‘Selling 101’ – Sales for non-salespeopleAndrew Rudin,Managing Principal, Contrary Domino Partners

www.contrarydomino.com

703.371.1242 (mobile)arudin (at) contrarydomino (dot )com

Who is Andy Rudin, and why is he here?

Influence someone to adopt your cause or point of view?Hold a stimulating conversation with someone you just met?Win something you compete for, and enjoy the experience?Rebound purposefully from a loss or setback?Demonstrate empathy?Intentionally help someone else to succeed at something?Make decisions that are ethically correct even when they aren’t in your financial best interest?

Can you . . .

Key Problems to Solve

a)What does your customer want to buy?

b)How does he or she want to buy?

c)How do you make that as easy as possible?

A few sales myths . . .“We basically need someone to just open some doors for us . . .”

“Our firm’s reputation sells itself.”

“There are no direct competitors for what we do.”

“I’m not that good at selling.”

“Sales is really just a numbers game.”

“The purpose of a business is to create a customer.”

Peter Drucker

Basic Marketing Process

1. Learn what your prospects want (outcome).2. Figure out how to deliver it.3. Tell them that you did.

Revenue-generating systems

Revenue-generating systems

Buying Systems

Gap(cost)

Revenue-generating systems

Buying Systems

Gap(cost)

Friction(cost)

Sales Cycle (versus?) Buying Cycle

1. Service design 2. demand

generation3. engagement 4. sales closure5. delivery

1. need recognition and problem awareness

2. information search

3. evaluation of alternatives

4. purchase5. post-purchase

evaluation

What are the assumptions?What’s not represented?What are the flaws of this model?

“They have a lot of other projects on the plate right now.”

“They told us ‘we’re in the hunt’!”

“We learned that they plan to meet with our competitor.”

“They’d like to see a demonstration of our product.”

“With their new acquisition, they’ve reprioritized.”

Opportunity Funnel

Are you ready . . . ?

How to Ignite Sales Conversations

• Approachable• Positive intent• Kindred interest• Mutual curiosity• Potential value• Transparency• Honesty• Purpose

It’s 12:48. Let’s go! Sure. Fine

with me!

7-Item Sales Call Safety Checklist

(Answer yes/no/or maybe)

I know the outcome or result my prospect is seeking from this meeting. I am bringing knowledge and resources that my prospect is likely to value. I know what needs to be learned. I have situational awareness. I have visualized the successful outcomes for this opportunity. I have planned for what to do in the event something doesn’t follow the expected path I am 100% mentally present.

Information about prospect company

KnownsUnknownsAssumptions

Information about prospect company

KnownsUnknownsAssumptions

The Goal: know the right things—not “everything you can!”

Information about prospect company

KnownsUnknownsAssumptions

“There are no facts in the building.”

Qualification: Figure out greatest risks . . .

• My solution might not be valuable for this client . . . • I might not be able to get access to the people who have the ability to take action . . . • My prospective client might not have the financial resources to purchase and implement my solution . . . • My prospective client isn’t motivated or doesn’t have the will to solve the stated problems. . .

5 Key insights do discover

1.Situation consequence, impact

2.Network3.Motivation4.Attitude/Sentiment5.Vision

“A problem well defined is half-solved.”

1.Is access water a human right?2.Is it ethical for companies to

profit from selling water?3.How do we get water to people who

need it?

How to Discover Capability Gaps

As Is To Be

gap

ProjectsProjects, Prioritized1. 2.

Resonate Differentiate Substantiate

The “Three-Legged Stool” for Sales Conversations

Resonate Differentiate Substantiate

Lots of people are calling us about this.

Resonate Differentiate Substantiate

This seems risky.

Resonate Differentiate Substantiate

Send us your brochure and pricing, and we’ll get back to you.

Resonate Differentiate Substantiate

Great . . . But it’s not something we’re worried about.

Resonate Differentiate Substantiate

. . . I wonder if the kids remembered to feed the dog this morning . . .

Resonate Differentiate Substantiate

I’ll set up a time to meet next week so we can discuss this with our EVP for business strategy.

Conversation pointsResonate Differentiate Substantiate OutcomeResonate X X “Lots of

people are calling us about this.”

Resonate Differentiate X “There’s too much risk!”

Resonate X Substantiate “Send me your brochure and/or pricing, and we’ll get back to you.”

X Differentiate Substantiate “Great , but that’s not us.”

X X Substantiate Not really listening

Selling’s Do’s and Don’ts

Do: make inquiry and discovery a centerpiece of your sales appointments.Don’t: Rely on show and tell, and walk away without knowing what your client really wants.Do: see the world through your client’s eyes. Understand the outcomes your client seeks—not just the product features.Don’t: assume that your client cares about your company or your products.Do: make your motivations transparent, and insist on transparency in return.Don’t: create an environment that stifles candor and honesty.Do: respect your client’s decision options throughout the sales process.Don’t: assume only one possible outcome for your sales engagement.

Time for questions . . .

Andrew (Andy) Rudin703.371.1242

arudin(at)contrarydomino(dot)com