the inner game of selling and marketing

10/04/2023 Dr Felton Lean, Ignite Holdings, Colombo, Sri Lanka

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The Inner Game of Selling and Marketing

at Shore 2 Shore

Dr Felton Lean, MBA, Ph.D.in Management

Certified NLP Master Practitioner and Certified Transformational CoachIgnite Holdings, Colombo


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Self Understanding

Discovering Why You Sell What You Sell !What Controls Your ability To Sell?• The Economy• Your Product/Service/CRM System/• Your Knowledge/ Experience/Compensation• Your Company ORA DEEP POWER WITHIN YOU


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Unconscious Beliefs

• Who You are• What You are capable of achieving• What level of life’s rewards you deserve to

enjoy


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The Truth about You

You are made up of three PartsThe Intellectual “I Think” Logical, rational,knowledge part of You which learns information, makes decisions and chooses behaviour or action.The Emotional “ I Feel” Part of You that experiences feelings and emotionsThe Creative/unconscious “ I Am”The unlimited Power and Energy


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The Ideal You

The great Combination of “ I THINK” and “ I AM” will drive your

SUCCESS


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Breakthrough Process

1. Become aware of your Current Behaviour2. Notice the attitude or feelings that seem to influence

these behaviours3. Attempt to connect these feelings and behaviours with

the unconscious beliefs that might be driving them4. Select embedded beliefs that you would like to have

embedded in Your “I AM”5. Have the Courage to go through Change, Conflict and

ambiguity that comes as you grow and develop new beliefs


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Part 2

BOUNDARIESExamining Your Current Boundaries Each one of us has our own Unique, Unconscious Belief Boundaries


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Your Belief Boundaries

• What’s possible for me to sell?• What’s possible for me to earn?• What size sales are possible for me to make?• What level of people am I able to call on?• What kind of home is possible for me to live in?• How much money am I able to save and invest?• What places can I afford to go?• What kind of clothes am I able to wear?


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Your Belief Boundaries

• What Kind of education can I give my Children?

• What rewards and advantages am I able to give my family , my society and my Company?

• What level of value can I create for People?


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Your Definition of SellingThe Questions we ask

Selling is a process of identifying and satisfying people’s wants or needs. It’s creating extra value for them above the price they pay you for it

Do You agree?Read it again…..


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Questions you ask as you determine how you sell

• Do You prospect yourself by asking yourself “Who can I sell something to/ or do you ask, “ Who might have a need,want,problem,or challenge that I can help fill, satisfy or solve?

• Do you approach people with the intent of selling them something or with the intent of first gaining trust and rapport with them?

• After gaining trust and rapport do you tell them about your product or service or do you ask questions to determine whether they have needs that you can help them fill?


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• Do You expect people to buy what you’re selling because they understand its features, advantages and benefits or to make that decision because your offering will help them reach their goals?

• After people understand your product and service features do you attempt to close them or do you draw them out and make sure your solution is a fit?


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• Do You view negotiation as a process of convincing people to see things your way or do you view it as a process of seeing things their way?

• Do You believe that closing is getting someone to do what you want them to do or do you view it as a step they want to take because of the benefits they’ll enjoy?

How honestly you answer these questions will determine your actual view of selling


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Abundance Mentality

These People look at the world and see abundance rather than Scarcity Developing an Abundance Mentality• Write tomorrows date• Who will I contact or meet tomorrow?• What extra value might I create for them?• How might they feel when I give them extra value?• How will I feel when I give them extra value?Do this daily at the end of each day and write down the process on a card or sheet of paper


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Influences upon your Self beliefs

• Parents beliefs• Upbringing• Past failures or success• Teacher's, Mentors, Managers, Friends

messages• Culture• Education• Perception


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Why do Blockages Occur?

• Seek Security and Comfort levels• Resist Challenges, change or risk• Seek the known and steer clear of the unknown• Confirm to the influence,opinions and wishes of others• Focus more on our weakness than strengths• Punishing ourselves more for our mistakes than

rewarding our success• Accept life as it comes along rather than challenging it.


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Common Blockages for Sales People

• Limited view of what selling is• Inadequate belief in their own abilities to do what they think

selling is• Negative Support Systems• Old, outdated , accumulated beliefs• Locked in an environment that does not allow success• Inability to erase old memories of old failures• Conflict between sales activities that they do and their inner

values• Unwillingness to take personal responsibility for their own

success and a deep sense of Unworthiness.


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Part 3Achievement

1. Strong Goal Clarity2. High Achievement Drive3. Healthy Emotional Intelligence4. Excellent Social Skills


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Goal Clarity

• Where You want to go----- Destination• When you want to arrive-----Time• How you’re going to get there--- Process


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Achievement Drive( Energy)

Rate the following on a scale of 1-101. Product Knowledge +2. Sales Skills +3. Inherent Abilities +4. Selling Experience +5. Products and resources +6. Achievement Drive X = Sales PowerMaximum will be 500( add the first five and multiply by the sixth)


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Emotional Intelligence( Maturity + Stability)

• Monitoring and understanding your own feelings and emotions and their impact on external behaviours

• Persistently doing result oriented activities despite roadbloacks,disappointments and setbacks

• Dealing with frustrating and difficult people with patience and even tempered responses

