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all right so we've talked about a lot of really important information in this video and stay till the end because that's where it's all going to come together and give you the exact outline that you need so please hang tight bear with us and you're going to learn something new hi everybody welcome back to the channel i am neil winterg this is dr craig winteregg he's the ceo of matterhorn business development and author you can find out more about his book down below so we just finished shooting a a video which should be up on the channel by now called what is selling it was an old topic that we did years ago and we're kind of refreshing it and in that video we talked about the need of finding out what the person's problem is and this next step of what we want to talk about here is what we would call the interview process what is the interview process we probably do it a little bit differently than most people and so we want to talk about that process here today because the most important thing that you need when it comes to interviewing or determining whether somebody is a prospect or candidate for your product or service or whatever is a set series of questions that actually help you determine what the need and the idea that the person has about their need so that you can actually determine is this somebody who's going to buy from you and so that's what we're going to talk about here today is the interview form or format that you would use to determine is this person a prospect or not and so for me and we've talked about this in other videos studies have been done multiple studies have been done 80 of the sales are done by 20 of the sales reps so if you have 10 reps you will probably find that two of the reps are doing 80 of the revenue for the company that means the other eight are simply just taking orders so let's get those other eight to start to do what the two most successful reps are doing and you should definitely do this process this procedure with those two and so when neil came on board at the management company he was 16 years old and he was selling uh an evening seminar that i was going to do in new york or chicago or wherever and it was very very simple to get him started we did some promotion when somebody called in there was a form and it was a form that had been put together not just by myself but other people who had been successful in the company for years what are the most important things we need to know from this doctor to determine if this seminar is going to help that doctor or not so it's very simple neil here's the form you get a doctor on the phone you get his name you get his address you get his phone number in case you're disconnected during the call and then just ask him this how long have you been in business expect and there was just a process it was front and back so this serves a couple of things first of all it's like a checklist like an airline pilot when you're boarding a commercial airliner you look in the cockpit and the co-pilot is probably sitting there at some point with a checklist these pilots have thousands tens of thousands of hours in this 737 or whatever it is and they're still doing their checklist just to make sure that they don't miss one single thing because that could be the thing that ends up creating a disaster so first of all having this list keeps even the best reps from getting sloppy or lazy or in a rush but then for me if you look at what i was able to do i had been doing this and then i i was able to very simply turn it over to neil and all he had to do is just get the doctor to answer the questions and so then all i have to do to help him do a better job is just well you didn't get the answer to that question well i didn't think that was important well let me tell you why it is and then he goes back and he gets to answer the question and so you then you're not doing it exactly the way i laid it out for you but you've kind of come around what do you think is the purpose of that form for you when you're sitting there and you're you're getting the answer to these questions for me i'm just trying to figure out what the problem is that this person is having and how much pain they are in not necessarily literal pain but how much emotional pain are they having that they don't have this product or service that i can offer and you have to determine is it real pain or is it perceived pain because a lot of people will tell you well of course i want to grow my business yes i want to be a millionaire i want to oh my gosh yes i need that i want to do that i'm a and as a new salesman you're like oh this guy's a hot prospect he's going to pay me and you go great it's it's even one thousand dollars it's nothing oh no i can't pay for that and you just ended up putting a ton of time into somebody who had zero intention of buying from you because they were like yes yes yes yes yes so well and also the trap is they're rich they have big goals they're thinking large they want to expand you know they want a ferrari and so you can get all excited you've got this qualified prospect i don't care how much money they have it's like how much pain are they in correct what is their problem so people can say well i really want this gold this pleasurable thing i want a bigger house i want to blah okay that's fine and you can use that as a motivation but we have both found over the years if somebody is in pain it's causing they're losing sleep it's stressing their marriage it's they're they're losing intestinal lining we're looking for the pain and so that is critical people will run after a pleasurable goal but they will run a lot faster if they're trying to get away from pain yeah and i think the number one question that you have to ask yourself is so what is it that you're concerned about um that you need x y and z product or what's your biggest fear in business what's the biggest stop that you're having in business if you're a business to business consultant if you're selling a product then it would be a question about why they need or want that product um for instance uh i have another company that i have uh i have a couple of different things that i do and so when somebody says yeah i want to know more about that i go yeah sure i can tell you all about that but um what's your concern right now well what do