nail the sale: selling in b2b markets with david mellor

It’s not rocket science, it’s neuroscience…..

Building better relationships with clients and prospects

David Mellor

2016

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Introduction

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Topics

Self-Awareness

Sales Process

Adaptive Selling


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Part 1 – Self-Awareness


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Exercise

“A Winning Hand”


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“Neuroscience is where the intellectual action is these days”

“We seem to read about neuroscience everywhere these days. Why are people so interested in it right now?”

“The possibilities for neuroscience are almost limitless”


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Understanding Yourself


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9Copyright: The Center for Applied Neuroscience 9

(novelty and reward seeking)

SEROTONIN(mood control and conformity seeking)

Individuals who inherited particular genes in the Dopamine system tend to be:

Individuals who inherited particular genes in the Serotonin system tend to be:

conscientious, conventional, cautious, but not fearful, detail oriented, persistent, precise, orderly, consistent, careful planners, calm.

unconventional, uninhibited, optimistic, mentally flexible, spontaneous, creative, impulsive, curious, opportunistic, energetic, reckless.

ESTROGEN(empathy seeking)

TESTOSTERONE(dominance seeking)

Individuals who inherited particular genes in the Estrogen system tend to be:

Individuals who inherited particular genes in the Testosterone system tend to be:

competitive, independent, forthright, practical, aggressive, emotionally contained, decisive, direct, tough-minded, daring, focused.

caring, nurturing, sympathetic, idealistic, agreeable, supportive, sensitive, kind hearted, charitable, tolerant, unassuming, sentimental.

Neu

rotr

ansm

itter

sH

orm

ones

DOPAMINE


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Physiology

Metaphor

The Brain

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TALKATIVEIMPULSIVEOPTIMISTICIMAGINATIVEENTHUSIASTICENTERTAINING

KIND - HEARTEDCONSIDERATESUPPORTIVECARINGRELIABLEGENTLE

CAREFUL DETAILED REALISTIC ACCURATE ATTENTIVE THOROUGH

CHALLENGING COMPETITIVE OUTSPOKEN IMPATIENT FORCEFUL DECISIVE


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Part 2 – Sales Process


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The Sales Challenge


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Attributes of a Salesperson


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Features and Benefits


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USP


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Proof


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Sales Qualification Process


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Sales Pipeline


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Activity Plan


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Asking for the Business


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Part 3 – Adaptive Selling


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Adapting, Communicating and Relationship Building


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SELLINGIS ABOUT

PERSUASION

Persuasion is the process of guiding others towards the adoption of an idea, attitude or action.


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ADAPTIVESELLING IS …

... BRAIN TO BRAIN SELLING!


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OXFORD UNIVERSITY RESEARCH

“This three-year project will be the first large-scale study of how emerging neurological knowledge about human decision-making is transforming the techniques of those who seek to influence the behaviour of consumers.

It has far reaching implications for what we know about how humans make their choices, the role of the brain and the factors at play in everyday decisions we all take.”

Professor Steve Woolgar, Sayeed Business School, Oxford University


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ADAPTIVE SELLING

“Salespeople must remember that each customer is the centre of his or her own world, with a unique set of interests, motivations and beliefs. To be successful, the salesperson needs to discover those elements of their thinking, acknowledge them, and build on them in order to connect with audience.

People prefer to buy from those who are like them. All too often, however, salespeople fail because they’re trying to impress their audience with their knowledge, rather than trying to relate to them as potential customers. Ironically, even real experts fail when they attempt to impress audiences this way.”

Dr Stephen Kosslyn, Chair of the Department of Psychology,Harvard University


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A MEETINGOF MINDS


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The ‘Gremlin’ Brain


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FRIEND OR FOE?

Part of the human brain has the sole function of deciding at the moment of first contact whether the person in front of it is a friend or a foe. Located within the subcortical brain, this brain part it is incapable of thought or rationalisation and reacts purely on instinct by how it perceives the situation.

To avoid alarming that part of your customer’s brain, the signals that you need to give out at that very first point of contact must put the customer at ease. This includes your movements, gestures, facial expression, eye contact, your appearance, clothes, enthusiasm and posture.


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THE FIRST STEP

So, the first step in delivering great sales performance is have our total focus on influencing the customer’s sub-cortical brain – the brain’s alarm system – its ‘guardian’.

After we have ‘disarmed’ it, we can then go on to develop and build rapport, and open the potential customer’s message receptors so we can sell to them.

This means that we must focus on the customer to identify his or her behavioural preferences so that all our subsequent communication matches his or her needs.


What is Behavioural Adaptability?

Behavioural Adaptability is having the will and the skill to engage in a range of behaviours, not necessarily characteristic of your own behaviour preference, to deal effectively with the requirements of a situation or relationship.

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Cust

omer

Tens

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Lower

Higher

CustomerDiscomfortZone

Your Adaptability HigherLower

?


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Cust

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Tens

ion

Lower

Higher



CustomerDiscomfort


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Cust

omer

Tens

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Lower

Higher



CustomerComfort


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Green customers are outgoing, spontaneous, and social people. They tend to be chatty and gregarious. Be friendly while doing business with Green customers and let them talk. For those who don’t understand them, they can be seen as “time wasters” and frivolous.

The biggest source of stress to a Green is rejection. Don’t demand that a Green customer “get down to business”: they will feel stifled. Instead, give them choices and talk about how you’re going to help them. Green customers want you to value them for their ability to get things done - while having fun! It’s how they naturally operate.