• Internally motivating yourself without the need for external motivation


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Excellent Social Skills

• Valuing People• Listening to what people say and how they

feel• Understanding what people say and how they

feel• Responding appropriately to varied social

situations• Causing others to feel Understood


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Part 4 - AbundanceGoal Achievement Congruence Model

• Goal Clarity• View of possibilities• Values• Sense of Worthiness• Supportive EnvironmentThus bringing about Congruence


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Explanations of the Five dimensions

1. Goal Clarity- having clear , specific, written goals of what you want to happen in future.

2. View of possibilities- Believing that your goals are possible for you to attain with reasonable effort

3. Values-the spiritual,moral,ethical beliefs that guide your behaviour

4. Sense of Worthiness-possesing a deep feeling that You’re worthy of higher goal achievement.

5. Supportive Environment- Being surrounded with people,places and things that support and encourage higher goal achievement.


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Goal Clarity

• Where are I with this Goal- What is my Progress?

• Are all my Goals still important to me?• How can I best use my time?• What sub-goals should I reach to take me to

my main goal?


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View of Possibilities

• Think of a similar goal you achieved sometime in the past. Say to Yourself “ If I reached that Goal( Name it), I can reach this one too( Name it)

• Think of a person with education, skills and training much as your own , who has reached similar size goals that you’ve just set. Think , “ If ( Name) can reach goals like this, so can I”

• Study Listen and learn how other people who’ve reached goals you’d like to reach had attained them


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View of Possibilities( Contd.)

• Review and study the Goal Achievement System)

• Associate with people who are reaching goals that you would like to achieve

• Plan Your strategy – designing a logical sequence of steps that will take you to your goals.


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Values( Do a Values Check)

Are My Goals Consistent with these Statements?1. I go that extra mile and give customers more

than they expect to get.2. I do the right thing because it is the right

thing to do.3. I focus on Understanding and filling the

wants or needs of others, knowing that when I do , my needs will be well filled


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Values( Do a Values Check) Contd.

4. I tell the truth in all situations , unless it would hurt someone5. I do unto others as I would have them do unto me.6. I know that I’ll enjoy high levels of prosperity if I create high levels of value for others


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Sense of Worthiness

The deep emotion of our inner beliefs lies in either the blocks or allows our goal achievement lies with the answers to the QUESTIONS• How worthy am I ?• What level of goals am I capable of reaching?• What is my Value to my Customers?• What levels of rewards, incomes and recognition are

possible for me to receive?• What do I deserve to enjoy in life and work rewards?


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Supportive Environment

Practical steps to create it.Find a few people to form a team• Each person reports a success principle he/she

learned in the past• Relate an example of how they practiced it• Tell what they learned when they put it into Practice• Pointing out strengths you see in each other• Sharing examples of other successful people’s

achievements


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Why People enhance achievement Drive?

• Their view of selling Changed• They consciously felt good about this new view

of selling and intuitively knew they could do it• This new view was congruent with their values

and self beliefs in terms of ethics and fair dealing

• Their conflicts that existed because of old self focussed views of selling fell away


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Why People enhance achievement Drive?Contd.

• They felt clean and fearless about selling in this customer focussed way

• Their egos were taken out of their line of sight so that they could focus on their customers’ needs

• They began to receive more reinforcements, recognition and appreciation from their customers for their new focus. This caused them to feel good about themselves


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Symptoms of Inner Conflicts

• Low Motivation • Resistance to learn• Forced Goals • Goal diffusion• Goals in Conflict• Negative Support System• Beliefs about Money• Low Activity level


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Goal Achievement System

1. Setting Goals2. Planning Strategy3. Building Belief4. Developing Strengths5. Managing Progress


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Customer FocusIntegrity Selling

1. Approach --to gain rapport2. Interview ---to identify and get agreement of

needs3. Demonstrate ---to explain how features and

benefits will satisfy their admitted needs4. Validate ---to prove your claims and develop trust5. Negotiate--- to work out problems that keep

people from buying6. Close --to ask for a decision at the right time


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Approach

Action Guidelines1. Tune the world out and people in2. Put them at ease and make them feel

important3. Get them talking about themselves4. Hold eye contact and listen to how they feel


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Interview

Interview Guidelines1. Ask Open-ended indirect questions that draw

out wants or needs2. Listen to an paraphrase all points and write

them down3. Identify dominant needs or wants and get

agreement4. Assure people that you want to help them

enjoy the most value


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Demonstration

Action Guidelines1. Repeat the dominant wants and needs that

have been admitted2. Show or tell how your product or service will

fill their wants or needs3. Avoid talking about price. Make it secondary

to finding out what best fills their needs4. Ask for their reactions, feelings or opinions


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Validation

Action Guidelines1. Translate product/service features into

Customer benefits2. Justify Price and emphasise value3. Offer proof and evidence4. Reassure and reinforce people to neutralise

their fear of buying


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Negotiation

Action Guidelines1. Find out what concerns or objections remain2. Welcome and understand objections3. Identify and isolate specific objections4. Discuss possible solutions– ask their opinion

for best solutions


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Close

Close Action Guidelines1. Ask trial –closing questions to get opinions and

responses2. Listen to and reinforce each response.3. Restate how the benefits will outweigh costs4. Ask for a decision A customer is ready to say “ Yes” only when you have successfully Approached, Identified, Demonstrated, Validated and Negotiated

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