Take the Sell Out of Selling Andrea Howe - Oct 2012
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Transcript of Take the Sell Out of Selling Andrea Howe - Oct 2012
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
Take the “Sell” out of Selling: 4 Key Behaviors that Drive Business Development
Andrea P. Howe
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
Take the “Sell” out of Selling: 4 Key Behaviors that Drive Business Development
Andrea P. Howe
Hello!
If you had to describe how you are in one word as we begin this webinar, avoiding “good,” “fine,” or “OK” in favor of being more descriptive, what one word would you choose?
Enter your reply in the text chat box now.
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
It was a dark and stormy morning …
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
What’s a memorable “sales failure” of yours?
A. You too tried a “technique” that didn’t go over well
B. You overcorrected by being too tentative
C. You overcorrected by being too aggressive
D. Other
E. You’ve never ever had a “sales failure”
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
We’ve all got hurdles to overcome
• Our pasts
• Our roles
• Widely-held stereotypes
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
The definition of “sell” isn’t pretty
Source: http://www.merriam-webster.com/dictionary/sell
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
The hurdles have consequences
• Distraction
• Stress
• Missed opportunities
• Lost deals
• Lost relationships
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
There’s upside
• Selling = fun
• Relationships = rewarding
• Results = extraordinary
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
Today we’ll answer this question:
How can you apply 4 simple behaviors that you already know to get re-tooled and re-charged on the subject of developing business?
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
Olympic athletes know the value of mental prep
“Although mentally strong athletes do not always win medals due to a variety of conditions, athletes with a weak ‘mental game’ virtually never win at the biggest competitions.”
From the U.S. Olympic Committee’s Top Ten Guiding Principles for Mental Training, as reported in Foundations of Sport and Exercise Psychology With Web Study Guide-5th Edition by Robert Weinberg and Daniel Gould
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
So we’ll look at “selling” from 3 perspectives
Thoughts
Feelings Actions
1
2 3
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
“Mastery” is more than “really good”
unconsciousincompetence
consciousincompetence
unconsciouscompetence
consciouscompetence
competence
consciousness
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
By the way, here’s what’s in your goodie bag
www.bossanovaconsulting.com/raintoday
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
What do you think about sales?
To objective of selling is to _________________.
Words that come to mind immediately when I think of selling are __________________________.
When it comes to selling, I wish _____________.
If only sales didn’t have to be _______________.
Fundamentally, selling requires _____________.
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
Thoughts drive feelings which drive actions
Thoughts Feelings Actions
“Selling means convincing”
CorneredFocus on your solution (only)
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
Trust-based selling is about helping
“The objective of trust-based selling is to help the buyer do the right thing—for the buyer. Period.”
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
When we’re helping we feel and do things differently
Thoughts Feelings Actions
“Selling means helping”
Relaxed1. Focus on all the options
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
Who’s familiar with the 1940’s classic movie, Miracle on
34th Street?
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
How we define our value drives what we do
Thoughts Feelings Actions
“Selling means convincing”
CorneredFocus on your solution (only)
“My clients care most about my expertise”
Pressured Talk—a lot
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
Professional services are a lot like perfume, fine wine, and ice cream
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
Doing says more than talkingThoughts Feelings Actions
“Selling means helping”
Relaxed1. Focus on all the options
“My clients’ experience of me matters”
Motivated 2. Sell by doing
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
Awkward thoughts produce awkward action
Thoughts Feelings Actions
“Selling means convincing”
CorneredFocus on your solution (only)
“My clients care most about my expertise”
Pressured Talk—a lot
“I wish I didn’t have to [sell]”
UncomfortablePretend it’s not awkward
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
Have you ever used the Mozilla Firefox web browser and
experienced a “crash”?
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
Caveats are conversational jewels
Thoughts Feelings Actions
“Selling means helping”
Relaxed1. Focus on all the options
“My clients’ experience of me matters”
Motivated 2. Sell by doing
“If it seems awkward, I can say so”
Liberated 3. Use caveats
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
Caveats are customizable
“At the risk of coming across as ‘salesy’ …”
“This seems a bit awkward …”
“I may be overstepping my bounds here …”
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
How we think about trust alters our behavior, too
Thoughts Feelings Actions
“Selling means convincing”
CorneredFocus on your solution (only)
“My clients care most about my expertise”
Pressured Talk—a lot
“I wish I didn’t have to [sell]”
UncomfortablePretend it’s not awkward
“Trust takes time to build”
Resigned Wait too long
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
High degrees of trust can be established very quickly
T trustworthinessC credibilityR reliabilityI intimacyS self-orientation
C + R + I
S
T =
Source: The Trusted Advisor by Maister, Green, and Galford, The Free Press, 2000
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
Caveats are a “trust trifecta”
T trustworthinessC credibilityR reliabilityI intimacyS self-orientation
C + R + I
S
T =
Source: The Trusted Advisor by Maister, Green, and Galford, The Free Press, 2000
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
Trust is positively correlated to risk
Thoughts Feelings Actions
“Selling means helping”
Relaxed1. Focus on all the options
“My clients’ experience of me matters”
Motivated 2. Sell by doing
“If it’s awkward, I can say so”
Liberated 3. Use caveats
“Risk-taking builds trust”
Empowered 4. Ask permission
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
Asking permission sounds like helping
“Aria, we’re going to be working together closely for four months. We
are totally committed to achieving the results we’ve defined in our project plan. Along the way, we might see
opportunities to improve your business that fall outside the scope of our work. Would it be OK with you if
we bring those to your attention when we see them?”
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
Now we’ve identified 4 behaviors that take the “sell” out of selling
1. Focus on all the options
2. Sell by doing
3. Use caveats
4. Ask permission
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
Which one captures your interest and attention the most?
A. Focus on all the options
B. Sell by doing
C. Use caveats
D. Ask permission
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
There is more than one way to drive right actions
Thoughts Feelings Actions
“Selling means helping”
Relaxed1. Focus on all the options
“My clients’ experience of me matters”
Motivated 2. Sell by doing
“If it’s awkward, I can say so”
Liberated 3. Use caveats
“Risk-taking builds trust”
Empowered 4. Ask permission
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
What’s on your mind?
Insights?
Points of view?
Questions?
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
It takes practice to become natural
“We are what we repeatedly do. Excellence, then, is not an act, but a habit”
—Aristotle
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
There’s extra incentive to practice
+
andrea@ bossanovaconsulting.com
www.bossanovaconsulting.com/raintoday
© 2012 Andrea P. Howe. All rights reserved. Portions of this material were developed in partnership with Charles H. Green
There is one action you can take
What is it?
1-202-906-0485
@AndreaPHowe
andrea@bossanovaconsulting
.com