032609 Foley Second Gear Presentation

Second Gear: Conversational SellingFoley & Lardner

March 26, 2009

Copyright © 2009 Shift Worldwide page 2

Agenda1:00pm – 1:05pm Introductions1:05pm – 1:10pm Agenda and Overview1:10pm – 1:30pm Opening Context1:30pm – 1:55pm Chat1:55pm – 2:20pm Conversation2:20pm – 2:55pm Conversion2:55pm – 3:00pm Close and Next Steps


Program Overview

Week 13/9/09Tech Upramp

Week 13/9/09Tech Upramp

Week 23/16/09Research/Interviews

Week 23/16/09Research/Interviews

Week 33/26/09Best Practices

Week 33/26/09Best Practices

Week 44/2/091-on-1Coaching


Week 54/10/09Group Session 1










Week 105/14/09MomentumSession

Week 105/14/09MomentumSession


Personal Objectives• Using the noteboard, I’ll record what you’d like to get out of today’s

session• If you don’t learn something you wanted to, please contact me so I can

help you after the session• Order to respond:

• Jaime, Jessie, Bob, Mike

Opening Context


Second Gear Theme

“Life ain’t nothin’ but questions and stories.”


Building a Book of BusinessKey business development competency: conversation

Conversations can happen anywhere, anytime, with anyone:

Opportunities are everywhere.

Work Personal

Inside FoleyWith the clientProfessional EventsAssociation MeetingsLunchesAlumni EventsCoffeesEtc.

HomeNeighborsChurchWeddingsFuneralsPartiesSporting EventsEtc.


Definitions“Marketing”

• One-to-many awareness raising• Advertising

“Business Development”• One-to-one relationship development• Personal trust or expertise building

“Sales”• One-to-one business problem solving• Direct opportunities


People & Conversations• People buy through conversations• It matters…

• Why you are conversing• Who you talk to• What you ask/what you say• When you talk to them• Where you engage• How you converse

• Most importantly: did you create a memory?


People Types• Four types of people:

• Evangelists – promote you unprompted• Hubs – “know everyone”• Bridges – connect you to opportunity• Sideliners – everybody else

• Chatting conversation conversion


Differenceso Chat: small talk

o Examples: Weather/Sports/Wife/Kids/Pets “Babies and cats”

o Conversation: relationship buildingo Examples:

Economy Weekend plans

o Conversion: opportunityo Examples:

Upcoming litigation Effect of law change


Mapping ExerciseExercise: Who are evangelists, hubs and bridges in your networks?

Evangelists

Bridges

Hubs


Chat Definition“Idle banter, typically on innocuous or unimportant subjects, made to

open conversations, usually out of politeness” – Wiktionary.org

• Feelings of chat for group?

• Purpose beyond politeness?


Chat Partners• Who do you chat with?

• Where do you chat?

• How do you know who to chat with?• Exercise: profiling for new chat


Body Language & Approach• Scanning for 1-2-3’s

• Body language: open or closed

• Approaching

• Opening line


Messages are Important!


Messaging Best Practices• Memorable Messages are…

– Simple– Relevant– Different– Emotional

Goal: Create Messaging that Creates “Prospective Memory”


Extending ChatReactive Proactive

“What Do You Do?” 6-8 word answer beginning with “I…”

“Oh really? Tell me more.”

“Oh really? Tell me more.”

Professional Story 1 and/or Professional Story 2

Ask another question

“How’ve you been?” Not “fine.” Brief Personal or Professional Story

“Just fine?” Push for story


Breaking Frames• Breaking frames of expectation

• Expected vs. different experiences

• Shared values and/or experiences

• Exercise: breaking frames of chat


Seeds & Doors• Planting seeds

• Latent • Planting ideas in others heads• Let them grow• “File & return”

• Opening doors• Active • Open doors for them• They open doors for you• “Remember & react”

Conversation


Conversation Definition“Communication by two, three, or more people. Conversations are the

ideal form of communication, since they allow people with different views on a topic to learn from each other.

They may insert aspects of their lives into their replies, to relate to the other person's opinions or points of conversation.” – Wikipedia.org

• Favorite subjects of conversation?

• Purpose beyond learning?


Question-Story ModelUse the Question-Story Model to deepen relationships and uncover problems

you

prospect?

Question“What have you been working on lately?”

Story“Not Much. We’ve been really busy, though!”

Question“What’s keeping you that busy?!?”

