Streamline Your Sales Process with airSlate SignNow's Digital Sales Process for Sport Organisations

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I want to break down our nine part sales framework that we use inside of our agency and training business let's dive in before I take you through the nine parts of the actual sales conversation I do want to call out a few specific things we follow what is called a consultative selling process and I want to break down kind of the difference between a consultative sales process and a traditional sales process so by definition at least ing to HubSpot traditional sales methods typically revolve around sales people highlighting the benefits of products and services without considering prospects personal needs now I actually find a lot of agencies and service providers lean to this method because they get on the phone with prospects who want something that they're going to kind of dictate and the agency then resorts to explaining all of the things that they can do in an effort to hopefully have the prospect choose the things from that menu that they like which usually is leading to a lot of scope creep and all that stuff but that's for a whole other video a consultative selling approach focuses on creating value and trust with the prospect exploring their needs before offering a solution and so the salesperson's first objective is actually building a relationship their second is providing the right product now in our world in a lot of what we teach our clients is productizing their service so if you solve one problem for one person your marketing is actually attracting people for that product so consultative selling is kind of interesting because typically consultative selling would require you to figure out what their needs are and then suggest a solution but that often means that people are suggesting custom Solutions now you can offer customization to what you sell but if you're out in the marketplace attracting people that have a specific problem that you already know you solve the consultative piece is really understanding their needs to make sure that there is a fit between their needs and what you can actually deliver and that your solution actually is a match for those needs so it still offers up a really value-based Insight driven sales conversation with your prospect but is also making sure that there are going to be a good fit for you with the product and service that you are selling now another book that I'm going to kind of touch on throughout this process is this book called The Challenger sale and as we move through each of these pieces of the conversation it's very important for you to challenge the beliefs of your prospect now this does not mean and or give you permission to be pushy this is about challenging people outside of their comfort zone and there's this book called The Challenger sale and they did a study and found that there's five different profiles of sales people there's the hard worker there's the Challenger there's the relationship Builder there's the lone wolf and there's the reactive Problem Solver and a lot of people thought going into this study that the relationship Builder was going to come out on top and what they were surprised to find out is the Challenger actually by Far and Away outperformed all other profiles in performance and when they looked carefully they found that if you actually help customers think differently and bring them new ideas which is essentially what the Challenger sales rep does then you earn the right to that relationship and the surveys of customers consistently show that they put put the highest value on sales people who make them think who bring new ideas to the table and find innovative ways to solve the problem David Ogilvy said If you're trying to persuade people to do something or buy something it seems to me you should use their language the language they use every day the language in which they think and so when you can challenge how they think using their language you actually gain the trust while also transferring insight and value inside the conversation so even if the person doesn't move forward with you they'll walk away being able to say that you were able to explore their needs and offer a creative solution and they will usually walk out and join in finding value in that process so the first part of the conversation is a very short piece of the conversation which is where we build rapport this is you know that how are you doing where are you located what's the weather like but we got to keep it very short we're not trying to become their best friend right that's where the five profiles of the Challenger sale a lot of people lean into the I'm gonna become their best friend so they trust me and that actually weakens your position inside of the sales conversation but we'd still want to build rapport but it's very limited time frame so build rapport get to know them know where they're at and then jump right into the second part which is really for the lack of a better term setting the frame it's very important for you to take control of the conversation as if you were dancing with someone right there's always someone who leads the dance if the prospect thinks that they are in control it will be taken off course the conversation will last way too long and you probably will not get the deal so the setting the frame piece is really just you laying out in the table that you have a way that you run these calls you might have a framework and kind of high level like setting the agenda hey we want to look at what's working right now what's not where you want to get to what might be stopping you and then if it sounds like we can help we'll share it what that might look like one thing that I like to do inside of the set the frame is if at any point I realize or the sales rep realizes that we cannot help you or we are not the best fit we will do whatever we can to point you in the right direction this is one for them to know that look like there are people that we talk to that are not a good fit and we still would like to at least try to point you in the right direction but two it's also for you as the sales rep because you know you might be 15 minutes into the call and realize said hey this isn't a qualified person for you and or you wouldn't want to work with them you can refer back to hey look like remember earlier in the conversation when I said if we felt like we weren't a good fit we'd let you know well for this that and this other reason I actually think that you know you'd be better suited by doing XYZ and so you could actually end the call earlier recoup some of your time and your energy because one of the most important things if you are selling a lot or on a lot of sales calls is you want to maintain your energy and not have tons of calls that are dragging you