Creates a true client-centered solution • Do not offer things that are not relevant to the client need • Proposals are the wrong vehicle to up-sell and cross-sell • Your initiatives are not the clients needs

16. MAGIC QUESTION #6 What are the probable outcomesfor each potential solution? • Remember, you are asking the client for their opinion as to which outcomes will be achieved if you do X, Y & Z • If possible, discuss the top 3 expected outcomes • Frame your discussion in Good, Better, Best terms • When preparing the proposal start with Best firstthen Better, then Good • Repeat their expected outcomes for each • Provide ROI, metrics and specifics as to how the expected outcomes will be achieved by your solution • In addition, be sure to discuss other “softer” but important benefits and advantages that could elevate your proposal above all others

17. MAGIC QUESTION #7 Which solution is best? • Based on 1st 6 questions you should be able to answer this (but don’t) • It should be fairly obvious at this stage of dialogue • Client has told you what he or she needs and is activelydiscussing your solutions • Use phrasing that affirms their answers “Based on what I’ve heard,it appears that our new geothermal thingamajig is the best solution.Do you agree?” • There are many ways to do this without being pushy or opinionated • Be careful not to jump to this stage too early in the meetingby “telling the customer” what they need • Ask, listen and lead … but don’t dominate the conversation

18. SUMMARY OF THE • 7 MAGIC QUESTIONS • What is the client’s need or problem? • Why is the problem worth solving? • What objectives or results does the customer seek? • Which result is most important? • What products or services can we offer to solve the client’s problem? • What are the probable outcomes for each potential solution? • Which solution is the best fit?

19. THANK YOU FOR YOUR TIME • Any questions?