you mean i'm like well why why do you feel like you need to have more information about this what are you concerned with with relation to the current scene with x y and z and i get people to start talking oh well this and that and blah blah and then i start gauging okay good now i got somebody here you know so i'm i'm figuring out when they first call me that's great for somebody to say yeah tell me more about that but it's like well why do they want to know about them and then when they tell me that concern or that problem or what it is i'd say i had to ask a follow-up question let's say it's about health somebody says yes i want to know more about that well why x y and z you'd say great as a result of x y and z are you having health problems or worries well yes now all of a sudden you start finding out more and more details about what the person's concern is and so my interview form varies from business to business that i work in um i've kind of been doing this long enough that i can always figure out how to find it with a new business or a new company what questions i need to ask after just a couple of go-arounds but the first question is why do you need help or what are you what do you need help with and why because if if they sign up and then there's no motivation then how do we even measure if if matterhorn is working for them you know so i just have to say a different approach to the same problem i signed somebody up once who had this amazingly successful business absolutely killing it and he keeps telling me that he's interested in changing and i can't figure out why so usually what happens is when you have somebody who's killing it and tells you they want to change and you tell them how much it costs they go yeah i'll think about it i'll let you know next week so i said yeah it's going to cost this much and uh i expected him to say yeah you know why don't we follow up next week brush me off and he goes okay can i pay with a credit card and i said yeah and gave me a credit card did all the paperwork i have to sign i have everything done and i said so what's the real reason you're doing this i said well my wife says i'm getting really irritable and i said well we'll fix that and here we go okay i found the problem afterwards because i didn't expect to end up with the credit card and the contract whereas you're like don't pay me yet i didn't expect to end up there so it's just two two different approaches but you end up with the same result same result all right so i want to just give you on my remarkable two i have this file of my interview so even i don't get lazy all right so i'm going to give you just some of the questions this is actually three pages long but first of all what kind of business do you have how long have you been in business and why did you start it i want to know that background on them what's your annual income how much did you make uh how many employees do you have how many key employees do you have like the ones that the place won't run without and what do they do what are your goals and i've got another all at the bottom third is other information because they'll just start to throw data out what's the biggest problem you're trying to solve and how is this affecting you like you want to know what what are the pain points here what will happen if you don't solve this is it going to get worse what's your motivation to change what would be the ideal if this was fixed what would be the ideal and so i just go through and you have to have a form like i say this form here is three pages long what kind of help do you want from me what do you expect me to do for you these are all valuable important questions and i'm going to end off with this story so it was at the dental practice management company um we had just fired and let go our telemarketer and at the time the company was only big enough to have one and we had replaced the the receptionist there also in that area so when we did mail and promotion the phone would ring into that department and to turn over to the representative well i had no representative and i had to go do a seminar so i had the form that i had trained the representative on with these questions it was two-sided and i said i told her listen just fill this form out at the top if you have a chance get as much of this other information as you can if they have time i went off i did my seminar two and a half hours later i come back and she was so cute i said so did you talk to anybody she goes yeah yeah one guy called in and i got the questions and flipped it over and at the bottom he had given her a credit card she had no idea what she was doing the only direction i gave her is get as many of these questions answered as possible and the whole thing was designed to just lead to a close and that's what she did so you need this form so that you can turn this responsibility in this job over if i had a company in neo as my best closer then i'm going to have three or four people talking on the phone getting through the form making an appointment to talk to neil and if i got a really hot prospect i'm going to go grab and say look i got a hot one here why don't you just finish this up so this form has so much value you must sit down with your best reps and make a form and give it to the others and your closes will go up if you just have something standardized it will work and one thing that i know from being in sales all the time is if my closing rate goes down or like the area i'm working in their closing rate goes down i can always trace it back to not using my form absolutely or getting lazy oh i already i don't need to ask that i already know the answer to that 100 you know and all of a sudden you've got somebody who should be signing up and they're not and it's because i skipped the question of how much money does your spouse make oh a half a million dollars well no wonder you don't have a problem with your business only making you ten thousand dollars that question is on the form that question's on the form for that skipped it so follow your form you'll make more sales if you don't know what your question should be reach out to us and i'll help you out absolutely i'll help you out no problem at all so i hope you learned something new like subscribe do all the good stuff share this with a friend if you found it helpful and we'll see you next time [Music] you