down so if you know that this person's not qualified you should try to get off the phone as fast as humanly possible in a respectful way which brings us to the third phase of the conversation which is isolating the problem so this is where you kind of jump into like really understanding why they came to the call so like that being said what is the challenge that you're facing right now that led you to booking this call they might say they saw an ad or whatever reason this is a good kind of a Gateway into uncovering why and what their biggest problem is so understanding the true motivation to schedule the call that's a great question to even ask what motivated you to schedule the call today and why is this a now a conversation a big piece of sales is understanding like hey is this person going to be buying now or later or ever and so understanding like what made them book the call and why did they book The call now like why are they trying to solve this now really is going to help put some parameters on the conversation for you to understand like how severe is this and how much pain are they in to move forward the next part of the conversation which would be part four is kind of diving into their current reality this is understanding like what is their biggest challenge if it didn't already got uncovered in the isolate the problem phase understanding how that has currently impacted them inside of their business and also potentially outside of their business look we're all humans the number of things that we do inside of our business that actually impact our home life are very high and so I think you miss out on understanding the true impact and benefit of solving this problem for that Prospect if you don't uncover how it's impacting their current life in and outside of business and then also in this stage understanding like what have they already tried to fix this thing that they're currently facing then we want to kind of chunk down this is the fifth phase into the thing that they said is the biggest problem this is where we kind of Deep dive into one area we want to get quantifiable data and quantitative and qualitative what do the numbers look like you know hey you said you have a sales problem well how many sales calls have you had in the last 30 days what about the last 60 days what about the last 90 days what's your close rate how many of those leads were qualified how many did you make offers on so really getting into if they sit their problem is sales how do we dig deep into understanding why it's a sales issue and then understanding how long has that gone on if you are say serving someone in like the weight loss space obviously you dive into that area now the next piece the sixth piece is the desired future it's like hey we've already covered where they're at you've gone deeper on that like where do you want to get to and this is where we kind of look at all right well if we were able to fix these problems what would things look like this is kind of the painting the picture of before and after right we've covered the before we covered why it's not where they want to stay now we've identified where they want to go well why is that important why do we need to get to this number or this weight or you know achieve this outcome why is that important both my monetary reasons and non-monetary reasons and so we want to ask anything else like tell me more about that this is where we kind of can dig in there now the next phase is uncovering the roadblocks so they might have already tried things or they might already be aware of what might get in their way and so we want to ask them like hey now that we've kind of talked about where you're at what you've been trying where you want to get to like what do you believe are the things that are standing in your way from figuring this out on your own right and figuring out on your own is really important language in my opinion because like they got on the call to get help from someone so they clearly want help why haven't they gone to do it on their own have you reached out to anybody else how many people like yourself have they already been talking to and then how long has this really been a problem if it hasn't been uncovered which allows us to move into the next piece which for the lack of a better term that I don't really like is stretch the Gap we want to show them that there's a lot of opportunity here but we need to show them how this is currently impacting them and if they allow this to proceed the cost of inaction right so the stretching the Gap is oftentimes where people move into the cost of inaction how has this already impacted parts of your life and or business if we don't solve this in 3 6 12 months from now what do those areas of your life look like and what are we dealing with what are the potential circumstances and consequences of us not solving this thing right now which allows us to move into the nine piece and really kind of the final piece which is making the offer making the pitch showing that we have a prescription for the problem that they're facing now I want to call attention to one other book there's a book called Draw to win in our business we use visual selling whether that's using a keynote presentation or drawing on the iPad we tend to draw on the iPad tying a visual to your solution helps your prospect see themselves inside of your solution and it also shows one if you having it rehearsed actually demonstrates confidence it shows that you actually understand what they're saying and that you actually have a pathway to solve the problem and when you draw it on paper or an iPad or a whiteboard or however you're presenting the prospect can actually see them inside of your solution which builds a lot of Authority for you and trust with the prospect real quick recap on the nine phases one build rapport to set the frame three isolate the problem four dive into their current reality five chunk down into their biggest problem six look at their desired future seven uncover the roadblocks preventing them from getting to the desired future then stretch the Gap thus you know talking about cost of inaction and then visually pitch them visually give the offer by placing them inside of the solution inside of your visual sales pitch that's how we cover it so if you're looking for how to add elements of that Challenger piece I highly recommend the book The Challenger sale and also if you're looking to get into visual selling even if you think you can't draw I highly recommend you check out draw to win and other books by Mr Rome he's amazing in teaching you how to draw with stick figures and things like that that actually can help your sales process visually hope you enjoyed this video what's the biggest takeaway in the comments for how you're going to improve your sales process following the nine steps that we covered today