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The Modern Sales Conversation
Jorge Soto and Steli Efti
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Jorge Soto
12 years, Obsessed with SalesDoor-to-door to EnterpriseSerial Entrepreneur, Startup Sales Training (S4S)Always Startups
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Steli Efti
Founder and Ceo at Close.ioYcombinator Alumni AuthorSpeaker
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Best learning…
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I was a bookman…
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What is Sales?
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What is Sales?
It’s a game of inches
A Process
Finding the buyers
Art of Effectively Dealing with Rejection
Managing Self Emotions
Art of Listening, Discipline, & Schedule
Finesse and Fight
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Basic Funnel
Leads
Qualified Leads
Deals
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The Effect of Cost and Decision Making
Short Sales Cycle
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The Effect of Cost and Decision Making
Longer Sales Cycle
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The Effect of Cost and Decision Making
Lower Cost:• Lower Risk• Less Stakeholders
Higher Cost:• Higher Risks• More Stakeholders*• B2B Buying
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Sales Cycles – Short to Long
Retail SalesDoor-to-door SaleInsurance SaleCar SaleEnterprise, B2B Sales
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Prospect
A potential customer, client, or purchaser
A candidate deemed likely to succeed.
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Prospecting
Targeting of “prospects" and the initial communications with them in the hopes that these communications will eventually lead to a closed sale and a new client or customer.
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Prospecting
The process of beginning conversations.
Some die and some live on.
Shorten the distance between steps
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Prospecting
Pre-Approach
The Approach
• Objective: Begin Conversations!• Conversations have Structure• Inbound versus Outbound Messaging • NAMES!!! Use NAMES!!!• Low and Slow conversational talk
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Prospecting
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Prospecting – Email, Digital
• Ask a Question• Short and Sweet• Personalized• Call to Action• Not a Marketing Email!
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Prospecting – Phone Approach
• Examples….
• Very Cold – No Names, No Validators, Don’t know decision maker.
• Cold – Use Names
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Prospecting
Have GOAL in Mind!
Qualify and Move On!
Phone > In-Person or Next Call
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Mental Framework
Always Follow StructureDon’t Cut Corners!Be in the Game!
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Meeting Management
1. Rapport2. Intro
1. Thanks2. Your objective 3. Buying Atmosphere 4. Time5. Anything Else
3. Cover Objections4. Investigate 5. Recap6. Close
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Selling Framework
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Closing
Next Step!
Small Items versus large items
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Buying Atmosphere
“All I ask”
“One way or the other I’m ok”
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Expert at No!
Expert at Failure
Know the why
Know the when
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Negative Selling
“Not sure is this makes sense”
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Names, Names, Names!
“Our client XYZ likes this”
“This is something that XYZ found that didn’t work then tried this”
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Best Practices
1: RECORD YOUR SALES CALLS
2: ROLE-PLAY
3: MENTORSHIP (Not manager)
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Conquer Fears
Achieving
Crushing Mediocrity
Look in the mirror
This is about YOU
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