Close more deals for Production

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so here's the deal let's walk through this there's four things you should focus on in the new year let me just draw the grid out four things you should focus on in the new year and again if you do these four things you're going to be very good at what you do when it comes to selling the first one is obviously can't get away from this one is prospecting prospecting is how we acquire new clients now granted this is tough to do it's not easy these days right especially as we move into the new year potential recession it's going to happen it's going to be tougher to get new business but nonetheless we have to figure out what's the best medium for us to acquire new clients now whether it's cold call cold email inbound marketing different strategies content marketing whatever it may be find out what is your best combination there's not just one or two you know every time you hear about cold calling is that or this is that emails are dead it's not it's just a combination of things and then we have to just get have to get better at them for example I often hear like Victor Stout wartsetting people email they're not reading them well maybe it's because we don't have the right script the right value proposition in that email Victor I heard it's not worth cold colic depends how big is the deal if it's a transactional sale You could argue it's not worth it but it's a big B2B sale Enterprise sale of course is worth it because in the long run if you get one deal out of 10 let's say it's worth it so again figure out what your prospecting strategy is for this coming year stop listening to other people everybody has an opinion about what works and what doesn't work you have to find out what works for you next we talk about this is one that a lot of people just undervalue which is your ability to present communicate value it's presenting is the delivery system in other words we've prospected we got the customer in so to speak so whether it's a demo or live face-to-face conversation how do we present and most salespeople still have not figured out the art of presenting they think it's about just throwing out information presenting is it's a skill it's really about guiding the customer right to a certain conclusion you want them to arrive at so once we got the prospecting down we got presenting down the next one is how do you position this is a good one how do you position value this if you ask me where most people struggle it's right there it's positioning the value when you sound just like everybody else people don't pay attention but if you learn how to position value in other words learn how to position a value in such a way that the customer goes huh never thought about that I get that really never looked at it that way but also by positioning value you need to be able to position yourself as a subject matter expert in other words you got to know what you're talking about you can't have surface level content and again when the client's asking tough questions you can't answer them which is why I always tell people once you decide that you're going to sell a certain product or service you have to go so deep into that product or service I mean so deep into it that people go this person truly gets it this person understands because when the client knows that you're a subject matter expert you seem to be providing Insight that they haven't thought about Insight information beyond the obvious and it's impactful information I never thought about it that way that's when you know that you're reaching that level of Mastery as being in terms of positioning value you and at the end when you can let the customer know transmit to the customer I know what I'm talking about here's things you should understand and last but not least you look out for their best interest that to me is the Pinnacle of selling the last one is always the toughest one which is pricing now here's the interesting thing pricing shouldn't be that hard if you know how to prospect qualify the right clients you know how to present in other words you know how to deliver the content you also know how to position the value then pricing should be almost easy right it's almost be like a nudge over the line just to get them to buy but too often because we don't position the value or we're talking to the right clients what happens is we don't sell our close rate goes now one last item if we know how to prospect present position value and as we'll talk about pricing there's one thing that encompasses all these and that is if I put a big box around it and that is persuasion now when I use the word persuasion I mean it's the ability to guide a customer through a thought process to a decision-making process if you think about it why do customers hold back anxiety typically right a lot of anxiety low certainty our job is to lower that anxiety and increase that certainty if you can do that then the customer is more likely to buy but too often we never get thought give thought to persuasion we think it's a bad word like oh you're just trying to sell people something you don't want no persuasion is about knowing here's my customers problems hear their issues my job is to ask certain questions to guide their thought process so they can see how we can help them now really think about that to see how we can help them that's positioning value Brett absin said something interesting when you're looking at all this right how to talk to your customers a lot of what holds the customer back is not so much your presentation skill your persuasion skills is the customer's low confidence in themselves to make a buying decision now think about that's kind of interesting actually it's the customer's low confidence in themselves to make a buying decision maybe in the past they've made a bad decision and now they don't trust themselves to make a new decision they may want to make the decision but they're worried that from a professional standpoint it might impact them right in other words other people in the organization looking at them our job is to imbue it I love that word imbue the customer with the confidence to make a buying decision like really ruminate on that thought it is our ability to what lift up their confidence so they can go ahead and make a buying decision so again I just wanted to get online here real quick just to kind of emphasize these are the four things we should work on all year and maybe just pick one maybe I should get a you know for the first quarter I just focus on prospecting or maybe just the first month month number two let's work on the presentation skills how do we use analogies how do we use stories how do we use examples case studies to really impact the actual presentation right and when we look at positioning value beyond return on investment talk about you know cost of avoidance of not doing anything cost of an action right talk about what will happen about market share in other words how are you going to lose market share if you don't take action or how much market share can you get if we know how to position the value the storyline becomes very easy and when we get the pricing it's not going to be a big deal again 10 to 15 percent of deals are lost on pricing one could argue that I'm not going to push back on that too hard but in reality the majority let's call it the 80 20 rule 80 percent of people are not making a buying decision based on pricing or if not making a buying decision they simply don't feel the certainty and there's too much anxiety that we haven't lowered and again persuasion is all about how do you tell the story about your product in such a way that the customer gets it and says Ah that's how he could help me if you can master that skill you're going to be great at selling this coming year [Music]