Green Customer

Preferences


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When you communicate

with me

- Demonstrate mutual friendship- Allow time for social conversation- Let me express my ideas- Don’t be rude or aggressive- Use expressive or picturesque language- Try to remain positive and upbeat- Make me feel popular and entertaining- Don’t ridicule me- Keep the atmosphere friendly


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If you have a strong Green preference you can:

Reduce your need of approval from others - don’t be over friendly.

Be more open to facts and data.

Be better prepared and organised.

Listen carefully and take notes of what is being said.

Don’t over-promise.

Improving Adaptability


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Blue Customer

Preferences

Blue customers focus on the feelings and well-being of those who work with them. They enjoy forming close, trusting relationships. They want to hear your opinions before making a decision. And they want everyone to get on well together, including you. For those who don’t understand them, they can come across as wishy-washy approval seekers who ask too many questions.

The biggest source of stress to a Blue customer is conflict. Don’t act impersonal with a Blue customer. Get to know them and let them get to know you, and they will come to trust you and become loyal customers. Blue customers want you to value them for bringing harmony to even the most unsettling workplace situations.


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with me

- Be clear and explain details calmly- Listen to me and demonstrate patience- Give me time to understand and decide- Explain the benefits of a proposal- Give me time to adjust to change- Give me an opportunity to speak- Be supportive and understanding- Get to the main point quickly- Be agreeable and non-threatening


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If you have a strong Blue preference you can:

Reduce your emphasis on resistance to new ideas and opportunities. Be more assertive with your opinions. Be quicker to adapt and show a willingness to be flexible.Accept challenges and withstand challenging questions.Be less sensitive to refusal or rejection.



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Red Customer

Preferences

Red customers are results-driven, fast-paced and know what they want. They make decisions quickly and don’t like to waste time. They want be in control, to get in, get out, and get on with their business. For those who don’t understand them, they can come across as rude, arrogant and impatient. In reality, they are people who take on a great deal of responsibility, enjoy challenges, and strive to succeed.

The biggest source of stress to a Red customer is loss of control. Get right to the point. Share solutions to their problems and give them options. They want to know “What will you do?” and “By when will you deliver?” Red customers want you to value them for knowing what they want and being quick to get things done.


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with me

- Focus on action based results- Agree with objective facts- Give me answers, not problems- Be prepared to support your proposal- Be factual and realistic- Focus on the bottom line- Listen carefully to what I say- Get to the main point quickly- Be brief and specific


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Improving Adaptability If you have a strong Red preference you can:

Reduce your need to be in control of discussions and situations. Show that you are interested in the customer as a person.Be less forceful - more patient and approachable.Be more accepting and open to the views of others. Show that your are listening – don’t interrupt.


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Gold customers are detail-oriented. They value accuracy. Make sure to cross every “t” and dot every “i” before expecting them to approve your presentation. They will check out the facts, stats, and research before making a decision. For those who don’t understand them, Golds can be seen as pedantic people who slow down progress. In reality, they avoid rash decisions that might not be in the best interests of their companies.

The biggest source of stress for a Gold is “getting things wrong.” Don’t ask an Gold customer to guess at anything. Instead say, “I’ll be happy to call you when you have had an opportunity to study all the details .”

Gold Customer

Preferences


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with me

- Provide the pros and cons for a proposal- Give me time to analyse data thoroughly- Don’t be emotional or too informal- Don’t criticize my efforts- Don’t change things for the sake of change- Don’t break your promises- Provide a logical, step by step presentation - Be specific on points of agreement- Provide me with accurate data in writing


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If you have a strong Gold preference you can:

Reduce your emphasis on perfectionism. Be more open-minded to new ideas. Be more open to the views of others.Simplify verbal presentations and ideasRelax, show more optimism and empathy.



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Align

Adapt

Focus

with the Process

to the People

on winning ‘Brain to Brain’ communication


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Spot the organisation’s preference


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Goals – Objectives Measurements Validity Technology Past trends Financials Quality – Perfection

Policy Timing Control Resources Risk reduction Efficiency Methods - Regulations

Long-term objectives Vision – Purpose National – World New concepts Future trends Environment Fashionable

Personal development Culture – Values Communications Customer relations Community relations Teams – Relationships Learning - Development

Create a Value Proposition

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Exercise

Sales Qualification Process


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When Qualifying

Ask questions that uncover their vision Uncover their need for recognition Be tolerant of their casual use of time

Ask questions that relate to their work and personal goals Adopt a slow, comfortable pace Uncover needs for support and service

Uncover needs that relate to a business problem or issue Ask questions that are matter of fact Be prepared to be challenged

Research the situation thoroughly before you meet Ask fact seeking questions Avoid small talk and personal references


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When Emailing/Writing

Make solid references Be flexible and adapt to change Provide support to their ideas

Use words like: we, you, us Share in their interests Demonstrate personal service

Focus on action-based results Be factual and realistic Keep it brief

Be objective and task orientated Make sure of all names and titles Focus on accuracy of information


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When Proposing/Presenting

Provide testimonials from those they view as important Offer something value added or unique Appeal to their own esteem and status

Propose solutions that will help people Show how you covered all possible situations Present a collaborative personalised approach

Document options with pros and cons Be specific and factual – don’t overdo details Reinforce their perceptions of strengths and capabilities

Recommend a specific course of action Be organised, systematic and precise Provide all your numbers


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When Negotiating

Find common ground and shared vision Seek compromise Be proactive

Be accommodating and helpful Work on any differences agreeably Avoid any contact

Exchange what’s cheap for you and has value to them Challenge proposed outcomes Make commitments to get win/win

Be factual and accurate Have a list of must haves and nice to haves Trade on the detail


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Personal Action Plans


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Q and A session


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