Story“Oh, this new real estate deal we’re

trying to get off the ground. Youwouldn’t believe how ridiculous gov’t

Is sometimes!”Question

“What makes it so ridiculous?”Story

“The seller of land, my boss and the citySee things very differently. We’ve been held

up now for 6 months.”Story

“Tell me about it! I just finishedup a matter where the same thing

Happened…but they had been locked upfor a year!

Lead“Maybe you could help us out – can I

get you in touch with my boss?

Close“Sure, I’ll get in contact with you

tomorrow to follow up.”


Reactive vs. Proactive• Reactive

• People chat, have a conversation with you• Be ready at any time

• Proactive• You intentionally chat, converse with others• Can choose who/when/where

• Exercise: fishbowl question-story model


Question and Story Forms• Four types of questions and stories

• Lead-in: new conversation or subject• Background: knowledge and experience (credibility)• Power: opinion and decision• Connection: future action


Question and Story Forms• Exercise: group discussion

• What form would:• Lead-in questions take?• Background questions take?• Power questions take?• Connection questions take?

• What goal should your stories have?


Win-Win• Goal of conversations: gain interaction in the future

• Three possible results:• Relationship building (seed planting)• Problem identified (door opening)• Problem solved (door opening)

• Graceful exits and signals

• Following up


Building Social Capital• “Give before you get”

• Developing trust• Doing what you say you will• Being there in a crisis • Sacrificing self-interest• Others?

• Exchanging reciprocity

• Ask “How can I help?”• Helping tangential contacts• Say/send “thank you”• Others?

Conversion


Conversion Definition“An event that results in a transformation.” – wordnet.princeton.edu

• Experiences of conversion for group?

• Feelings of conversion for group?


Opportunity Types• Marketing

• Speeches, articles, blog, profiles• New client

• “Nibble, nibble, bite”• Current client

• “Continued understanding and investment”• RFP

• “Odds + investment + payback”


“Buying” Points• Buyers buy for specific reasons:

• Order of purchase likelihood:• Fear, Improvement, Hope, Galactic

Emotional Logical

Tactical FEAR IMPROVEMENT

Strategic HOPE GALACTIC


Histories & Audiences• Understand context

• Legal requests• Business environment• Personal stake


Primary Intelligence• Intelligence used as question – story content• Primary

• Personal interviews• Who has knowledge of this person/company/situation?• What would you ask to learn more?• How should you use this information in conversion?


Secondary Intelligence• Secondary research

• Company home page• About Us• Recent News

• Yahoo finance (public companies)• 10-Q Report

• Google• Company name + “News” link• Client name + “News” link

• Linked In search• Blog search (www.technorati.com)• Twitter search

http://www.technorati.com/


Asking not Tellingo “Selling is not telling…it’s asking.”

o Judged by the quality of question vs. the ability to tell

o “They’re just not that into you”o Focus is always on the cliento Clients view: attorneys as commodities?o Understand first, then be understood


Buying Process

conversationconversationchatchat

conversionconversion

People

Lead-inBackgroundPowerConnection

Lead-inBackgroundPowerConnection

Breaking Frames


Following Up• Quick email after steps of conversion

• Thanks• Review of topics• Decisions made• Detail next steps• Send Outlook calendar invitation• Gain affirmation of next meeting


Power: Getting to Yes• “Burning platform”

• What happens if you don’t do this?• “Timing”

• When are these issues critical enough to do something about them?• “Skills”

• Can you solve this problem inside your organization?• “Value”

• Does solving the problem require a high level of expertise?• “Political alignment”

• Who else does this affect and are they on board?• “Ask for the work”

• What is the timeline for getting started?


Beyond Yes• “Stealing the bacon”: Family Feud?

• Stay connected upon indications• Competitive threats• Remain engaged with Bridges

Summary and Close


Summary and Close• “Life ain’t nothin’ but questions and stories.”• Turning on/turning off• Know people types• Quality questions get quality stories• Quality stories develops memory• Give before you get• Stay connected by looking for hooks


Coaching & Group Sessions• Coaching:

• 1: Personal messaging development• 2: Dissecting your EHBs• 3: Uncovering current opportunity

• Group sessions:• 1: • 2: “Never Eat Alone” by Keith Ferrazzi• 3: Collaborative advice on opportunities

• Homework:• 1: Buy book(s)• 2: Create contact list; identify personal EHBs (use email)• 3: Intelligence on specific targets for new, continuing work

032609 Foley Second Gear Presentation

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Transcript of 032609 Foley Second Gear Presentation